Plymouth-Canton Community Schools

“I would highly recommend both Coleen and King Media to another school district wishing to “look at itself in the mirror” and project a new image to the local community.”

— Dr. Jeremy Hughes, Ph.D.
Former Superintendent, Plymouth-Canton Community Schools

King Media was contracted by Plymouth-Canton Community Schools to help determine the best strategies for recruiting and retaining students. Public school districts across the country – and especially in cash-strapped Michigan – are realizing the effects of competition brought on by school-of-choice options, state-funded charter schools, increasing class sizes, decreasing resources, and the growing demands of colleges and universities to receive students who are well-prepared for an independent learning environment. Beyond that, today’s employers are looking for a more skilled workforce, and are increasingly looking to educational institutions to provide these hands and minds.

Plymouth-Canton specifically has been experiencing a significant drop in enrollment for several years now. This translates directly to less revenue for the district and an ongoing need to streamline expenses in order to be fiscally responsible while still focusing on providing a top-notch education for its community. It is seeking answers to help guide its future and is looking for assistance in illuminating a path forward. To that end, King Media embarked on a comprehensive research study to address four core issues: Dropping enrollment, Increasing competition, P-CCS image and Brand opportunities for growing the district.

Using both primary and secondary research, King Media was able to identify key trends that will be the foundation of targeted messages and the execution of a district wide re-branding, public relations and marketing campaign.

Services Performed:

  • Market Research
  • Brand Development
  • Graphic Design
  • Media Planning/Buying
  • Creative Development
  • Print Collateral
  • Strategic Planning