Despite an increase in public support, charter schools were still relatively unknown by a solid percentage of the public. Many charter school leaders were looking for a unifying rallying cry.

Distill the charter school point of difference down into a memorable, impactful tagline.

The team at Larson led several strategic, creative brainstorming sessions with charter schools and members of the public. With those results in hand:

• Worked with Tw!st Studio to develop the “My School” tagline, media campaign and the www.myschool.org site.
• Launch resulted in more than 50 positive news stories.
• Unified current charter school parents and raised awareness of schools for potential families.