TPS officials wanted a new content-rich website to highlight all that the school system offers, reinforcing the theme that Toledo Public Schools are “still the best choice.” They also requested a clean, fun, easy-to-use interface.

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Audience
The target audience was broad: parents, teachers, students, school administrators, and anyone else interested in the Toledo Public Schools. Parents and students each have their own sections.

Goals
1) Give a fresh new face to TPS that would appeal to prospective students and parents.
2) Incorporate design elements of existing print and television campaigns.
3) Include user-friendly navigation and content.
4) Allow TPS personnel to add and update their own content.

Research
Our research began by discussing “wants and needs” with the TPS Superintendent, the School Board, administrative personnel, and about 20 members of the Parent Congress. In order to get a feel for the design and functionality features that worked best on other school system websites, we reviewed the sites of school systems surrounding Toledo, as well as sites throughout Ohio and other parts of the U.S. We also solicited the suggestions of a published expert on school websites.

Marketing Strategy
At the time we were building the website, TPS was in the middle of a massive 10 to 12-year construction project called “Building for Success.” All schools in the district were being either rebuilt or renovated. We wanted to create a fresh, energetic Internet presence that mirrored the type of energy and excitement surrounding this project. The site’s vibrant primary and secondary colors and the pictures in the “Gallery of Great Schools” section helped to achieve this.