The Challenge:

 After years of declining enrollment, Fitzgerald Public Schools engaged Byrum & Fisk to develop and implement a targeted, researched-based marketing and communications plan to attract and retain students and families.

The Strategy:

 With input from Fitzgerald’s superintendent, Byrum & Fisk developed a multi-layered communications plan informed by qualitative and quantitative research. The plan included earned media, web and social media, paid media and internal and external communications to teachers, staff, families and community members. Byrum & Fisk also guided Fitzgerald through a complete redesign of The Fitz-Herald, which is a quarterly school magazine distributed to more than 8,000 households within the Fitzgerald Public Schools district.

Results:

 The multi-layered approach has had a measurable impact on enrollment at FPS. Enrollment has steadily grown over the last two years, with the greatest gains in kindergarten. Given the additional revenue that will be provided based on per-pupil funding, the dollars invested in marketing and other communications have more than paid for themselves.

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