Consultant proposes 'Diverse voices, endless choices' campaign as LRSD seeks to boost enrollment and unify messaging

A consultant contracted by the Little Rock School District presented a strategic communications and marketing plan on Feb. 12 that aims to position the district as a 'district of choice' by strengthening brand consistency, training school communications captains, and building measurable communications practices.

Kristin Nicholson (MHP) summarized research from five focus groups and interviews that found a consistent theme: LRSD’s strength is an “expanded definition of diversity” — diversity of programs, pathways and community resources. Based on that research the consultant recommended the tagline and brand position statement, “Diverse voices, endless choices.”

The plan calls for foundational work before an external campaign: a centralized communications system and asset library (templates, approved photography, viewbooks), a designated communications lead in the district who would create toolkits and run quarterly training and coaching for school liaisons, and a metrics dashboard to track recruitment and stakeholder sentiment. External tactics include a phased media plan (billboards, streaming audio, targeted digital buys, Univision/Telemundo outreach), earned-media pitches, and a future 'win-back' strategy for families who have left the district.

Board members praised the research and the diversity framing but asked the consultant to add a crisis communications component and to ensure coordination so board public statements and meetings are factored into the outreach strategy. Administrators said they will incorporate additional work — including outreach about upcoming school board elections and better public education about board roles — into ongoing communication efforts and onboarding for board members on the district’s communication platform.