School attendance is one of the strongest predictors of long-term student success, yet following the pandemic, many school districts, including Matawan-Aberdeen Regional School District (MARSD), saw a significant increase in chronic absenteeism. During the 2023-2024 school year, 15 percent of MARSD students were chronically absent, as defined by the state as missing 10 percent or more of the school year.
District leaders recognized that improving attendance during the 2025-2026 school year required a communications campaign and strong visual identity to create a culture where showing up every day mattered.
MARSD partnered with Laura Bishop Communications to design that visual identity.
Multiple logo concepts were explored before selecting the final “I Am Here” design, which reflected the district's maroon colors and complemented the district’s existing “Building Connections” theme. More than a statement of physical presence, the message reinforced that every student belongs and plays an important role in the school community. Based on district demographic data, the logo was created in both English and Spanish, with "Estoy Aquí" as the tagline.
The campaign extended far beyond the logo. Branded materials created a consistent visual identity throughout the district, including posters, social media graphics, digital newsletter content, and parent resources with attendance guidance.
By presenting clear, positive messaging, the campaign helped families better understand attendance expectations while encouraging students to take pride in being present at school each day.
The results demonstrate the power of branding and communications. During the first year of the campaign, average daily attendance increased by one percent across the district.
"I Am Here" has become a recognizable districtwide brand that unites students, staff and families around a shared commitment to attendance.