BACKGROUND

Education advocacy group RootED Denver received a grant to launch a trailblazing program, aimed at giving students better access to the educational opportunities they deserve. Through the program, students who were zoned to under-performing schools could receive a free ride every day to a higher performing school in a neighboring district. With the grant secured, RootED needed a partner who could bring the program to life, from creating a name and identity to getting the word out to the families and schools that could benefit and driving them to take action. 

Our SUPPORT

Smart Cookie was brought on in the early stages, with the challenge of building and leading the branding, messaging, communications strategy and execution for this one-of-a-kind program. Working on a quick timeline, as the start of school was fast approaching, the team began with the development of the name, look and feel. They created a name that was both memorable and meaningful, Bright Rides, and built a brand structure around it. They developed key messages and talking points, built a website, curated an extensive FAQ, made filers and launched geo-targeted ads on social media. 

Next came the implementation, when it was time to share information about Bright Rides with all of its stakeholders and compel them to take action. Smart Cookie launched a multi-channel enrollment campaign that combined digital outreach, print ads, out-of-home advertising, community partnerships, media outreach, school-based engagement and streamlined application tools – all working together to raise awareness, build trust and make signing up for the program as easy as possible. 

With families enrolled and enjoying free rides to school, Smart Cookie made sure to follow up with participants and stakeholders to understand what was working and what could be adjusted. They also created an intentional outreach plan to stay in touch with participants over the summer to make sure momentum was strong in the following school year.