Lubbock ISD

The Client

It is the mission of the Lubbock Independent School District to prepare students for life by nurturing, developing, and inspiring every child, every day. The Owen Group was retained by Lubbock ISD in 2012 to create an aggressive three-year awareness campaign. The theme of this campaign was Your Child’s Story Begins Here and the response was very positive among the target market.

The Work

Campaign Development

Advertising Conception & Placement

Graphic Design


The fundamental goal of this specific campaign was to provide an aggressive campaign to build awareness of LISD as the district of choice in providing the highest quality education, unique programming and support for students.

Scope of Work

The Lubbock ISD came to us needing an aggressive awareness campaign in 2012. Specifically, the scope of work was to include market research to guide the visibility campaign within internal and external audiences as well as message development and marketing strategies through internal and external vehicles. Additionally, we assisted with advertising development, placement and billing. We established strategies and training processes for schools to market themselves, and recommendations to transition the marketing plan execution to the existing communications staff.

Additional Campaign Goals

  • To improve internal perceptions and provide strategies to integrate the brand within customer service functions at both the campus and central office levels.
  • To improve perceptions of the District as a valued community asset worthy of investment and trusted as a community partner.