Muskegon Public SchoolsVoice Identity & Awareness Campaign
The Problem
With a long and storied history, Muskegon Public Schools’ “Big Red Pride” is well known throughout the community. However, in recent years, the district has developed an image problem. The board of education and administration contacted Revel to address the community’s misconceptions.
Our Solution
Revel began with a planning session with MPS staff to understand their perception of Muskegon Public Schools. We then conducted a community survey to gather insights from students, parents, and neighbors.
With this information, we created a marketing communications plan that set goals, objectives, and strategies for the next three years. We also drafted a voice guide and executed a marketing campaign to celebrate the district’s revitalized buildings and celebrate the pride of being a Big Red.
The Results
Billboards, social ads, print ads in community publications, and targeted digital ads promoted Big Red Pride and the Open House for Charles Hackley Middle School. Over 3,000 community members attended the event that unveiled the new $35 million middle school building.
The Work
