BLOOMINGTON PUBLIC SCHOOLS
Revitalizing Computer Science Education
In 2022, Bloomington Public Schools faced the challenge of declining student enrollment in computer science programs and limited recognition of strengths in the industry. They had a clear mission: to position themselves as Minnesota’s leader in K-12 computer science education. To do so, the district partnered with CEL Marketing PR Design to craft a strategic communications plan aimed at not just boosting enrollment but reshaping the perception of computer science in schools. They wanted families, educators, and students to see computer science not as an optional skill but as a foundational one—essential for future success in every industry.
“Computer science is for everyone” became their rallying cry. This slogan reflected a vision that went beyond coding to embrace creativity, collaboration, and equity!
Celebrating its success, the Elevating K12 Computer Science campaign was awarded a 2024 NSPRA Golden Achievement, which recognizes outstanding, strategic work in all aspects of school public relations, communication, marketing and engagement. Congratulations team!
Building the Foundation: Research and Strategy
Bloomington Public Schools and CEL gathered insights from educators, students, industry professionals, and academic partners like the University of Minnesota. They conducted focus groups, competitive analyses, and even audited the district’s communication materials.
The findings were clear: families needed to understand the value of computer science education. They needed to see how it aligned with career opportunities and how their district stood out as a leader.
With these insights, the team built a comprehensive strategy focused on seven key pillars:
1. Branding and Messaging: As a signature program, computer science needed to be co-branded with the District brand and work for every school.
2. Storytelling: Crafting compelling narratives through website content, blog posts, social media stories, and videos to showcase the impact and benefits of computer science education.
3. Events and Engagement: Hosting events, academic competitions, gudes speaker sessions, and participating inc community initiatives to foster engagement and awareness.
4. Partnerships: Securing parent and business leader partnerships to reinforce the district’s leadership position beyond the educational community.
5. Third-Party Partnership, Endorsements, and Celebrations: To bolster credibility and visibility, they must seek endorsements, awards, and recognition from reputable organizations.
6. Internal Engagement – Ai for Educations (added in fall 2023): Embrace leadership role for Ai in K12 education and leverage the computer science leadership position to drive district policy and practices.
7. Digital Marketing: Expanding the district’s reach through targeted social media and digital ad campaigns to support awareness goals and increase reach beyond the school district.
Building Recognition Through Engagement and Partnerships
Continually using the insights from the research, Bloomington Public Schools sought third-party endorsements, joined advisory boards, and promoted student competitions to gain recognition within the tech and education sectors. Targeted messaging emphasized the district’s strategic partnerships with local businesses and community organizations, solidifying its position as a leader in Minnesota’s computer science education landscape. These efforts not only broadened learning opportunities but also strengthened grant applications, influenced public policy, and showcased BPS’s commitment to innovation and excellence in the field of computer science.
Bloomington Public Schools did not limit its efforts only to older students. It created immersive experiences starting as early as elementary school. Students learned computational thinking skills through interactive lessons and hands-on activities. Middle and high school students explored advanced topics like robotics, cybersecurity, and artificial intelligence.
The district also embraced events to spark curiosity and community pride. During Computer Science Education Week, the Commissioner of Education visited BPS’s immersion schools, showcasing their innovative programs. Similarly, the Think Like a Computer Scientist competition brought together students and industry professionals to solve real-world problems.
These initiatives weren’t just about teaching computer science; they were about fostering joy, creativity, and a sense of purpose.
A Community Effort: Digital and Social Platforms Drive Awareness
Working with digital campaigns, including Google Ads and targeted social media outreach, CEL helped to further amplify Bloomington Public Schools’ reputation and reach. Success stories and achievements featured prominently across the district’s website, social media platforms, and publications. Reaffirming the messaging at all major touchpoints across the campaign was pivotal. From presentations at school board meetings, endorsements from parent and community partners, and media features, CEL helped build credibility and trust while extending BPS’s visibility beyond the district’s borders.
Central to BPS’s success was its ability to bring people together. Partnerships with organizations like CodeSavvy, Girls Who Code, and the University of Minnesota created a network of support. Parents and local businesses also played a key role, providing mentorship and real-world learning opportunities.
This collective effort elevated BPS’s programs and ensured that students from all backgrounds felt welcome. Today, middle school computer science classes boast over 50% female enrollment—a remarkable step toward diversifying the STEM pipeline.
Amplifying Brand Equity
Print and digital materials became essential tools in establishing Bloomington Public Schools’ leadership in computer science education. A wide range of collateral—including speaking points, stickers, logos, and presentation templates—was designed to reinforce the district’s vision and provide concrete examples of its integration across the curriculum.
To ensure the brand reflected the district’s diversity, CEL collaborated with BPS to create a unified brand identity style guide that outlined consistent use of colors, typography, and design elements. This guide ensured cohesion across all materials while allowing for customization to address specific initiatives. Recognizing the importance of serving the district’s multilingual community, materials were translated into multiple languages, including Spanish and Somali, ensuring accessibility and inclusivity for families and stakeholders.
COMPUTER SCIENCE IMMERSION BRAND GUIDELINES
Logos
Badges
Color Palette
Typography
To represent the variety of computer science programs effectively, CEL developed distinct subbrands such as CS in BPS, Computer Science Immersion, and Digital Learning. Each subbrand was tailored to highlight its unique contributions to the district’s mission while remaining visually cohesive with the overall brand.
These resources empowered educators, administrators, and partners to act as internal champions. By equipping them with polished, mission-aligned materials, CEL helped the district unify its messaging, inspire collaboration, and amplify its leadership in K-12 computer science education. From professional development sessions to community engagement events, these branded tools played a critical role in aligning day-to-day work with the district’s larger vision.
The transformation did not go unnoticed. The district received a grant from Amazon’s Future Engineers Program and secured a leadership role in shaping state policy for computer science education. Enrollment numbers also told a powerful story as a result of these marketing efforts. They saw growth in computer science enrollment, including fully enrolled elementary and middle school immersion courses with waitlists, and a tripling of Advanced Placement Computer Science enrollment in just two years.
Their reputation as a leader in the field was further reinforced through successful partnerships, state funding, and contributions to Minnesota’s first-ever Computer Science Education Strategic Plan. With CEL’s support, Bloomington Public Schools continues to drive innovation in computer science education and solidify its position as a national leader.
