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

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ROLE

Design
Creative Direction
Design workshop support
Collaborative data synthesis & analysis

TEAM

Writer & Innovation Lead –
Nick Tietz

YEAR

2013

The Problem

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.

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Client Interviews & Workshops

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 the sessions. 

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Synthesis & Analysis

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

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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. 

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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.

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