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Minneapolis Public Schools wanted a marketing campaign to combat shrinking enrollment. I partnered with innovation leader Nick Tietz to get at the root of the issue.

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

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The Problem

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

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Interviews & Workshops

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

We believed the tactic was less important than the message. 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. Conceptually, "Shift" represented the neccessary mindset needed to start down the path of change.

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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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