Protecting a Brand While Bridging the Digital Divide: Camden City School District

The Camden City School District’s vision is clear: “All Camden students will attend a high-quality school where they are valued, challenged, and prepared for college and careers that positively impact their community and the world.” When the COVID-19 pandemic forced school closures and created unprecedented challenges, the District faced a critical test of its mission.

Recognizing the longstanding inequities in the public school system, the District prioritized bridging the digital divide. Surveys revealed that only 30% of Camden students had access to both the internet and a laptop or tablet at home. To address this, the District collaborated with community partners and philanthropic donors, raising $400,000. By repurposing title funding and leveraging these donations, they purchased Chromebooks, tablets, and Wi-Fi devices for K-12 students, ensuring that all students had the tools they needed for remote learning.

Amid the pandemic and other pressing issues, we supported the District with effective crisis management and strategic media outreach. This dual approach not only safeguarded the school district’s brand and reputation but also elevated the voices of students and staff, showcasing their resilience and determination. Intentional, mission-focused outreach secured positive media coverage in national and local outlets, including CNN, NJ.com, and The Philadelphia Inquirer.

Our collaboration didn’t end with remote learning. We worked closely with the District on clear and effective messaging around school reopening plans, ensuring transparency and trust with the community. Together, we turned a crisis into an opportunity to highlight Camden City School District’s unwavering commitment to equity, innovation, and its students’ success.

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FEATURES IN:

• Philadelphia Inquirer

• The Comeback Coach: Preston Brown

• NFL Films

• CNN Video 1

• CNN Video 2

• FOX Sport 1

• FOX Sport 2

  
  

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TESTIMONIAL:

"The difference between ordinary and extraordinary is that little bit of extra. Alisha is extraordinary. She brings a level of excellence to all of her projects. She has guided me and my athletes through many interviews including FOX29 and NFL Films. She is a skilled media professional and has an amazing sense of humor." - Preston Brown, Delaware State University Football, Former Head Football Coach, Camden City School District, Co-Founder of Next Level Greats Football Club

"I had the pleasure of working with Alisha through the pandemic. I am a school nurse in the Camden City School District and Alisha shepherded me through multiple media encounters through the most consequential time I can remember. She helped prepare me for media interviews, both TV and print. These included CNN, Philly FoxNews, CBS to name a few. Alisha is a skilled media professional and shared her impactful strategies with me ahead of my interviews. She also debriefed with me after each encounter and helped refine my messaging. I will miss working with her at the school district level but know that she is providing the same level of excellence on a broader scale." - Robin Cogan MEd, RN, NCSN Faculty, Rutgers-Camden School Nurse Certificate Program, Camden City School District Nurse, Johnson & Johnson School Health Fellow