The California Association of Alternative Certification (CAAC) was a loose affiliate of programs that represented effective alternative teacher training programs but who lacked any major public presence. They wanted to be put on the map to recruit more of the best and brightest into teaching positions.

Give them a new brand with a new name, look and theme, and help them articulate a vision that positions them to unify their programs around a common mission.

The Larson Communications team helped them coin a new organizational name, “The California Teacher Corps” and worked with them to:

• Create a new web site, www.cateachercorps.org that would serve as a recruiting vehicle for interested teachers.
• Identify the challenges that California would soon face with an impending teacher shortage over the next several years.
• Help position the Teacher Corps as a major part of the solution through their goal of recruiting 100,000 teachers into California classrooms by 2020.
• Find compelling ‘human interest’ stories around several of their programs’ graduates.

The public launch was a success. The California Teacher Corps was covered in news outlets across California, as well as in Education Week and other national programs. The end result has been an influx of talented individuals who are eager to get into classrooms.