Hager Sharp’s approach began with research among the target audiences.
Step one was helping to develop a brand identity that conveyed NAEP’s importance to critical audiences—students, parents, school administrators, and policymakers. Research suggested that the national assessment’s nickname was ideal: The Nation’s Report Card. It clearly framed the value and purpose of NAEP, and was easily recognized.
Research also revealed that participation in the assessment hinged on important decision makers. So we developed materials that helped superintendents and school principals learn more about the benefits behind school-wide participation in the assessment.
Targeted messaging wasn’t just for decision makers. We met students on their level, producing short, compelling videos featuring students explaining the importance of participating.
We also crafted materials for their parents that explains how NAEP assesses progress and produces results that policymakers use to improve the education of children.
Finally, we helped communicate the results of the Nation’s Report Card to the media by presenting data in relevant and relatable ways.