DUVAL ENDURES MARATHON RUN TO IMPROVE
SCHOOLS, CREATE CONSTRUCTION BOOM
HERNANDO OVERCOMES OBSTACLES AND ODDS TO BOOST SALARIES, HIRE RESOURCE OFFICERS
MIRACLE IN MANATEE EARNS MILLIONS FOR STUDENTS AND TEACHERS
The School District of Manatee County scored a double-win, renewing a half-penny sales tax for facilities in 2016 and passing a one mill tax for operations in 2018. The sales tax provides $30 million a year over the next 15 years for new schools, repairs and renovations of older schools, plus technology and safety enhancements. The additional mill provides $33 million a year to increase salaries for teachers and school support employees, enhance career and technical programs and extend the school day by 30 minutes. Voss & Associates provided strategic communications and training for the district the year before the campaigns started and then ran the external group’s campaign for the one mill.
helped win voter approval for the one mill increase.
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.
BOYS AND GIRLS CLUBS USE TV SPOT TO INCREASE DONORS
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.
Voss & Associates was hired to create an identity for a series of Career and Technical Education programs at Irving ISDs five high schools. Market research discovered that most parents had an out-of-date image of CTE, likening it to old-fashion vocational or alternative schools. The new brand allows schools to put their “signatures” on an array of unique study programs and invite their diverse students to put their signatures on one that’s right for them. Voss & Associates and the district worked together to produce the logo, identity, videos, photos, posters and brochure collateral for the campaign, resulting in a 50% increase in enrollment after just one year.
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.
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.
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.
- Delaware County (PA) Intermediate Unit (regional service agency)
- Comprehensive Education Service Agency 2 (WI)
(regional service agency)
- Dozens of school districts, large and small
- 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
- 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
- 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
- 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