Cincinnati Public Schools (CPS)
With nearly 36,000 students across 63 schools, Cincinnati Public Schools (CPS) is Southwest Ohio’s largest district. But CPS’ ability to sustain – and grow – enrollment hinges on its ability to effectively portray the many possibilities in a child’s academic journey through strategic, consistent branding and compelling design.
With that in mind, CPS approached Vehr to develop a campaign for the 2018-19 magnet school lottery period. Its goals were twofold: Embody the district’s overall mission of preparing students for life, while also delivering a tailored message and resonating visuals for the magnet school audience. Vehr’s creative team developed a number of concepts for the campaign based on the district’s “Magnet School Guide” and existing high-level messaging: “Start Here. Go Far.” The concepts included a range of photography and design options that built on the individual, unique value propositions of the district’s magnet schools.
The chosen concept featured a road map of educational icons reflecting a child’s prospective journey from education to career. This literal interpretation of the “Start Here. Go Far.” headline was paired with a series of photographs highlighting the academic programming featured at CPS magnet schools. The final creative was launched on billboards throughout the city, as well as in print and digital ads that drove parents to apply for the lottery on the CPS website.
Thousands of parents are now better educated on when and how to participate in the magnet school lottery process. The application process is ongoing, and this campaign builds on and complements the district’s overarching efforts to support and amplify enrollment over the past several years.