The Challenge
Where are the black male teachers?
This is a question the University of Phoenix and the National Network of State Teachers of the Year asked jointly. But the two didn’t stop there; they collaborated on in-depth research to address the pertinent yet complex topic of diversity in the classroom. And when it was time to show America what they’ve discovered, they turned to us for help.
The Approach
Our strategic approach was straightforward and effective:
- Simplify the message
- Amplify the conversation
- Engage each audience across multiple platforms
We started by breaking down and humanizing 32 pages of data. We knew the voice and tone needed to be smart, fact-based and easy to understand.
Next, we amplified the conversation and engaged our target audience. To reach as much of the target as possible, we determined an editorial direction, drafted a pitch, and booked and coordinated X nationwide radio interviews. Our team also scripted, designed, and produced a series of shareable infographic-style videos and still images in order to extend the life of the content online and across social media.
Finally, we designed and developed a landing page on educationpost.org where visitors were prompted to register for an online roundtable discussion about diversity in the K-12 classroom.
The Work
