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Board hears 'We Are D11' campaign presentation; district affirms support for students to attend nationals
Summary
Board heard a presentation on the student‑centered 'We Are D11' marketing campaign by Dr. Jessica Wise and was told the district will pay for students to attend national Thespian events; the presentation described strategy, partner firm, targeting, and early performance metrics.
The Board of Education received a program spotlight on Jan. 7 for the district’s new student‑centered branding and engagement effort, 'We Are D11.' Dr. Jessica Wise, introduced by Superintendent Gall as the executive director of engagement, described the two‑pronged campaign: targeted digital marketing and an organic social media movement that elevates student voices.
Dr. Wise said the district contracted a Halifax, Canada‑based firm, We Ask Them, to help develop the campaign and that the district’s approach emphasizes short videos and authentic student stories over static imagery. She explained the campaign is designed to reach prospective students and young families through OTT/streaming platforms, YouTube, Instagram and TikTok, and to funnel interested viewers to a campaign landing page referenced in slides. Dr. Wise described early performance metrics, saying the new campaign reached a high volume of clicks and impressions in two months—approaching what the district’s traditional marketing achieved in a full year.
Superintendent Gall told the board that, when students qualified to go to nationals from local Thespian events, the district would pay student travel costs: "the district is gonna pay for you to go to nationals," he said when students asked about funding. Several students and staff stood to describe what participation in Thesscon/Thespian events has meant for them; student testimonials emphasized scholarship opportunities and skills development.
Board questions focused on frequency, audience targeting, and the vendor contract. Dr. Wise said the district posts content three times a week (Monday, Wednesday, Friday) to avoid audience fatigue and noted the vendor contract runs through June. The campaign will include a student video contest; submissions must come from district email addresses to verify enrollment.
What’s next: the board asked staff to fact‑check figures on the campaign and to return with any requested clarifications; the superintendent and Dr. Wise indicated ongoing collaboration with the vendor and increased student participation is expected throughout the spring.
