In 2003, the California Network of Educational Charters (CANEC) was at a crossroads. In order to grow and further the charter school movement, it needed to change. It needed a makeover, a new vision and a strong public launch. But it also needed acceptance. The membership had to approve this transition so it had to be something in which everyone believed.

Get the word out that this new entity, the California Charter Schools Association and its CEO, Caprice Young, were the way to go. Ensure the membership knew who she was and what she could bring to the table, before any voting took place.

The Larson team’s proactive approach paid off and the membership approved the move. For the public launch, Larson went even further:

• Media tours introducing Ms. Young to key media targets.
• Positioning the new entity as the best of CANEC with the promise of a stronger organization.
• Developing compelling collateral and a carefully orchestrated press conference including 30 well-known charter school principals in a show of unity over the new organization.

The membership voted overwhelmingly to approve the transition.  The powerful positive launch was well received and covered statewide as well as by The Wall Street Journal and Education Week, positioning the movement for strong future growth.