The Challenge
The Surrey School District required ongoing marketing and outreach support for the PSST (Protecting Surrey Schools Together) program—an initiative designed to provide students with a safe, secure, and anonymous way to report concerns related to safety and well-being.
The challenge was to effectively reach and engage youth across a large and diverse school district, ensuring awareness, trust, and participation in the program across both digital and in-person environments.
The Strategy
Clarity Marketing & Design was engaged as a Youth Consultant / Marketing Contractor from September 2005 to June 2010, with contracts renewed annually over a 5-year period.
The role focused on developing and executing a multi-channel marketing and engagement strategy, including:
- Development and execution of marketing and communications strategies for the PSST program
- Media buying and coordination across print, digital, and online advertising channels
- Google Ads campaigns and SEO strategy to increase program visibility
- Email marketing campaigns and newsletter development to grow engagement
- In-school outreach including classroom presentations, assemblies, and events
- Development and management of student committees to drive peer-to-peer engagement
- Partnership and sponsorship development with community organizations
- Social media management and community event coordination
- Budget management, reporting, and database oversight
Execution Highlights
- Delivered consistent, long-term marketing strategy across a 5-year engagement
- Combined digital marketing with in-person youth outreach for maximum program reach
- Built and led student committees to encourage peer-driven participation
- Established partnerships within the community to expand program awareness
- Managed campaigns across multiple channels while maintaining consistent messaging
- Adapted strategies to effectively communicate with youth audiences across different age groups
Results
- 📈 Increased awareness and visibility of the PSST program across the district
- 🧑🤝🧑 Strong student engagement through in-school presentations and student-led initiatives
- 📧 Growth in email marketing engagement and subscriber base
- 🌐 Improved online visibility through SEO and digital campaigns
- 🤝 Strengthened community partnerships supporting long-term program success
- 🔁 Successfully renewed contract annually over a 5-year period
Ongoing Impact
This long-term engagement helped establish PSST as a trusted and recognized program within the district, supporting student safety through increased awareness, accessibility, and community involvement.