EarlyWorks produced an accurate and helpful schools guide designed with Detroit parents to build support for Detroit schools because more and better information is available for parents.
We built a paper printed guide (with an online searchable companion) that contains information about every K-12 school in Detroit. This was printed in July 2018 for an initial run of 8,000 copies. The guide is based on information 156 parents identified as important for choosing a school. The guide also contains information about school selection, key dates, and other essential resources. Companion materials have also been developed to assist with summer outreach and to drive parents to the guide online and/or in print.
A ground team comprised of parent ambassadors helped inform the design of the guide and what was included in it. Forty people were trained to conduct outreach to key messengers and other parents.
We used paid social media and advertising to build general awareness and reinforce the availability of the guide. The ground team attended summer events for Detroit parents and joined partner organizations to disseminate materials through block club parties, district meetings, and other neighborhood events.
Our parent/caregiver-driven approach ensured that the information produced was relevant.
The quality of the guide impressed parents/caregivers who felt immensely relieved that it existed (according to conversations with 2,302 individuals through outreach).
School leader and system buy-in made the data collection process smooth and fair.
EarlyWorks started with outreach to parents across the city to find out what kind of information they wanted to see in a schools guide. Information gleaned from parent, caregiver, and educator insights provided the direction for the schools guide design.