#RASRemarkable SETS ROBBINSDALE APART
“MP+G helped us expand the district’s brand message. We were looking for a campaign that creates a visual splash and brings the brand message to life. The Robbinsdale Area Schools Remarkable campaign does just that. Mary Pat developed a comprehensive communications plan and worked with our designer to create a multi-platform campaign that embodies the district’s core values. #RASRemarkable sets Robbinsdale apart from other similar districts in the area.”
Latisha Gray | Marketing & Communications Manager | ROBBINSDALE AREA SCHOOLS
Unearthing the Remarkable: MP+G was charged with expanding Robbinsdale Area Schools existing brand message. Our #RASRemarkable campaign not only made a visual splash but brought their brand to life through remarkable stories about the lives and triumphs of their students.
Real, Remarkable Kids: #RASRemarkable focused in on personal student achievement stories - some that often get overlooked in normal school recognition awards and events. That personal angle full of human interest was a perfect match for social media channels like Pinterest and Facebook.
Refreshing the Brand: The campaign took the district’s tagline: “Individual focus. Infinite potential” to another level. #RASRemarkable created a point of differentiation for Robbinsdale – a way to distinguish the district and its students and help it stand out from other similar districts.
Embracing Robbinsdale’s Diversity: Key messages were based on the Unified District Vision: High Intellectual Performance through Equity
Telling More Robbinsdale Stories in a Unique and Visual Way: “Remarkably Robbinsdale” captured unique student and staff stories and highlighted how each is remarkable in their own unique way.
Integrating the Campaign throughout District Communications: “We are Remarkable. We are Robbinsdale.” stories are told on posters in school hallways, in press releases and news articles, on the district website home page banner, on the Remarkable Students and Staff micro site, as memes on the district’s Facebook and Pinterest social media pages, and with their own #RASRemarkable Twitter hashtag.
Now that's #RASRemarkable! “The response to this campaign has been overwhelming - people appreciate hearing these interesting stories. There are close to 12,000 students in this district, and thanks to Mary Pat, we were able to help better tell their stories in a thoughtful way.”
Joseph Palmersheim | Marketing Communications Specialist | ROBBINSDALE AREA SCHOOLS
Strategic communications plan, key objectives, key messages, tagline development, theme graphic creation, integrated campaign tactics: website headers, micro-site, social media campaign - Pinterest, Facebook, Twitter - hallway posters, district calendar,