Jeffco Public Schools
Elevating the Voice of Jeffco Public Schools Through Strategic Communications and Earned Media
Challenge
In an increasingly competitive educational landscape, Jeffco Public Schools, the second largest school district in Colorado, faced difficulty gaining media recognition for all of its positive achievements and maintaining strong public trust. Despite a record of academic success, innovative programming and community engagement, the district struggled with a significant challenge: reaching and resonating with a highly specific—and often skeptical—local audience. The communications team needed a strategic partner to help reach their goal to not only increase visibility, but to build trust, shift perception and authentically showcase the meaningful work being done in Jefferson County.
Approach
GFM|CenterTable partnered with Jeffco Public Schools’ communications team to elevate and reinforce the district’s commitment to preparing students for successful futures.
- Key Initiatives:
- Strategic Storytelling: Identified high-impact themes and developed 16 tailored story pitches showcasing student success, educator impact, academic outcomes and innovative programs.
- Earned Media Outreach: Pitched stories to key local and regional outlets, securing approximately 30 media placements that highlighted real-life student progress, rising graduation rates and district innovation.
- Media Relationship Building: Facilitated connections between district leaders and reporters, fostering trust and enabling consistent, long-term coverage.
- Narrative Focus Areas:
- Highlighting student readiness for life beyond graduation with compelling stories and performance data.
- Promoting academic progress.
- Celebrating rising graduation rates as a sign of system-wide effectiveness.
- Showcasing the excellence and impact of educators and staff.
Results
16
Compelling story pitches sent to local and regional reporters over approximately eight months.
30
Earned media placements covering key topics such as student achievements, innovative programming and educator excellence.
Stronger media relationships cultivated through direct journalist engagement, leading to sustained interest and continued coverage.
Amplified secured stories via the district’s social media and internal communications channels/platforms, creating additional visibility for key audiences.
Impact
This initiative significantly elevated the public profile of Jeffco Public Schools, building trust, helping to foster community awareness and pride and reinforcing its position as a leading educational institution. The campaign demonstrates how thoughtful storytelling, strategic outreach and media collaboration can drive powerful outcomes for public school districts navigating complex communications challenges.
