Illustrating the five-year progress Hopkins Public Schools has made on its strategic plan.
About the Client
Hopkins Public Schools (ISD 270) is an E-12+ school district located in Minnesota's western metro area. Hopkins prides itself on serving its community by welcoming all learners, honoring culture, and inspiring remarkable growth and achievement. While remaining competitively academically focused, Hopkins primarily strives to be human-focused. They welcome diversity, are authentically inclusive, and make innovations to their education model that puts students at the center of their learning. Hopkins Public Schools is diligently working toward a school system that promises a brilliant future for all students, regardless of their race, gender, culture, or economic status.
About the Project
After five years of work toward Hopkins Public Schools' district-wide strategic plan—Vision 2031, the Marketing and Communications team was tasked to develop a direct mail report to the community that would illustrate the district's major goals, academic performance data, and storytelling.
Based on community and leadership feedback after a turbulent school year, the document needed to strike a balance between the factual, narrow focus of an annual report and the aspirational nature of previous Vision 2031 communication materials. Additionally, the report needed to represent the larger community while communicating the successes of areas of the organization that families and the community perceived to be struggling.
Select pages included QR codes that directed readers to the Hopkins Public Schools website. These web pages included additional information, infographics, and videos.
The 20-page district progress report was sent to 3,000+ homes and businesses in June 2023 and was well-received by staff and existing families.
