OMBUDSMAN EDUCATIONAL SERVICES - "on big shoulders" CAMPAIGN
ROLE: ART DIRECTION & GRAPHIC DESIGN
*WINNER OF 2017 TELLY AWARD
*WINNER OF 2017 PUBLICITY CLUB OF CHICAGO'S GOLDEN TRUMPET AWARD
overview
In the summer of 2016, Ombudsman Alternative Schools launched an integrated marketing campaign designed to elevate awareness and celebrate the resilience of their students. Drawing inspiration from Chicago’s storied nickname—“City of Big Shoulders”—the campaign showcased the determination, hard work, and personal triumphs that characterize these young scholars. By placing student stories at the heart of the narrative, we aimed to resonate with key stakeholders, spark community dialogue, and ultimately highlight the transformative impact of Ombudsman’s approach.
strategic approach
To bring “On Big Shoulders” to life, we rolled out a comprehensive mix of advertising, social media, events, stakeholder engagement, and media relations. Our creative direction emphasized strength, resolve, and the unique challenges students face outside the classroom, making their successes inside the classroom all the more powerful. Students were positioned as the heroes of their own stories, humanizing Ombudsman’s mission and forging genuine connections with viewers and listeners.
tactical execution
Multichannel Advertising: We deployed video content across Facebook, YouTube, and Pandora, complemented by a TV commercial on Chicago’s WLS-TV and a robust array of digital ads, radio spots, and out-of-home placements. Each piece reinforced the “On Big Shoulders” theme, ensuring the campaign’s message reached diverse audiences throughout the city.
Community Stakeholder Engagement: To deepen local ties and open dialogue about urban education, we hosted a community breakfast with nonprofit leaders, media representatives, and community advocates. This event created a platform for meaningful conversation and relationship-building.
Media Relations: Ongoing press outreach bolstered the campaign’s credibility, securing coverage that reflected Ombudsman’s educational model and the inspirational stories of its students.
REsults
The “On Big Shoulders” campaign yielded immediate and tangible impact. Its launch during the Bud Billiken Day Parade on WLS-TV reached more than one million households, spiking community awareness overnight. Over the following year, media coverage generated over seven million local impressions.
As brand visibility and understanding grew, so did enrollment and graduation rates. Thousands of students have benefited from the Ombudsman model, and each year brings higher graduation numbers. In a key milestone, the Class of 2016 achieved a 100% college acceptance rate—a clear testament to the enduring influence of the campaign and Ombudsman’s commitment to student success.
