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Case Studies

CASE STUDIES

DUVAL SCHOOLS WILL INCREASE COMPENSATION FOR TEACHERS AND STAFF AS VOTERS APPROVE ANOTHER REFERENDUM

 

Against all odds, Duval County Public Schools passed a 1 mill tax to increase compensation for teachers and staff on Aug 23, 2022. Given the challenge of uncertain economic times, and fact that Duval just passed a half-penny sales tax for facilities in 2020, the skeptics claimed the millage increase would never pass. But it did, with 53% voter approval. The district plans to spend 75% of the money on teachers and staff, plus 12.5% on arts and education, and another 12.5% to charter schools.  Voss & Associates used compelling videos and social media graphics to get the message across that we need to pay our teachers more.  

NASSAU COUNTY SCHOOLS SURPRISES NAYSAYERS, PASSES 1 MILL TAX TO HELP KEEP ‘A’ RATING

With the help of principals, a private support group and an energetic superintendent, Nassau County passed a 1 mill tax on its first attempt under the theme, “Keep Our Schools Great.” The district had to overcome rising property values and challenging economic times to convince voters the tax was necessary to keep the very teachers that made them an A district. Video testimonials from principals, teachers and school board members turned the campaign into “stories” of success and loss, bringing a strong human element into view for voters. A small but mighty Political Action Committee posted more than 200 signs with help from the teachers union.

FLAGLER AND COLUMBIA PASS HALF-PENNY TAXES TO IMPROVE FACILITIES, TECHNOLOGY AND SAFETY

Flagler wanted to keep a good thing going and Columbia wanted to pass a half-penny sales tax for the first time. Under the leadership of Voss & Associates, both counties were successful. By explaining to voters the improvements already made in Flagler, and the urgent need for upgrades in Columbia, plus the fact that a large portion of the sales tax is paid by visitors, voters gave their nod of approval. The two districts are very different. Flagler focused more on technology and safety improvements, while Columbia planned to tear down four very old elementary schools and merge them into two state-of-the-art schools. The tactics were different, but the results the same: a victory for students, teachers and communities.

MANATEE SCHOOLS RUN DUAL CAMPAIGNS TO BUILD TRUST AND GAIN 70% APPROVAL

Against the loud voices of organized opposition, the School District of Manatee County was able to mount two effective campaigns and win 70% voter approval for the renewal of a 1 mill tax on property. The district ran an effective information campaign to explain how the money was spent, and the Political Action Committee raised $300,000 to run a highly-targeted  campaign to voters.  It was a remarkable achievement, given the fact that only 51.3% of voters approved it the first time just three years earlier. It means the district used the money wisely, demonstrated improvement, and the message was heard loud and clear by the community, including people who previously opposed the referendum. As a result, teachers get to keep their $5,000 pay increase and students continue with 30 extra minutes of learning each day. Voters will get another chance to renew the tax in the 2024 general election.

DUVAL ENDURES MARATHON RUN TO IMPROVE SCHOOLS, CREATE CONSTRUCTION BOOM

Duval County has the state’s oldest schools. The average age of their 146 schools is 44 years old. It is also the only large district in Florida without an alternative funding source for repairs, renovations and replacing old schools. The need was dire, but local political opposition created an 18-month battle to put it on the ballot and then convince voters to approve it. Voss & Associates consulted with the district the entire way, providing a Strategic Communications Plan, then the materials and strategies to pass the referendum. The result was over 67% of the voters saying yes to a half-penny sales tax over the next 15 years, which will bring in $1.6 billion to help pay for a $1.9 billion Master Facilities Plan. The cost to individuals is small but the anticipated construction boom will bring jobs and economic stimulus to the community.

