Believing In Great Schools

New message focuses on how 'Great Schools Benefit Everyone,'
while media campaign is built around the phrase, 'I believe'

Campaign includes
chorus of voices

The new WEAC ad campaign features photos from schools and communities throughout the state. They include teachers and education support professionals, technical college educators, WEAC state employee members, students, parents, grandparents, WEAC-Retired members, and representatives of the business community, among others. The photos above are representative of hundreds that were taken for the project. You will see these images – with comments from the participants – in newspaper ads, billboards, posters and TV ads.

Click on the poster above to open a large pdf file of it.

When groups of Wisconsin citizens were asked recently to share their reactions to several statements about Wisconsin’s public schools, they repeatedly selected one that resonated: “Great Schools Benefit Everyone.”

“No matter who you are – a parent, a grandparent, a business person, or even a childless retiree – that hits home,” said one citizen.

“It’s so true,” said another. “Great schools strengthen our communities and improve the quality of life for everyone.”

Largely because of that overwhelming response from citizens and members in a series of focus groups this summer throughout the state, WEAC has decided to adapt its message.

“Our longstanding phrase ‘Every Kid Deserves a Great School’ is still a key part of our overall message,” said WEAC President Mary Bell. “But the greater emphasis now is on how ‘Great Schools Benefit Everyone.’ ”

You will see and hear that message a lot this fall and winter, and it will be incorporated into a new media campaign built around the phrase, “I believe.” The campaign features members and citizens from throughout the state talking about why they believe great schools are invaluable to our students, families, businesses and communities.

The campaign – which will include a mix of media and will be launched in January – was created based on extensive research that included focus groups and surveys of members and citizens from throughout the state. WEAC worked with the research and communications firm of Belden, Russonello & Stewart to identify the underlying beliefs that connect WEAC members and the public.

“We wanted to get beyond what people think about great schools and learn more about what they value,” said WEAC Public Relations Director Kim Haas, who headed up the effort. “What does a great school look like? What does it teach? This part was all about making stronger emotional connections in our messaging.”

The research found that Wisconsin citizens strongly support their public schools.
Also, members and voters define a great school by similar characteristics. They see it as a place that:

Is welcoming, where kids learn more than academics, but also how to get along and work with others, and learn to problem-solve.
Provides children with an opportunity to succeed,whether it is focused on going to college or preparing for work through vocational training.
Is built around teamwork among educators, parents, principals and the community as a whole.

Survey and focus group participants repeatedly mentioned that they take pride in the fact that Wisconsin values quality education. This was summed up by a focus group participant who said, “In Wisconsin, we have cheese, the Packers – and we have great public schools.”

Finally, Wisconsin citizens made it clear that they believe the strongest messengers about education are the teachers and education support professionals who work in the schools daily with children. Principals, parents and other community members were also identified as key messengers. Basically, the closer you are to the classroom environment, the better the messenger you are.

Research results helped WEAC develop concepts for its new media campaign. After careful examination of various options, the “I believe ...” campaign evolved.

“The campaign will be structured in phases to move beyond a basic awareness message and pivot our message to explain the realities of today’s public education environment,” Bell said.

It will feature teacher and ESP members from throughout the state, and will incorporate the perspectives of parents and grandparents and the business community. The use of multiple messengers will reinforce the key message that “Great Schools Benefit Everyone.”

“Maintaining Wisconsin’s tradition of a quality public education system will require teamwork and involvement from many – not just educators,” Bell said.

“Our hope is that it’s more than a WEAC media campaign – that this can become a grassroots communication campaign among members,” she said. “We want members to embrace the values-based message and we hope the campaign will support members as they share their stories and experiences about public education.”

For information about message-related materials that you can use in your local, or to learn more about how you can use the message, contact the WEAC Public Relations Department at PR@weac.org, or 800-362-8034.