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Objective 2: Generate $250,000 of unpaid media (press coverage)
While officials acknowledged a need for a city-funded effort, a near-bankrupt school district couldnot afford much of a media budget. DPS wanted to double their initial $250,000 investment bygetting one dollar of unpaid media (press coverage) for every dollar spent in marketing.
The Big Idea
The doors of Detroit Public Schools have amazing and surprising opportunities behind them; openone and find out for yourself.
Opening eyes. Opening doors.
Despite what parents may have heard, DPS has some amazing stories to tell:
Five of the country’s top 20 high schools are located within the DPS system
(Source: U.S. Newsand World Report
DPS students lead the state in the number of National Achievement Scholarship winners,earning over $54M in scholarships and grants during 2008
Unique and impressive curriculums; including a pilot’s license program, a world-class chef program, as well as associate degrees.
DPS has more nationally board-certified teachers than any district in the state
The challenge was to convince parents of the benefits of enrolling their child in DPS.
DPS offers opportunities; it’s a door to your child’s future.