Navigating Unique and Transformative Projects
In 2023, Wetzel County Schools undertook the first step in one of the most significant—and complex—projects in its history: consolidating all four of the county’s high schools. School consolidation is never just about facilities; it touches on community identity, family legacy, and deep-rooted traditions. With past consolidation efforts having failed, emotions were high and public trust was fragile.
Recognizing the challenges, Thrasher’s marketing team partnered with Wetzel County Schools to deliver a thoughtful, transparent, and data-driven community engagement strategy. The goal was simple but critical—listen to stakeholders, separate perception from reality, and build confidence in the Board’s decision-making process.
A Strategic Approach to Community Conversations
The centerpiece of Thrasher’s strategy was the design and administration of a comprehensive public survey. While the most vocal community members opposed consolidation, there was no evidence that those voices reflected the broader population. The survey gathered input from nearly 1,000 residents—capturing perspectives across age ranges, school districts, and priorities for future facilities.
To maximize participation, our team launched a countywide communications campaign:
- Direct outreach through mailed postcards and informational materials
- Digital engagement via social media promotion and tailored content
- Board member support with customized talking points and media monitoring to guide public dialogue
The results were transformative. Survey data revealed far stronger support for consolidation than expected, giving the Board confidence to move forward. Thrasher compiled the findings into a 326-page report that provided both transparency for the public and actionable insights for decision-makers.
Results
- Over 900 survey responses were collected, far exceeding expectations.
- Board and State approval was secured for consolidation.
- A clear, transparent narrative was established—reframing the conversation from controversy to community progress.
“Thrasher’s marketing team gave our Board the tools and confidence to navigate this difficult process. Their outreach and survey work provided the transparency our community needed and ultimately helped us move forward successfully.”
— Jeffrey Lancaster, Treasurer/Business Manager, Wetzel County Schools
Building Trust—Critical When Building Schools
Public engagement and communications are as essential to school projects as engineering and architecture. In regions throughout Appalachia—where population decline and aging facilities make consolidation increasingly common—trust and transparency often determine whether a project succeeds or stalls. For Wetzel County Schools, Thrasher’s ability to blend technical expertise with strategic communications helped turn a potential public relations crisis into a milestone moment for the district.
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