HERNANDO OVERCOMES OBSTACLES AND ODDS TO BOOST SALARIES, HIRE RESOURCE OFFICERS

Hernando County is located about an hour north of Tampa with a large population of retirees and a political environment that leans heavily to the right. When the superintendent and school board first asked that a 1 mill referendum go on the ballot, the political establishment pushed back saying it had no chance of passing. Early polls showed 64% voting against it. With very little support to fund a Political Action Committee, Voss & Associates led the district to a strong, grass roots “informational campaign,” supported by principals and sign-waving teachers, to shock the naysayers with a resounding 62% of voters saying they accept the additional property tax to increase teacher salaries, hire a School Resource Officer at every school and expand successful academic programs, including career and technical courses.

REGIONAL SERVICE AGENCY PROMOTES NEW IMAGE, TAILORED SERVICES

These days, regional service agencies for school districts need to think like an entrepreneur. Funding is not automatic. They must market their services and treat educators like customers. The Comprehensive Education Service Agency 2 in Whitewater, WI, asked Voss & Associates to explain its massive redesign and organization with a new brand logo and short video, along with print material. The brand now reflects that innovative thinking going on at CESA2.

STUDENTS MAKE THE BEST ADVOCATES FOR TECHNOLOGY

The superintendent in Coppell (TX) ISD is so forward-thinking, he was moving ahead of his community and some of his faculty. The assignment for Voss & Associates was to demonstrate the positive impact of a new approach to teaching and learning so people would buy into the plan. Voss & Associates created a brand called “The Learning Portrait,” which allows everyone to contribute “brushstrokes” to the process, and produced a video from the student perspective. Rather than administrators advocating change, students spoke about the positive impact the change was having on their learning and their future.

MANATEE SCHOOLS USE SHORT VIDEOS TO BRING COMMUNITIES INTO CLASSROOMS

For years, schools have wanted to “tell our story” but fail to get the message out through traditional media. Voss & Associates created ManaTeach for Manatee County (FL) Public Schools to leverage today’s megatrend of showcasing short videos. Teachers, students, administrators and staff are urged to create a steady stream of short video stories to inform a receptive audience about what’s going on in Manatee County schools. Employees and students shoot and upload videos (2 min. max), each starting with the phrase, “What I Taught” or “What I Learned.” After a quick review to ensure appropriate content, the videos are disseminated through a variety of social media, YouTube channels, websites, twitter, email and presentations. Click on the logo to see more.

CLOUD9WORLD LEVERAGES NEW MARKETING STRATEGIES TO REACH NATIONAL STAGE

In the competitive education marketplace, it’s tough to get attention and even harder to close sales. Cloud9World is a unique social and emotional learning (SEL) program that leverages literacy and animals as the vehicle to teach character strengths. It produces profound results in reducing behavior problems while increasing parent involvement, so it hired Voss & Associates to create a branding and marketing plan that would penetrate the inner sanctums of school districts. The brand, language, videos and materials can be viewed by clicking on the logo.

OUR HOUSE IS YOUR HOUSE IN TEXAS

How do you lure more families into the schools? By making them feel welcome. That’s what Voss & Associates did for the Irving (Texas) Independent School District with its multimedia campaign, “Our House Is Your House.” More than 70% of the student population is Hispanic and many parents were intimidated by school rules and culture, so taking a frequently used Spanish saying, “Nuestra Casa Es Su Casa” and applying it to schools warmed up the reception and rolled out the welcome mat. One piece of the campaign is the PSA to the left.

TPG CULTURAL EXCHANGE BRINGS NEEDED TEACHERS, ADDED DIVERSITY TO FLORIDA SCHOOLS

With a national teacher shortage looming, Florida school districts faced the daunting challenge of finding qualified teachers. TPG Cultural Exchange fills the gap with highly qualified teachers from other countries looking for an opportunity to share culture and diversity with students while meeting state standards. Introducing this concept and working through a maze of issues became the role of Voss & Associates.In just three years, TPG Cultural Exchange went from 0 teachers to 500 in Florida, filling gaps in areas like special education, secondary math and science, and elementary education.

