Atlanta Public Schools is perhaps best known nationally as the home of one of the country's biggest cheating scandals. With 40-some schools at risk of state takeover, APS' local reputation isn't so hot either.
The district is in the midst of an ambitious turnaround project to actually improve schools.
But to turn the perception part of things around, the school district is bringing in the big, fizzy guns: Coca-Cola, a company that knows how to win hearts, minds and market share internationally.
District leaders participated in a four-hour “brand visioning session” Tuesday at Coke’s offices. Among the topics covered: Changing the conversation around what the Atlanta schools are known for.
“It can’t be the cheating scandal,” Superintendent Meria Carstarphen said. “Our kids are too great for that to be all of the legacy.”
“Coca-Cola has long supported education in Atlanta as part of our efforts to be a good neighbor and we are pleased to provide brainstorming and benchmarking assistance to many of our customer and community partners when requested and where we can be of value,” Coca-Cola spokesman Kent Landers said.
The project came about after Carstarphen’s visit to Coke HQ last year, APS spokeswoman Jill Strickland said.
“The Coca-Cola Company is providing its creative marketing brainpower to teach Atlanta Public Schools the architecture behind building a brand,” Strickland said. “APS requested help in understanding who are our constituents and how we begin to build trust and get people to believe in our mission to graduate every student who is ready for college and career.”
Coke provided its expertise for free, Strickland said.
“APS is deeply appreciative of this level of generosity and kindness from one of the world’s most recognizable brands,” she said.
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