This summer, the Joplin Schools Communications Department, working with Public Progress consultants, has held several Focus Groups to hear community feedback about the branding, messaging, and reputation of Joplin Schools. Attendees included parents of current students, retirees with and without connections to the district, Joplin High School juniors and seniors, and parents of students who are homeschooled or attend private schools in the area.

Over the course of 6 meetings, and using data from recent survey responses, one of the most important preliminary findings is that people who experience Joplin Schools firsthand report satisfaction, pride, and progress. At the same time, there is a perception gap between what is happening in our schools and what some members of the broader community perceive. Our size and diversity were also identified as unique strengths because they allow us to provide students with a wide range of opportunities. Recommendations so far are to build a unified brand around the intersection of opportunity, belonging, preparation, and progress in order to make the existing student experience more visible, understandable, and distinctive. Research also points to favorable associations with adding the word “public” to the district name, capitalizing on student, staff, parent, and alumni pride in the diversity and opportunity available in public education. Further research will focus on branding and logo updates as they intersect with the district’s perceived values.

We are thankful to the many community members who have given their time and feedback to help inform our strategic understanding as we work to communicate the value of Joplin Schools!