Spurred by Greenbrier Parkway development, the intersection of three counties along the Interstate corridor is on the cusp of tremendous population growth. Located within a 10 mile radius of the city of Decatur, the aforementioned Greenbrier development is comprised primarily of industrial factories including manufacturing behemoths Mazda-Toyota, Polaris, and GE Aviation. New job creation from factory recruitment to the park is estimated to be a boon for local economies. The Chamber of Commerce estimates that by 2030 about 20,000 new jobs will have been created. To capitalize on this growth the local school system commissioned a strategic communications plan to improve public perception of Decatur-area schools.

As a matter of course municipalities and school systems are vested in seeking new rooftops and subsequent tax revenue. A public relations campaign to build public awareness, excitement, enthusiasm and support for Decatur City Schools was sought to boost morale of internal and external audiences, and recruit new residents to the city and public schools. 

The school system comprises seventeen schools with about 8,800 students and 550 teachers. The city is fortuitously located near the burgeoning Greenbrier Industrial Park. With factory jobs and blue collar roots in the DNA of the old port town, the traditions and culture of the city best position the locale to recruit new residents seeking jobs in manufacturing.

From primary research conducted, which included one-on-one interviews, field observation, school tours, and analyzing responses to the ‘Climate & Culture Survey’, a comprehensive three-year strategic plan was crafted for the client.