NEW CHARTER SCHOOL HELPS YMCA REACH FOR THE SKY

Charter Schools are popping up everywhere, but many of them struggle to brand, market and recruit students. When the South County YMCA in Venice, Florida, decided to put a fitness-oriented charter school right on its campus, Voss & Associates went to work on describing who they were and what they did. The name SKY Academy (Strength and Knowledge at the Y) emerged from an innovative creative process and within months, the school filled up with eager middle school students ready to work out as well as work in.

PRIVATE SCHOOL NEEDS BRAND AWARENESS AND FUND-RAISING HELP

Carlisle School in Axton, Virginia, has been delivering academic excellence for more than 50 years.  Looking to the future in 2020, it found itself in need of both enrollment expansion and long-range financial stability.  The school retained Voss & Associates to plan, create and produce a comprehensive new marketing campaign that would do both.  The Carlisle Experience has become a pervasive theme for reaching out to loyal alumni and prospective parents of students….and its working!  Visit CarlisleSchool.org for more information.

HELP! WE NEED HIGH SCHOOL OFFICIALS

When the Florida High School Activities Association needed to recruit officials for athletic games, they turned to Voss & Associates. Not only did they create an effective multi-media campaign called Back in the Game, they recruited Dick Vitale of ESPN as spokesperson. Dick use his “awesome baby” style to implore people to “get off the couch and back in the game” to help high schools with officiating. This campaign is still available to states needing to recruit officials.

IRVING ISD VIDEO PORTRAYS SUCCESS WITH A TOUCHING STORY

In preparation for the Irving Education Foundation gala, a video was prepared to give donors a glimpse of how their money is spent. But instead of charts and graphs and data, Voss & Associates and the Irving staff created this personal story to demonstrate how contributions to education change lives.

PERFORMANCE MATTERS RE-BRANDS ITS PRODUCT LINE FOR A DISTINCTIVE MESSAGE

Performance Matters is a data integration company with a complex message. They collect, store, organize, analyze and display test results, making it useful for educators to improve student learning. Voss & Associates created a new brand that says it all: Unify. Through logo design, language, visual images and video, customers could better understand its mission and benefits, resulting in greater district buy-in and sales.

PRODUCT LAUNCH MAKES COMPANY INSTANT MARKET LEADER

Launching a new product is tricky business. When it was time for Blackboard Connect (then known as ConnectEd) to introduce a new phone notification service to Florida schools, they turned to Voss & Associates. Within a year, they created a buzz so loud the company quickly became the market leader in the phone notification space. Schools could suddently provide instant information to parents and company officials could return a healthy profit to its investors.

UNIVERSITY PUBLICATIONS, CRISIS PLANS, VIDEO AND A NEW CAMPUS

When President Judy Genshaft wanted to announce that USF had a $3.2 billion economic impact on the Tampa Bay Region, it had to be done in grand style. A brochure with key messages broke down the numbers in meaningful and human terms. When it was time to announce the 50th anniversary, another brochure provided a timeline of events to demonstrate its rich history. And when it was time to prepare for another hurricane season, Voss & Associates put together a Crisis Communications Plan. Years ago, University of South Florida had a little-known regional campus on the border of Sarasota and Manatee counties. It was mostly confused with New College of Florida. It needed branding, marketing and the recruitment of more students. With the ensuing growth, the school needed a new campus, and effective communications and government relations work led to a successful legislative appropriation and fund-raising drive to build it.

SILENCE HURTS

Following the tragic shooting of a teacher in Palm Beach County, Florida, Voss & Associates partnered with the Sunshine State School Public Relations Association to create one of the most powerful communications weapons ever used against school violence. The “Silence Hurts” campaign was heard loud and clear around the state enlisting students to speak up about weapons on campus before they were used. In fact, 1,500 students gathered in Orlando wearing Silence Hurts t-shirts pledging to tell an adult when they knew about a weapon on campus.

