In a world where perception often shapes reality, the Academies of Louisville Alliance has been on a journey to ensure the transformative work of the Academies of Louisville receives the spotlight it deserves. Recognizing that public perception matters as much as measurable success, the Alliance is addressing a critical need for consistent, proactive communication that is reshaping the Academies narrative and deepening connections with their community.
The Communication Challenge
Since 2017, the work of the Academies of Louisville has been transforming educational outcomes and opportunities for students in Jefferson County Public Schools (JCPS), improving postsecondary readiness rates from 50% to 78%. However, many residents remain unaware of these successes.
This challenge isn’t unique to Louisville. Across the Ford NGL network, communities face similar hurdles. The progress and potential of career academies often go unnoticed amid broader narratives about public education, leaving students, teachers, and schools underappreciated. Without consistent, proactive communication, the invaluable work being done risks being overlooked or misunderstood.
The Strategic Solution
KentuckianaWorks, the convening organization for the Academies of Louisville, leaned into this challenge, raising $2.7 million to launch a new team called the Academies of Louisville Alliance. This investment reflects the urgency and scale of the need to amplify success and deepen engagement. Within this budget, funding was allocated to build a six-person team, including four business-facing roles and two full-time communications professionals—one focused on highlighting student and school successes and the other dedicated to stakeholder engagement and advocacy.
To tackle these challenges, the Academies of Louisville Alliance developed a strategic approach centered on communication and engagement. Two full-time positions were created to focus exclusively on amplifying the Academies’ successes and strengthening relationships with key stakeholders. This strategy has proven to be transformative.
Ryan Cummings, The Alliance’s Communications Coordinator, works directly with the 15 Academy schools to highlight their successes. Through a strategic mix of social media, newsletters, and storytelling, he amplifies student voices and showcases the opportunities students are receiving. By maintaining a steady stream of positive stories, the broader community gains a deeper understanding of the Academies’ tangible impact.
“When we shine a spotlight on our students’ stories, we not only celebrate their achievements but also inspire them to realize that their journeys are worth sharing.” His work closely aligns with the media relations efforts of the JCPS Communications team, as they collaborate to amplify student stories through various channels. By working together, they ensure that the achievements and journeys of students reach a wider audience, fostering a deeper connection between the schools and the community. As Ryan believes, “Communication creates community,” and building that sense of community is essential for everyone involved.
Justin Richards, The Alliance’s Community Relations Coordinator, focuses on building and sustaining relationships with key influencers, elected officials, and community leaders. By organizing tours and creating opportunities for these stakeholders to witness the Academies’ impact firsthand, the team ensures that the right people are informed and engaged. This outreach fosters understanding and garners support from those who can amplify the message further.
“The Academies of Louisville are shaping the future of our workforce and our city,” said Justin. “When elected officials and community leaders see our outstanding facilities, dedicated teachers, and talented students firsthand, they recognize the transformative power of these schools to drive meaningful change for the future of our city and our Commonwealth.”
The Results So Far
In a short amount of time, this strategic focus has made significant strides. These efforts have been instrumental in shifting narratives, engaging the public, and cultivating a sense of pride and ownership within the community. From social media campaigns that celebrate student achievements to strategic outreach efforts that bring influential voices into the fold, the work being done demonstrates the power of a robust communication strategy.
The strategic focus on communication has yielded impressive results in a short time. Justin Richards has coordinated tours for 52 elected officials and community leaders this school year, while Ryan has collaborated with the JCPS Communications team to secure 22 media placements, nearly reaching their annual goal of 25 pitches. Additionally, the biweekly newsletter now reaches over 1,100 stakeholders with high engagement, and social media efforts have led to a 46% increase in Instagram followers in just four months, showcasing the power of a robust communication strategy.
Why This Matters
The Academies of Louisville’s experience provides a valuable lesson for any organization striving to tell its story in a noisy, often critical world. Challenges in public perception are widespread, and the Ford NGL network is uniquely positioned to address them. By fostering collaboration and sharing best practices across the network, communities can learn from one another to develop and implement effective communication strategies.
Investing in strategic communication isn’t just about managing public perception; it’s about creating connections, fostering understanding, and building support for the work that matters most. By prioritizing communication, the Academies of Louisville are ensuring that their impact isn’t just felt—it’s recognized and celebrated. And in doing so, they’re paving the way for continued progress, not just in their schools but across the entire Ford NGL network.
