ICEF Public Schools was in need of a unifying theme, something that would guide the charter school management organization’s overarching mission.

Look at the big picture. Instead of focusing on the individual achievements of each school, create a story around where they are going as a whole and what they are doing for the community. 

Larson Communications spearheaded the launch of ICEF’s “Education Corridor” – the opening of 22 more charter schools within a 45-mile area. This showed ICEF’s:

• Commitment to a region in which families had been underserved for decades.
• Mission of preparing and sending these students to the nation’s top colleges.
• Goal of transforming the community be creating a sustainable middle class.

The story generated 17 positive news announcements including high-profile stories in The Los Angeles Times and La Opinion, a feature on KTLA-5 and a Wall Street Journal editorial that elevated ICEF to a leader and model in national education reform. In addition, the announcement led to increased long-term, visibility for ICEF, particularly measured by its third graduating class the following June, with every single graduate accepted to college. The graduation ceremony received national coverage.