The Moreno Valley School District

  • Target:   Women 18+ in Moreno Valley, California
  • Objective:  Retain students for the public school district; specifically, prevent them from transferring to charter schools
  • Strategy/tactics:   Implemented a public outreach effort to promote the district's successes during Superintendent Judy White's tenure. The campaign included the following:
    • Produced and administered a multi-channel campaign that included radio, newspaper, and online advertisements, along with social media posts and press releases, media interviews
    • Meeting with local newspaper journalists to improve access to local and regional media outlets
    • Publicizing the performance of high-achieving schools within the District with weekly press releases
    • Highlighted the districts Career and Technical Education (CTE ) programs
    • Fostering partnerships through Chamber of Commerce to align education goals with employer needs
    • Launching an annual "State of the District" make salient the District’s accomplishments and enhance communications with parents, government officials, and business leaders
  • Results
    • A significant reduction in student transfers to charter schools
    • An increase in teacher, staff, teachers’ union, community pride and support
    • An increase in Career and Technical Education (CTE ) enrollment