School System Gets Competitive
School System Gets Competitive – Embarks on Branding Campaign
Education Plays Key Role in Economic Development and Recruitment
Opelika Branding Campaign
As one of the fastest growing MSAs in the state of Alabama, the Opelika-Auburn area prides itself on being a choice location for new business, specifically when it comes to large economic development projects such as retail centers and automotive industry suppliers.
Opelika competes against cities across the state, Southeast and country for business and industry, and in east Alabama economic development is big business – generating thousands of jobs and millions of tax dollars for local communities.
The City of Opelika took an aggressive approach this fall, when City officials sought to reposition the city’s school system. The City of Opelika and Opelika City Schools embarked on a marketing campaign to reposition and brand the school system, and hired local marketing communications firm, b2 ideas, to assist in the design and implementation of this campaign.
“Opelika has award-winning schools, which have for years produced outstanding students who have become excellent success stories in just about every career field there is,” says Opelika Mayor Gary Fuller. “This marketing campaign is designed to highlight the many successes and lasting legacies of alumni, teachers, students and administrators who have come out of the Opelika City School System,” says Fuller.
b2 ideas (www.b2ideas.com), based in Opelika, specializes in integrated marketing communications plans, and has experience doing so on local, regional and national levels. The company hosts a full-range of capabilities, including strategic counseling, public and media relations’ support, and design services.
“We hope to utilize this campaign to join the forces of our community with the school system – and help everyone see exactly what we all have here to be very proud of. We want to build an emotional connection with our citizens, hoping that they are as enthusiastic about middle school mathematics as they are about high school football,” Bob Bartels of b2 ideas, states. “And, for potential new residents, we hope to educate them about our school system and how it explores and nurtures the potential for every student who goes through their educational process with us.”
“This campaign gives us the opportunity to tell our story,” Mayor Gary Fuller adds, “(about) what our Opelika City Schools are doing to prepare our children for college or the workforce. Our excellent schools are one of many great benefits of living in Opelika,” he says.
According to Opelika City School System Superintendent Dr. Mark Neighbors, the system offers opportunities to its students in many different areas of their lives. “From exceptional and challenging academics, to visual and performing arts, to competitive, championship athletics, we work hard to fill the needs and desires of the whole child,” says Neighbors. “We want our current citizens and future residents to be aware of all these aspects of the educational process and, want them to feel like they are an important part of our school system, because they are,” he concluded.