Holland Public Schools
Holland Public Schools (HPS) is in crisis. They are losing hundreds of students every year to local charter schools, Christian schools, and neighboring districts. The district has worked to make changes to how it is organized but continues to see a decline. They brought Well Design Studio and Truscott Rossman in to help stabilize the communications aspects of their declining enrollment and help the community understand the truth, that they are a vibrant district with a lot to offer. We worked with hundreds of teachers, community members, and the board of education to learn what about HPS excites them and what makes them nervous. These community conversations led us to understand that, while racism is at play, diversity is a strength for the district. We also recognized that the parents of today are different from the parents of the past, they are now Millennials – they value diversity, excitement, and energy in a school district, and they are listening to their neighbors, and many neighbors have not felt that energy about HPS.
After listening to the community, our task was to create a brand, message, and community momentum that brought the energy, diversity, and student focus to the forefront. This work was launched May 29th, 2019 at commencement. This branding work is being done alongside a transition in the organization to include Spanish copywriting. Well helped HPS understand the value of moving from translation to Spanish-first copywriting to ensure messages are understood.