With Grafik’s help, DC Prep’s mission of bridging the educational divide in Washington, DC was put to the forefront with the launch of their new website, www.dcprep.org. Since its inception, Grafik’s work with DC Prep has been comprehensive, spanning all aspects of the school’s communication channels from strategic positioning to brand identity development to two versions of the DC Prep website. In the website’s most recent evolution, our goal was to better serve current parents, support teacher recruiting efforts, and provide potential parents with the information they need to enroll their children. To properly motivate their targets, we felt it important to highlight their awards and academic achievements, provide a rational, streamlined information architecture, surface prominent calls-to-action, showcase vibrant photography that visually demonstrate life at DC Prep, and fully integrate social media to personally connect with the audience.
Founded in 2003, DC Prep was established as a public charter school in order to bring exemplary academics and character development education to more than 3,000 preschool, elementary, and middle school students. DC Prep has a firm commitment to not only improve performance of low-income, minority students, but to also equip them with the skills needed for the rigors of higher education.