Rochester Public Schools begins mission, vision and values rewrite with outside branding firm

Summary

At a March 25 study session, Rochester Public Schools and branding firm Field Trip launched a districtwide process to craft new mission, vision and values and an accompanying brand framework. Board members and senior staff described priorities including equity, whole‑child outcomes and clearer public messaging; no formal actions were taken.

Rochester Public Schools on Tuesday launched a districtwide effort to create a new mission, vision and values statement and develop a brand identity, during a study session in Room 137 of the Edison Building led by the Portland-based firm Field Trip.

Superintendent Kent Pickell said the work begins ‘‘a really important process of developing a new mission, vision, and value statement, and then ultimately, a new brand identity for Rochester Public Schools.’’ The session brought together school board members, cabinet leaders and district staff for a facilitated discussion and small‑group exercises with Field Trip.

The kickoff is intended to precede the district's next strategic plan and provide a clearer public voice for the district, Field Trip representatives said. Jane Pfeiffer, founder and president of Field Trip, told the board the firm's role at this stage is ‘‘learning and discovering and then helping to set really what are going to…

Rochester Public Schools begins mission, vision and values rewrite with outside branding firm

Summary

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