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Case Study: B2C Marketing at Chicago Public Schools

business

Business Challenge

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.

solution

Solution

AE Marketing Group met with local CPS leadership and using co-creation, focused on four core strategies: (1) Look at the brand as bigger than any single marketing/media message, (2) Build a brand communication strategy around the idea of “our,” (3) Equal focus on after school and academic programs, (4) Create a network of community partners.

results

Results

  • Market share loss stabilized
  • Parental involvement increased
  • Student test scores improvement
services

Services

  • Brand Strategy
  • Co-Creation
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