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Georgetown Public Schools, a client of JGPR’s since 2022, sought consultation from JGPR on how the District can improve its messaging to the community, specifically in an effort to target middle school students and students in neighboring districts to improve the High School’s enrollment numbers, which have faced a consistent decline.

SECTOR

Education

CLIENT

Georgetown Public Schools

GOAL

Georgetown Public Schools, a longtime client, connected with JGPR to establish a campaign for the District that showcased its strengths as a small, non-regionalized School District in an effort to recruit and retain students.

Background

Georgetown Public Schools, a client of JGPR’s since 2022, sought consultation from JGPR on how the District can improve its messaging to the community, specifically in an effort to target middle school students and students in neighboring districts to improve the High School’s enrollment numbers, which have faced a consistent decline.

JGPR reviewed the District’s existing research and attended several community forums within the Town to identify potential reasons for the High School’s declining enrollment, and through an analysis of the data, developed a campaign titled, “The Royal Way,” a tribute to the District’s mascot, the Royals. The campaign, which JGPR also designed the logo for, was created in an effort to highlight the things Georgetown Public Schools already excelled at — providing an individualized learning experience for students to explore academic pathways that lead to post-graduate opportunities. Framed under the three pillars of “Innovation,” “Excellence,” and “Community,” the Royal Way was a way for the District to message itself to its target audiences.

Concept

Through a data analysis, JGPR determined that a large concern for Georgetown’s community was that parents and students across the District were simply not aware of what the District has been doing on a day-to-day basis, and student achievements often slipped under the radar, especially in the aftermath of the 2021 shuttering of Georgetown’s weekly newspaper, the Georgetown Record.

JGPR identified that the District was not very active on social media, and only had a platform on Facebook. In a community lacking a newspaper and any discernable online news coverage from regional entities such as Patch, the need was clear for Georgetown to be active on social media.

JGPR built an Instagram profile for the District, and Associate Payton Hebert regularly consulted with the District administration to discuss what was going on in the District and how it could be highlighted on the website and social media platforms through the Royal Way campaign.

Payton and other associates, including our video staff, attended many community events, filmed and edited social media reels, and created graphics for social media over the course of the 2025-2026 school year, and the result was a robust social media presence that better fit the wants of the community.

Components

  • JGPR conducted a data analysis of the District to assist in the creation of a campaign that best addressed the concerns of the Georgetown community.
  • JGPR created a campaign, “The Royal Way,” with Georgetown Public Schools, which included logo development, the creation of a web page for the campaign on the District’s pre-existing JGPR-designed website, and creation of an Instagram page.
  • JGPR’s Payton Hebert attended weekly meetings with District administrators to discuss strategy for highlighting the schools’ various events, administrators, programs, and more.
  • JGPR created various social media posts, written pieces, and social media reels. Many of this content was created and filmed by JGPR staff members who attended school events and made visits to the schools to capture content.
  • JGPR consulted with District administrators and staff on how they can best be utilizing social media and making their own posts on a day-to-day basis.
  • JGPR’s Video Producer Gerald Hinch created a 2-minute promotional video, highlighting High School students and staff.

Impact

With JGPR’s assistance in creating social media posts and consulting with administration on a social media strategy, JGPR was able to help Georgetown Public Schools establish a social media presence on Instagram and Facebook that featured consistent, positive news about the District.

THE RESULTS

794 Instagram Followers

in an 8-month span

306,880 Profile Viewers

in a 90-day span from Mar.-June 2026

Social Media Metrics

The following metrics are pulled from the Georgetown Public Schools Instagram and Facebook accounts from the time period of March to June of 2026.

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