A nonprofit and its federal partner launched a free online portal that lets anyone experience one of the country’s most iconic civic spaces from anywhere. To reach its potential, it had to get in front of K-12 educators and speak to them in a way that showed how it fits into real classrooms. As one early user put it, the platform was “still a secret.”
I drew on my years in K-12 marketing to tell the story the way teachers want to hear it: from another teacher. I wrote the interview questions and interviewed a veteran elementary school librarian who was one of the platform’s first pilot users. I then wrote a five-page case study that follows how she uses it with every grade, from field trip prep to lessons in art, engineering, math and literature, and cut the interview footage into video clips for the story and social media. I carried her story into a webinar for K-12 educators with her as the featured speaker, where I wrote the description, drafted the slides, coordinated the speakers and managed the event from start to finish.
The webinar drew nearly 75 educator registrations, more than the series typically sees. The interview and case study are now part of the client’s marketing to educators, showing other teachers how the platform works and why it’s worth using.
