The client sells assessments that measure higher-order skills like problem-solving, critical thinking and written communication. But it had no ready-made materials to help educators actually teach those skills in class. It needed a complete toolkit it could hand off, and a campaign to get it in front of educators.
I came up with the campaign idea with my team, then found and interviewed professionals in a range of careers about how those skills shape their work. I set up, managed and recorded every interview. From those conversations, I built the full toolkit: a college and career prep activities guide, a career skills activity guide, personal essay and writing prompts, and a practice performance-based assessment. I also worked with a designer on 10 career trading cards, each with its own activity and worksheet, and produced a classroom video for teachers to show before starting the projects. To launch it, I created the email campaigns, organic social posts and ads.
The toolkit gave the client a complete, ready-to-use resource for educators, and the campaign became the client’s highest-performing campaign to date.
