National Board for Professional Teaching Standards

Our Client's Challenge:

For the National Board for Professional Teaching Standards, a national not-for-profit organization that confers National Board Certification on the nation's most accomplished teachers, our challenge was to help position the organization in the wake of exponential growth, a new president and an increasing national desire to improve the teaching force. Our ultimate goal was to raise the demand for quality teaching such that schools, districts and states embrace National Board Certified Teachers as the pinnacle of professional development for all teachers.

The Difference:

We developed a coordinated, strategic communications plan that utilized advertising, media relations and grassroots outreach to deliver the core message that National Board Certification encourages: better teaching, better learning and better schools. We designed ancillary marketing materials, such as a new logo, style guide, newsletter masthead and a toolkit which won the 2002 National School Public Relations Award for Excellence. During the initial stages of the plan's implementation, we provided support for the National Board for Professional Teaching Standards marketing and recruitment efforts, including market research, message development, TV and print advertising, direct mail and marketing materials.