Duval schools announce new marketing campaign

By Tarik Minor - Anchor, I-TEAM reporter , Christopher Yazbec

JACKSONVILLE, Fla. - Duval County Public Schools has announced its new marketing campaign, new logo and new mascot named DJ, short for Duval Jacksonville, in time for its School Choice Expo on Saturday.

The event, formerly known as Magnet Mania, will now have all of the county's schools in attendance so students and parents can ask administrators, teachers and other students about their experience at their school.

DOCUMENT: DCPS School Choice Expo Resource Guide

Superintendent Nikolai Vitti said he wants to highlight all schools, more than 160, in the event, which will be at the Prime Osborn Convention Center from 11 a.m. to 3 p.m.

"My school has prepared me for my life, because ever since I've been going to my school, science has been my thing," said Chloe Butler, a student at Mayport Academy.

"It has reading programs that will help me read better, and it has art classes that will help you get better at drawing," said Kris Gelinas, a student at Ribault Middle School.

If you or your child is interested in a magnet school in Duval County, your application containing your request must be submitted by Feb. 28, and you'll be notified if your child will be placed in that school in March. Students are placed in schools by an electronic lottery.

As for the marketing campaign, it's in conjunction with the 150th anniversary of the Duval County school system.

"We are excited about the progress and future of our school district as evidenced by several recent successes within our district, including the highest graduation and college readiness rates recorded in district history," Vittin said. "In an education environment of intense and healthy competition, we must tell the positive story of how our schools and employees overcame challenges to improve our next generation of leaders."

The logo is a bridge, and the colors represent diversity. Three books and pillars on the logo represent the elementary, middle and high schools.

"In the logo, a bridge is connected to Jacksonville, but the bridge symbolizes the opportunity to connect to diverse people, and the bridge connects what happens to our school to what happens in our life," Vitti said.

"Our new brand is a reflection of our vision and the community of educators, administrators, students and citizens who share our commitment to quality education to make Jacksonville a national model," Vitti added.

The new campaign also features a redesigned website.

For more information about the School Choice Expo, visit that sit, duvalschools.org, or contact the School Choice Office at 904-390-2082.

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