The assignment called for a reimagining.
City of Champions
East St. Louis is known as the City of Champions. And, at the center of that sentiment, is the East St. Louis School District. A cursory glance at their many awards, not only on the field, in athletics, but in the classroom, including robotics and STEMS, and you’d find a school district that celebrates excellence in everything for the benefit of the students. Perceptions, however, can be baggage, disrupting the positive message with empty noise. So, Dovetail jumped in to help East St. Louis School District reclaim the narrative.
Go Beyond
What came next was an exercise in creative exploration, as the team worked to develop a campaign designed both to build brand awareness and serve as a recruitment vehicle for educators. The trick was to narrow the focus; with so much going for East St. Louis School District, it could be easy to laundry list all the positives. Instead, however, we zeroed in on offering a more cohesive, overarching message: Go Beyond Expectations.
Bold Colors, Bolder Message
With rich, bright colors, bold messaging, and compelling photography, this campaign would stand out and rise far above as a testament to all that is good and positive with the East St. Louis School District, appealing both to potential teachers, as well as students and families.
Taking Excellence Everywhere
Billboards, posters, on the radio, outside and online, the messaging delivered on presenting what has always been, but in a bright, refreshing new way… excellence is everywhere.