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Case Study: PBS


PBS Teachers


Situation

  • Awareness of PBS Teachers.org among teachers was relatively low.
  • PBS Teachers featured a wide array of free teacher resources based on the dynamic and educational programming featured on its air.
  • Research from teachers suggested that teachers feel underappreciated and not recognized for their hard work.
  • The area of STEM has been a large focus nationally within the world of education.

Strategy

GENERATE AWARENESS AND TRAFFIC AMONG TEACHERS!

  • Created the PBS Teachers Innovation Awards, now in its 2nd year.
  • Oversaw the program’s positioning, messaging and all marketing collateral including email campaigns, advertising, social media etc.
  • Developed PBS station tool kit to promote the program in their community.
  • Supported PBS sponsorship in their efforts to secure Elmer’s as a national sponsor.
  • Strategized the most of effective use of media dollars across online media and social networking.
  • Produced PBS Teachers Innovation award video and hosted a winner innovation meeting at the PBS Annual Conference.

Results

  • Participation by PBS executives in the White House press conference for “Educate to Innovate.”
  • Secured more than 700 entries to the program.
  • Strong Media and Advertising Campaign results totaling 39,510,361 impressions.
  • Online buzz from leading educational blogs on all PBS networks nationwide such as HotChalk, Edutopia and Ad Network as well as national and regional media outlets.
  • Attracted a younger teacher audience.