The Ask

University of Phoenix and the National Network of State Teachers of the Year collaborated on a white paper about the importance of diversifying classrooms in Pre-K-12th grade. Once they were ready to release the findings, they needed help getting the complex breadth of information out to educators, students, and the general public in an easily digestible way. Not only did they want to create conversation around the subject, but also encourage people to register for a webinar, Education Diversification Roundtable: Fixing the P-12 “Leaky Classroom Pipeline”, moderated by Education Post to present the research and discuss potential solutions.

As a long-term client of our agency, University of Phoenix tapped DEFINITION6 to simplify the message, amplify the conversation, and engage their audience across multiple platforms. The project presented its fair share of challenges, including the social complexity of the topic, the need to humanize 32 pages of data, and having separate launch and delivery dates to meet for each portion, but our teams were able to work together to not only meet, but surpass expectations.

To ensure the source material provided would reach as much of the target audience as possible, we determined an editorial direction, drafted a pitch, and booked and coordinated radio interviews. To extend the life of content online and across social media, we scripted, designed, and produced assets for animated and static infographics. Finally, to give those interested a place to learn more and sign up for the webinar, we designed and developed a landing page on the Education Post website.


In the end, we were able to transform the data into national, regional and local radio interviews, a national audio news release, a landing page, and visual infographic and animation for social storytelling.

An infographic discussing the lack of diverse teachers.


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