I Love Public Schools

Campaign focusing on the good things happening every day in Nebraska's public schools.

Brief

Nebraska Loves Public Schools is an organization dedicated to supporting public education one documentary film at a time – inviting visitors to explore the films, find inspiration in the stories, share what they see, and discover how to take action.

To help spread the word about the great things going on every day in Nebraska’s public schools, NElovesPS was looking to launch a state-wide awareness campaign promoting those very things.

  • Strategy
  • Messaging
  • Billboards
  • TV advertising
  • Website
  • Promotional materials

Process

Oxide partnered with Nebraska Loves Public Schools to build strategy and tacticals for the I Love Public Schools campaign. We concepted on messaging for the TV and radio spots, and carried that messaging through the billboards and other marketing. We designed and developed the website to which those pieces all point, built eNewsletter templates, and created fun swag giveaways.

At the heart of the campaign has always been generating increased awareness of the value of public education, and educating people across the state on the success stories happening in and around public schools.

Results

The campaign has generated a great deal of attention. The estimates of audience in the initial three months of the campaign are as follows:

Television – on 3 broadcast networks in 5 markets statewide, average monthly impressions of 5,500,000.

Outdoor – up to 22 outdoor boards in 14 markets statewide, monthly impressions of up to 5,755,000.

Radio – 7 NPR stations statewide, average monthly impressions of 40,000.

The micro-site to which all media points has a conversion rate of over 72% (visitors to the site who sign up for the ongoing newsletter).

 

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I Love Public Schools t-shirts

We would be honestly¬†surprised if you live in Nebraska and have not seen someone wearing an I Love Public Schools t-shirt. Nebraska Loves Public Schools, with help from the Sherwood Foundation, has been offering them to Nebraska public school employees free of charge for some time now. The public can also get their hands on them¬†by purchasing one here. Each purchase helps provide the future t-shirts to public schools employees. A great conversation starter, the I Love Public Schools t-shirt…

Nebraska Loves Public Schools advocacy campaign

The team at Nebraska Loves Public Schools has been creating documentaries on great stories from our public schools for years. We originally partnered with them in 2013 to design and develop a website to feature their films. Recently, we were asked to help them launch an advocacy campaign. The campaign focuses on the good things happening every day in Nebraska public schools. The website iloveps.org gives citizens the ability to sign up for newsletter to stay informed. With the core…