Strengthening brand reputation and community engagement for Flint Community Schools
PROJECT
In the throes of the Flint Water Crisis, Lambert was charged with changing the narrative surrounding public education in Flint. Following several years of successful engagement, during the 2018-19 school year, Lambert worked to increase awareness of the positive programs and partnerships in the district.
TACTICS
- Conduct story mining with principals and community contacts to garner information surrounding events and programs in the district, including:
- Black History Month
- Reading Month activities
- Community events and town halls
- Healthy food tasting events
- First day of school
- Develop relationships with local media, inviting print, TV and radio journalists into the district to cover positive activities and engaging programs
- Increase transparency and district communications through frequent contact with parents and families via parent letters, robocalls, social media use and traditional media coverage
- Strategically manage FCS social media properties, including Facebook and Twitter
RESULTS
Lambert’s work with Flint Community Schools garnered over 150 positive television, radio, online and print stories in local, regional and national media during the 2018-19 school year. The same year, the District’s Facebook likes increased from 2,249 to 2,783 – a 24 percent increase.
