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Chicago Public Schools: Every Child. Every School. CPS Choice.

As a complex system serving more than 400,000 students, the Chicago Public Schools (CPS) is a world unto itself. Valerie Denney Communications developed a communications campaign to familiarize parents with the wide range of educational environments available to their children within the CPS universe.

To learn more about the factors that influence a household’s choice of school, VDC conducted a series of focus groups with parents from different ethnic communities. Based on that research, VDC produced the first-ever comprehensive guides to the city’s public schools. The guides profiled every CPS school in detail, reporting on average test scores, distinguishing achievements, signature programs and other resources that parents said they wanted to study.

The guides were published as both printed catalogues and downloadable web copy to accommodate varying habits for obtaining information.