CREATIVE DESIGN HELPS PREVENT PRESCRIPTION DRUG ABUSE

It was a tough assignment. How do we get people to believe that THEY are the unwitting suppliers of prescription drugs to those who abuse them? We warn them to Lock Your Meds with compelling graphics and powerful media messages. That’s what Voss & Associates produced for the National Family Partnership as part of a national campaign to stop prescription drug abuse. SEE WEBSITE

PRINCE GEORGE’S AND HILLIARD SCHOOLS TELL THEIR SUCCESS STORIES THROUGH VIDEO

Public schools are doing great things that nobody knows about. Voss & Associates produces interesting videos to tell them. Here we have two school districts — one in Ohio and the other in Maryland — doing wonderful things with innovation and data. Teachers are working together to make school more interesting for students and graduates more ready for college and careers. Video is the best way to tell their stories.

MULTIMEDA CAMPAIGN INSPIRES PARENTS TO BE MORE INVOLVED WITH EDUCATION

Over the past 10 years, more than 100 school districts across the country participated in the parent involvement campaign, Be There. Created exclusively by Voss & Associates, Be There inspired families to become more involved in their children’s education during the ordinary moments in life. Rather than just focus on attendance at events and volunteering at schools, this campaign emphasized how day-to-day activities can turn into valuable “teachable moments” by being present with your child.

CLIENTS

WE TELL OUR STORY THROUGH CLIENT SUCCESS

If a firm is judged by the quality of its clients, then we can’t lose. From leading school districts to corporate educational providers…from local non-profits serving children to national multimedia campaigns…we cover the educational waterfront. Here’s a sample list, with snippets of artwork and case studies just a click away.

EDUCATION

  • Dozens of school districts, large and small
  • Carlisle Private School
  • Southwest Preparatory Charter School
  • Youth Employment Services of San Antonio, TX
  • Communication Audits for 42 Georgia school districts
  • Delaware County (PA) Intermediate Unit (regional service agency)
  • Comprehensive Education Service Agency 2 (WI) (regional service agency)
  • University of South Florida
  • University of Florida
  • Florida Department of Education
  • Georgia Department of Education
  • YMCA Wellness Academy (Charter School)
  • Passing Bond Referendums for Districts and Citizen Initiatives

PRIVATE COMPANIES

  • TPG Cultural Exchange
  • BioShark, Air and Surface Protection
  • Monsido Website Monitoring Tool
  • Gabbart Communications
  • SCOPE School Surveys
  • K-12 Insight
  • Performance Matters (education software developer)
  • The Delta-T Group (staffing agency)
  • SchoolMessenger (mass notification company)
  • Pearson Education (educational content)
  • iLearn (math intervention)
  • ConnectEd. (mass notification system)
  • Royal Concrete Concepts (school construction)
  • Harvard Jolly Clees Toppe (school architects)
  • Foundation Excellence (foundation consultants)
  • PeachJar (a parent notification distribution system)
  • Cloud9World (Social and Emotional Learning program)
  • Harvard Jolly Architecture

ASSOCIATIONS, NON-PROFITS

  • National School Boards Association
  • National Board of Professional Teaching Standards
  • National School Public Relations Association
  • National Association of Social Workers
  • Character.org, a character education advocacy group
  • Georgia School Superintendents Association
  • United Way of Florida, Success by 6
  • Sarasota, Venice, Manatee and Palm Harbor YMCA
  • Selby Botanical Gardens
  • Economic Development Corporation of Sarasota County

MEDIA CAMPAIGNS

  • Be There (inspiring parent involvement)
  • Lock Your Meds (preventing drug abuse)
  • Back in the Game (recruiting athletic officials)
  • Silence Hurts (preventing school violence)
  • Safe Start (preventing family violence)
  • Strong Voices for Young Children (early learning)
  • Lock Your Meds Campaign