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Case Study: B2C Marketing at Chicago Public Schools

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.


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.


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


  • Brand Strategy
  • Co-Creation
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