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Like many urban school systems throughout the country, Norfolk Public Schools was the victim of a poor reputation. Unlike other urban districts, however, the school system had begun to drastically improve achievement and needed a vehicle for conveying this success to the public. The Urban Advantage brochure was created to immediately begin to combat negative public opinion (A reduced-format file is included). As scores improved and became an additional point of pride, specific data and awards were incorporated into marketing materials as additional evidence of success. The Urban Advantage tag line and concept was also used in print ads, airport ads, a video and other venues. Elements of this campaign have won national awards and have been emulated by other school systems. |
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