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2010 GRAND GOVERNMENT, INSTITUTIONAL & RECRUITMENT
UNITED STATES
Detroit Public Schools I'm in
RAN IN: United States
CLIENT
Detroit Public Schools
Steve Wasko, Executive Director, Detroit Public Schools
Jeff Cruz, SVP, Creative Director George Katsarelas, EVP, Executive Creative Director Jennifer Kerasiotis, Senior Art Director Mike Davis, Copywriter Don Peasley, VP, Account Director Matthew Wehrman, Account Supervisor Jessica Harold, Senior Account Executive
Starcom MediaVest Group
Georgella Muirhead, Partner at Berg Muirhead and Associates
Berg Muirhead and Associates
Brian Alexander, Owner, Brian Alexander Productions
Brian Alexander Productions
SUMMARY
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year ? and millions in funding. DPS needed city families to believe great things happen at DPS. They didn?t need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.
