Changing the Narrative Around Baton Rouge Charter Schools

In collaboration with the Louisiana Association of Public Charter Schools (LAPCS), NURA set out to address a pressing challenge: improving public perception of charter schools in Baton Rouge. Despite their vital role in the education landscape, public charter schools often faced misconceptions that hindered support from parents and decision-makers. The goal was clear—tell authentic, impactful stories that would highlight the successes and positive contributions of these schools to the local education ecosystem and the Baton Rouge community at large.

NURA spearheaded an integrated marketing campaign designed to amplify charter school good news. Take Note BR became the name of the comprehensive public relations initiative to combat the often-negative perception of Baton Rouge charter schools. 

Central to the strategy was building media relationships with key publications to engage local parents in decision-making years, including Baton Rouge Parents Magazine, 225 Magazine, The Advocate, and Red Stick Moms Blog. NURA leaned into the power of storytelling, publishing weekly articles that spotlighted the triumphs of charter schools. Each story celebrated the teachers, students, and leaders who were transforming education in Baton Rouge. 

To amplify this impact, NURA crafted the distinctive Take Note BR brand. The initiative was named to exemplify both the campaign's purpose and its connection to education. It was a clever play on the phrase "taking note," urging the Baton Rouge community to pay attention to the inspiring stories coming out of charter schools. At the same time, it evoked imagery of sticky notes and school supplies, reinforcing the campaign’s ties to education. The initiative’s name and visual brand invited the city to recognize and celebrate the good news about its schools. 

NURA also developed a custom website that served as a hub for these stories, while also inviting the community to contribute their own. As the project evolved and grew, our team initiated the Take Note Ambassador program, engaging teachers as on-the-ground reporters, ensuring the stories came directly from those making an impact.

Throughout the project, our team maintained close relationships with over 30 school leaders with touchpoints such as lunch receptions and personalized gifts, like king cakes. To show appreciation and keep lines of communication open. Weekly interviews with school representatives ensured the story narratives were authentic and grounded in the voices of those making a difference.