Minneapolis Public Schools

Minneapolis Public Schools wanted a marketing campaign to combat shrinking enrollment. Innovation leader Nick Teitz and I worked with school district leaders to get at the root of the issue.

Design / Creative Direction / Design workshop support / Collaborative data synthesis & analysis

mps_cvr_home_2880x1740

The problem

Shrinking enrollment

The districts student enrollment was on the decline. With more choices than ever before, families were sending their kids to charter, private and magnet schools in addition to open enrolling in other districts.

mps_the_problem

Client Interviews & Workshops

Immersing in their world 

Design thinker and Innovation Director, Nick Tietz led district change makers through a 5 day workshop and interviewed 80+ school district employees. I assisted Nick during the workshop sessions – helping small groups get unstuck during breakouts while documenting/photographing the sessions. 

mps_workshop_IMG_2277
mps_workshop_IMG_2294
mps_workshop_IMG_2267
mps_workshop_IMG_2320

Synthesis & Analysis

Finding common themes

We spent two weeks unpacking data from interviews and workshops — uncovering Organizing Themes while working towards establishing the Global Theme.

mps_unpack_IMG_2820
mps_unpack_IMG_2787
mps_unpack_IMG_2788
mps_unpack_IMG_2793
mps_unpack_IMG_2797

Solution

A rally cry.
A foundation to build on.

We believed the tactic was less important than the message. "Shift" represented a mindset. The changes neccessary to reverse shrinking enrollment were not going to be easy. It was going to be hard. And it wasn't going to happen overnight. 

Shift_word_mark

Support from the top

District Superintendent, Bernadeia Johnson's preface set the stage for the following pages with a poignant statement regarding the growing choices families have in today's increasingly competative education market.

mps_book_mockup_sup_statement
mps_book_mockup_our_mission
mps_book_mockup_educate_all
mps_book_mockup_86_tasks
mps_book_mockup_how_did_we_get_here
mps_book_mockup_what_will_happen
mps_book_mockup_shift_spread_2

Team

Innovation Lead & writer – Nick Tietz

Next project

© 2006 - 2018  Brian Bjerketvedt

Built using Semplice