FEATURE PROJECT
           Campaign

FORTHGEAR assisted Parents for Choice in Education (PCE) with a myriad of projects and initiatives over several years — from identity development and marketing materials to focused brand development and campaign initiatives featuring “Choice in Education.” During 2005, 2006 and 2007, FORTHGEAR helped PCE to plan and initiate focused marketing strategies to better inform and educate Utah citizens.

The Challenge
Inform Utah citizens about educational options for their children beyond traditional state-run public schooling. The challenge was helping parents understand that they should have a choice in their children’s education, what the current options were, and what options should be available to them. At the same time, PCE knew it would fight an uphill battle to insure that correct information was disseminated, due in part to existing opposition from special interest groups and general misunderstanding by citizens.

The Solution
FORTHGEAR was engaged to help PCE with two sets of initiatives over a 3-year period to establish, educate and promote Choice in Education. The end objective of both campaigns was to educate parents (and the general public) about school choice, which was eventually manifested in school vouchers.

In 2005–2006, the “Believe in Parents/Choice in Education” campaign emphasized that for most parents there we few educational options. They were forced into a “one size fits all” educational world. This message was conveyed through radio advertising, television sponsorships, mailers, campaign buttons, newspaper advertising, etc. All traffic was routed to and captured through a database-driven website, allowing for ROI metrics.

Later, in 2006–2007, the campaign messaging was modified to “People Need Choice.” However, the same premise of “one size does not fit all” was maintained. The message was conveyed through radio advertising, website targeted banner ads, online gaming, newspaper advertising, outdoor and transit advertising, direct mail, and an SEO message-driven website set-up with metrics and analytics from which to measure ROI and effectiveness.

The Result
Each subsequent campaign helped to measurably inform and educate Utah citizens. The cause garnered enough support that then-Governor Huntsman and the Utah State Legislature passed a Parents Choice in Education Act in 2007, supporting school vouchers. Later, special interest concerns led to a statewide vote on the measure where it was defeated. However, PCE created a substantive following and continues to promote and create awareness for improved education in Utah.

Testimonial
"FORTHGEAR was an integral part of our efforts to bring Education Reform to the forefront. They always brought creativity, insight and passion to our efforts."   - Doug Holmes, Past Chairman of the Board, Parents for Choice in Education

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