“AE Marketing Group’s brand strategy allowed us to market our school in a way that is meaningful to the community we serve.”
Facing budget constraints and increasingly stiff competition from rising charter school alternatives within the city, Chicago Public Schools (CPS) found itself facing a serious problem with both its brand message and experience. As a result, the nation’s third largest school district turned to AE Marketing Group to find brand solutions.
“We instantly felt the magnitude of advertising that the charter schools were dumping into local communities,” Brian Walker, CEO and Founder of AE Marketing Group, said about working with CPS to address its challenges. “It became clear that we couldn’t outspend the competition.”
Instead of spending big, Chicago Public Schools would soon learn a big lesson about just how powerful the creation of authentic and relevant relationships can be as a brand force. And in order to foster these relationships, AE Marketing Group used its brand expertise, which involved meeting with local CPS leadership and having them focus on four core strategies:
As CPS official Kristin Blathras noted, “AE Marketing Group’s approach allowed us to market our schools in a way that is meaningful to the community we serve.“
Walker stressed to CPS officials that, “Your brand can’t just take a position and communicate it. Chicago Public Schools must live that position each and every day and with everyone who comes in contact with its brand.” Following a brand strategy pivot, fresh creative treatments and a grassroots effort to improve CPS engagement with both students and parents, the school district saw over the next 12 months that:
In light of those improvements, CPS official Michael Beyer explained that, “AE Marketing Group inspired us to elevate the story of our brand in an era when schools have constant competition.”
Chicago Public Schools would soon learn a big lesson about just how powerful the creation of authentic and relevant relationships can be as a brand force. AE Marketing Group used its Brand Lab Series to foster these relationships.