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I’m in - Case Study

I’m in - Case Study

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Published by Sudhindra_Rao_4739
2010 Gold Effie Winner
“I’m in.”
Category: Government/Institutional/Recruitment Brand/Client: Detroit Public Schools Primary Agency: Leo Burnett Media Agency: Starcom USA Contributing Agencies: Berg Muirhead & Associates / Brian Alexander Productions
2010 Gold Effie Winner
“I’m in.”
Category: Government/Institutional/Recruitment Brand/Client: Detroit Public Schools Primary Agency: Leo Burnett Media Agency: Starcom USA Contributing Agencies: Berg Muirhead & Associates / Brian Alexander Productions

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Published by: Sudhindra_Rao_4739 on Dec 08, 2010
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05/12/2014

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Effie
®
Awards
116 E. 27
th
St., 6
th
Floor, New York, NY 10016Tel: 212-687-3280 Fax: 212-557-9242
2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectualproperty laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not toreproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.
2010 Gold Effie Winner
 
“I’m in.”
 
Category:
Government/Institutional/Recruitment
Brand/Client:
Detroit Public Schools
Primary Agency:
Leo Burnett
Media Agency:
Starcom USA
Contributing Agencies:
Berg Muirhead & Associates /Brian Alexander Productions
 
Strategic Challenge
 
Do the Math: A Decade of Declining Enrollment + School Closings = Millions in LostFunding
Detroit Public Schools (DPS) was advancing their curriculums and had an ambitious goal: to evolveevery one of its schools into a “Center of Excellence” despite the reality of its finances. In March2009, Governor Granholm and the Michigan Department of Education declared DPS to be in a fiscalemergency, a result of enrollment declining roughly 8,000 students per year since 1998. Over thelast decade, nearly 80,000 students have been lost.
(Source: www.detroit.k12.mi).
 
 
 
Effie
®
Awards
116 E. 27
th
St., 6
th
Floor, New York, NY 10016Tel: 212-687-3280 Fax: 212-557-9242
2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectualproperty laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not toreproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.
As DPS neared financial ruin, the Michigan Governor appointed an Emergency Financial Relief Manager (ERFM), Robert Bobb. Forced to make some tough decisions, the ERFM identified 29schools targeted for closure, affecting 9,500 students. These school closings fueled outrage amongparents and students, as if DPS had abandoned them. For the district, losing these students couldbe the fatal blow.The state of Michigan allocates funding for public schools based on student enrollment; everystudent represents $7,545 in funding. This decade long decline in student enrollment resulted in a$139.7M deficit as of March 2009. DPS was projected to have a $305.4M deficit in FY 2010
(Source:www.detroit.k12.mi).
Strategic Challenge
How does DPS slow the bleeding, preventing the loss of thousands of students and millions of dollars in funding?
 
Objectives
Objective 1: Achieve enrollment of 83,777 students for fall 2009
DPS set an aggressive goal – to achieve enrollment of 83,777 students for fall ’09 – that would berequired to meet their $632 million budget and achieve financial viability. If they did nothing,enrollment could be nearly
20% short
of their ’08 enrollment; they could lose 16,750 students forfall ’09, based on annual declines and the 29 closed schools. If these 16,750 students were lost,enrollment could drop as low as 77,300 students, putting them nearly $49 million dollars underbudget
(Source: www.detroit.k12.mi).
 
 
 
Effie
®
Awards
116 E. 27
th
St., 6
th
Floor, New York, NY 10016Tel: 212-687-3280 Fax: 212-557-9242
2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectualproperty laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not toreproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.
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
(Source: www.detroit.k12.mi).
 
 
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.

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