From Report To Results
CHALLENGE
Each state releases a report card with data on the school environment, students, student performance, and staff. One of the National PTA’s goals is to support parents by helping them understand and leverage this data. The issue? The report cards may not always have information that parents want to hear. National PTA asked Beekeeper Group to help them create an informational campaign so that key stakeholders could embrace the value of the data and reports. They wanted stakeholders and parents, in particular, to understand how to access and understand the data, and then how they could use it to advocate for change.
APPROACH
The National PTA’s work on this subject was funded by a Gates Foundation Grant and had multiple key milestones and deliverables we needed to produce. We knew the initiative needed both a unique brand identity, messaging suite, and a robust implementation plan. Beekeeper Group worked with National PTA to ensure that all materials were compelling, visually driven and incorporated a consistent messaging strategy. We also wanted the materials to be scalable for key states and multilingual audiences to utilize.
A large portion of the work required us to train state chapter leaders on how to disseminate this information in their school districts. To accomplish that, we worked with leaders in five pilot states. We interviewed key stakeholders in each state and created customized outreach plans for them.
RESULTS
In the end, we named the campaign From Report To Results and created an accompanying logo and messaging assets that all fit within the National PTA’s overall brand. We produced the five customized communications and outreach plans, as well as one master plan for the National PTA. We presented the plans to the chapter leads at an in-person training session which also included some advocacy 101 and social media training modules.
Overall campaign deliverables and services included:
- Communications audit of materials and existing marketing efforts
- Interviews with key PTA staff
- Campaign name and tagline
- Messaging matrix for key stakeholders, campaign about copy, and elevator pitch
- Persona development
- Campaign identity and logo
- One page campaign style guide (for internal PTA teams and external partners to use)
- Explainer sheet and fact sheet
- Customized fact sheet by key states
- Customized fact sheets in Spanish
- Social media graphics
- Suggested social media posts and hashtags
