Marketing firm Q7 outlines brand and website proposal to Richmond Community Schools

Q7 Associates presented a strategic marketing proposal to the Richmond Community Schools board on May 28, outlining an approach intended to raise the district's brand profile, strengthen outreach and support enrollment and retention goals.

"What sets us apart ... is that we use neuroscience and psychology to give us insight into user habits and culture," Tiffany Garretano, principal partner at Q7 Associates, told trustees, describing the firm's use of psychographics and consumer-journey mapping to develop messaging and multi‑channel campaigns. Scott Allentucker, a second principal partner, joined the presentation.

Q7 said its work begins with an appreciative‑inquiry process to identify strengths, then builds a "road map" that may include omnichannel social strategy, media-buy planning, budgeting and performance metrics. Garretano said the plan is intended to produce both a one‑year operational calendar and tools district staff can use going forward.

District staff and trustees asked specifics about prior school work, expected deliverables and costs. Bridgette Hazel Baker, the district's director of student support services and communications, said the district had solicited proposals to "help promote Richmond schools" and that trustees had received a copy of Q7's proposal. Q7 partners pointed to past local work in Wayne County, including projects with local cultural organizations and earlier branding work for Richmond Community Schools under previous leadership.

Alex (Alexander) Hazlebaker, director of technology, urged that a website redesign accompany any marketing effort. He noted the district's current vendor, Edlio, limits integration with other tools and said moving to a new platform could cost "one to $2,000 more per year" while offering closer social and ParentSquare integrations; he also referenced an approximately $5,000 yearly app cost as a comparison. "The We Are Richmond website will serve as the first impression for well over 94% of its visitors," Hazlebaker said.

Trustees questioned how the firm evaluates success and how the district should set a clearly defined enrollment/retention goal before implementation. Several trustees asked whether direct mailers are effective and whether the firm has K‑12 experience outside central Indiana; Q7 responded that its public‑school experience has been primarily in Central Indiana and that the RFP scope was general, which is why the firm proposes an initial discovery phase.

No contract or vote was taken at the May 28 meeting. The board said it would review the proposal before an administrative retreat and discuss next steps, including examples of school websites and a potential working group on communications and website strategy.