Board hears marketing pitch from MHPSI; district to set aside funds and begin research in August

The Little Rock School District board heard a presentation on July 10 from local agency MHPSI, which the district identified as the recommended vendor in a recent RFP process. The firm briefed board members on a four-part approach — research and discovery, message development, creative execution and enhanced community relations — and described capabilities in web and video production, digital media, public relations and community-targeted outreach.

MHPSI said its planning phase would begin in August with four to six weeks of research and stakeholder interviews, followed by four to six weeks of creative development; the firm proposed a November launch. MHPSI representatives cited prior education work with UA Little Rock, Harding University and high schools in the region and emphasized a “traditional + digital” strategy that blends broadcast, digital and grassroots outreach. The team demonstrated approaches to precision targeting (geo-fencing, list-matching and retention messaging) and discussed ambassador toolkits, earned-media calendars and measurement approaches such as media monitoring and KPI dashboards.

Superintendent Jamal D. Wright told the board staff had identified funds in the upcoming fiscal year and said staff had set aside a specific, not-to-exceed amount to support implementation after the research phase. During the meeting board members asked about conflict-of-interest protections (MHPSI said client teams are walled off), how the work would reach people who are not online (billboards, murals, partner organizations and in-person outreach) and using ambassadors across neighborhoods, nonprofits and schools.

No formal procurement vote appeared on the record during the July 10 discussion; board members and staff discussed next steps, including completing the research phase, approving specific campaign scope and returning to the board for any additional funding approvals.