case study: Kalamazoo Public Schools
Relationship | Strategy | Results
Meet Kalamazoo Public Schools.
Kalamazoo Public Schools (KPS) provides preschool through high school education to children across Kalamazoo, Michigan, as well as high school equivalency and more for adults. The district’s programs are designed to meet the diverse needs of students—from special education to advanced placement—and open doors to higher education through The Kalamazoo Promise scholarship program.
Relationship
In January 2020, KPS partnered with LKF to refine its branding, strengthen community perception, and increase enrollment. We focused on unifying the district’s visual identity, improving communication with families, and reinforcing KPS’s partnership with The Kalamazoo Promise.
Through strategic collaboration, LKF continues to assist KPS in presenting a cohesive, confident brand that reflects the district’s commitment to opportunity and excellence for all students.
Services Provided
Marketing plans, brand support, logo design, brand messaging, style guide, signage & banners, public relations, media planning & placement, signage, printed collateral, ad design, copywriting, direct mail, billboards, radio, Spotify, digital marketing
Strategy
School Logos & Overall Branding
As part of a district-wide brand initiative, LKF designed 21 building-specific logos representing and honoring the individuality of each KPS elementary and middle school. Paired with color and brand guides to align with overall district branding and proper use, the resulting logos capture each school’s spirit and mascot, maintain a cohesive district identity, and celebrate diversity, unity, and pride across the district.
Outdoor Advertising
From strategy to execution, we manage KPS’ outdoor advertising by researching placements, designing creative, and negotiating value-added opportunities. Campaigns promote enrollment, highlight district offerings, and showcase The Kalamazoo Promise to maximize visibility, ROI, and community engagement through strategic, cost-effective media planning.
Print Advertising
Coordinating placements across diverse publications to reach key audiences, LKF tailors each ad in design, tone, and translation to ensure accessibility and inclusivity while boosting brand awareness and supporting enrollment growth. Through thoughtful creative and strategic placement, KPS continues to strengthen its reputation as a vibrant, student-centered district serving every learner’s needs.
Collateral Materials
LKF develops collateral materials that reinforce KPS’ brand and showcase its wide-ranging educational offerings and opportunities for a wide range of students and families. Largely used at open houses and outreach events, these pieces are designed to be inclusive, welcoming, and accessible by speaking to families of all backgrounds, goals, and experiences within the district.
Signage
With 12,000 learners, 25 buildings, and the largest, most diverse district in the region, visually aligning KPS’ buildings under one strong visual identity is crucial for brand clarity as well as creating a recognizable and easily navigated atmosphere. Each piece reinforces the district’s message of empowerment, inclusion, and student success while promoting pride and consistency across all KPS campuses.
Results
CLICK-THROUGH RATE
Achieved on an enrollment campaign via Google Ads
TARGETED
online impressions in 2025, expanding enrollment visibility
TOTAL MEDIA IMPRESSIONS
900+ ad placements, and approximately $10,000 in added value, maximizing paid media investment
Testimonial
“The partnership between Kalamazoo Public Schools (KPS) and LKF Marketing has been truly exceptional.
They are more than just a marketing agency; they are a vital extension of our KPS family. LKF’s team is reliably responsive and engaged, consistently delivering innovative and inspiring creative work that captures the heart of our mission. What truly sets them apart, however, is their genuine interest in our students’ success. They take the time to understand our needs, and their commitment shows in every project. We are incredibly fortunate to have such a reliable, friendly, and talented partner in LKF.”
Sue Coney, Chief of Marketing and Communications at Kalamazoo Public Schools
