Bringing accomplished teaching to life for educators across the U.S.

The National Board for Professional Teaching Standard

Challenge

How do you make the invisible qualities of good teaching visible to university students studying to be educators? How can we better meet the needs of teachers in modern classrooms with relevant and accessible professional learning tools? The National Board for Professional Teaching Standards (the National Board) strove to answer those questions and elevate the teaching profession in the U.S. by establishing an industry certification based on a set of rigorous, peer-reviewed standards.

Solution

Hager Sharp collaborated with the National Board over several years to connect educators with tools and resources for accomplished teaching. Our work included outreach and recruitment, brand development, digital campaigns, video production, media relations, materials development, and conference support. Notably, Hager Sharp created a brand identity for the National Board’s ATLAS (Accomplished Teaching, Learning and Schools)® online hub for professional learning resources along with a suite of branded marketing and outreach materials.

Results

Overall, we captured nearly 2,000 completed registrations and exceeded our click-through rate and cost-per-click goals.

Our team worked closely with the National Board to develop a brand look and feel that communicated ATLAS’ unique, compelling characteristics while aligning with the National Board’s identity.

To help the National Board recruit teachers to “test drive” a revised certification exam, Hager Sharp executed a paid digital advertising campaign targeting a narrow audience of teachers in specific curriculum areas and grade levels who were, importantly, not yet certified. Our team started by developing key messages with clear calls to action, which were developed into ads that we placed on Facebook and Google Display Network. Through monitoring, we identified key areas for improvement, helping drive improved performance.

As part of Hager Sharp’s support for the ATLAS resource, we produced two videos: one featuring National Board-certified teachers, and another featuring testimonials from Northwestern State University.