Campaign Overview
About the Campaign
The Success Starts Here campaign is a multi-year statewide effort to share the positive news about public education through advertising, web, social media, traditional media and word-of-mouth with the goal of raising understanding of the value of public education in Pennsylvania. The campaign relies on the buy-in and support of a wide variety of supporting organizations to fully leverage the financial resources available for the campaign. Success Starts Here is not an advocacy campaign, and there is no public call to action or collecting of names or signatures.
Strategy
The campaign relies on storytelling, not persuasion. We all believe public education used to be good, but this campaign will demonstrate that they are good today. Stories should speak of current strengths, innovations, accomplishments.
Objective
Research shows that the closer you are to public education, the more positive your feelings are toward it. The campaign is designed to build broad support for public education. The messaging is positive, hopeful and encouraging.
Core Messages
Based on pre-campaign surveying, the core messages will be:
- PA public schools provide a foundation for college, careers, and life (mission)
- PA public schools have higher than average test scores / graduation rates (performance)
- PA public schools serve all students regardless of ability (equity).
Media
Watch for Success Starts Here campaign highlighted in a 30-second TV spot airing across the state; web advertising, and billboards. New ads will be created as the campaign progresses. Maybe one of your shared success stories will be featured next!
Tell Us Your Stories?
The most important part of the campaign is the stories schools share on the campaign’s website. Schools are partners in bringing this campaign to life. Each school entity has a page on the campaign website allowing them to post stories of success. We need you to share your stories by completing our online form found on the Success Starts Here website. We will review stories to make sure they fit the messaging of the campaign before editing and making them live on the website.
Go Viral
Use of social media will help drive this campaign to all corners of the state. Share your own success stories and be sure to use the campaign hashtag #PASuccess. Success stories posted on the website will have a feature to easily share them through Twitter, Facebook or email. The campaign also will have an Instagram account at SuccessStartsHerePA. Follow us and share.