Let’s Be 1 Campaign
Client
Florence 1 Schools
When Dr. Richard O’Malley was named superintendent of Florence 1 Schools, he moved to South Carolina from New Jersey and hit the ground running. Juggling a variety of challenges within the district’s 16,000-student footprint, he was determined to take a different approach to improving schools and enhancing the district’s reputation. Seasoned design professional Barry Townsend had recently rebranded the district, so K. Hope Creative’s role was to develop an identity and content for Florence 1 in 2021, the superintendent’s new, three-year strategic plan.
Unlike most school districts, Florence 1 embraced the idea of creating a sophisticated executive summary outlining the core components of its new strategic plan. This modern bulletin, appropriate for public presentations to the business community, morphed into a full-fledged public awareness campaign, complete with curated collateral, direct mail, advertising and social media promotion.
Over a five-month period, we introduced Florence 1 in 2021 throughout the community and subtly transitioned the district’s message of vision into a unifying cry of Let’s Be 1.
A direct mail postcard campaign generated awareness, along with complementary print and digital ads in local newspapers and magazines. Additional campaign collateral included pop-up signs, door hangars, stickers, magnets, table tents, banners, fliers and social media tiles.
Let’s Be 1 not only serves as a unifying symbol for supporting the district’s impressive set of goals but provides key messaging for teacher recruitment and economic development activity.
