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Tacoma Public Schools

Lessons in Building School District Awareness
Education

Moving to the Top of the Class

When Tacoma Public Schools became the state’s first “innovative school zone,” the community didn’t fully understand the progress. Academic gains, forward-thinking programs and dedicated educators were reshaping the district, but perceptions hadn’t caught up. JayRay partnered with TPS to build a cohesive brand platform and communications strategy — a foundation we’ve continued to evolve together for more than a decade.

Guiding Thought

Progress doesn’t speak for itself — it needs a clear, consistent story. For public institutions, perception is shaped over time through repetition, visibility and trust. By aligning messaging, visuals and outreach across channels, school districts can shift community understanding, build pride and create momentum that supports students, staff and long-term investment.

photo of a child looking through a magnifying glass

A Brand Built with Purpose

Through interviews with school board members, staff and community constituents, we defined a brand personality rooted in being relentless, nurturing and innovative. These qualities guided a cohesive communications platform spanning recruitment, nutrition, publications and social media.

Each effort was designed with a clear audience in mind. Recruitment campaigns highlighted meaningful incentives and purpose-driven careers. Nutrition initiatives invited student participation. Infographics kept voters informed on capital projects. Across every touchpoint, messaging was tailored, intentional and aligned to a larger story.

image of Tacoma Public Schools Calendar designed by JayRay Ads & PR

Living Out the Brand

In our 10+ years of working with the district, we partnered with staff from human resources, IT, the public information office, nutrition services and top administrators. Every person was committed to doing their best work to make the district better. It assured us that the brand tagline we developed was accurate: Every student. Every day.

Today, whimsical doodles, close-up photos and an eye-catching color palette make the TPS visuals stand out. People recognize the TPS brand on social media, in printed materials and on banners across the district.

photo of a Tacoma Public Schools student sitting on a gym floor with a basketball in front of them
photo of a playground slide at a Tacoma Public School

Results: Awareness Up. Support Sustained.

As awareness of the district’s progress grew, so did community support. Voters approved levy and bond measures for more than six consecutive years. Recruitment efforts attracted stronger candidate pools. Partnerships expanded opportunities for students, and the district’s newsletter now reaches more than 100,000 households — reinforcing trust, transparency and pride across Tacoma.

“JayRay is very responsive and flexible, has great ideas, an eagle eye for detail — and I just trust them!”

Nora Doyle

Strategic Communications Manager

Tacoma Public Schools

photo of a Tacoma Public Schools student smiling while wearing their graduation cap and gown on
6+ years of voter-approved funding

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