Richard M. Fairbanks Foundation
Education for All: Addressing Racial Disparities in Marion County K-12 Schools
Inform education and civic leaders—as well as other stakeholders—of widening achievement gaps in Marion County schools, encouraging them to champion recommendations from a commissioned research report.
To make data from Richard M. Fairbanks Foundation’s Education for All initiative understandable and compelling, we built a campaign strategy around a well-organized, visually appealing report and landing page experience. This included infographics and other visuals that brought attention to the most important elements of the report, including its 10 recommendations, along with a Spanish-language version to make the information more widely accessible.
The landing page provided multiple ways to see findings, including options for users to download the full report in English or Spanish, watch a video summary, or use an interactive dashboard to view and process data themselves.
To support the campaign, we created a targeted media plan and accompanying creative assets. The media plan included the use of industry trade publications to create awareness, digital tactics to reinforce messaging while driving landing page visits, and organic social media to reach Richard M. Fairbanks Foundation’s existing followers.
We later produced a demonstration video about the interactive dashboard to make school-level data more accessible to everyone—including parents who might be interested in how their child’s school is performing.
With 606k+ digital ad impressions and 1.5-2x better click-through rates than the industry average, the landing page was the most viewed content on rmff.org during the campaign, accounting for 61% of overall views. And, while the campaign was live for only six weeks, it was the second-most-viewed page of the year.
While the landing page provided a synopsis of the research report, 10.9% of visitors took a converting action by downloading the full report or viewing the video—a 4.5x higher rate of conversion than average.
The Education for All campaign was part of a chorus of voices advocating for the recommendations in the report. During the following legislative session, four of the proposed 10 recommendations were passed into law.