Expanding a Unique Approach to Teacher Preparation by Amplifying Stories of Success
Proactive Strategic Storytelling
Why Relay Came to Us: Relay Graduate School of Education is revolutionizing how aspiring teachers are prepared to be more effective by allowing them to refine their practice with faculty and peers until they’re ready to perform with confidence in the classroom. With a national need for a strong, diverse teacher workforce, Relay’s approach is in demand. As it grew, Relay wanted to take control of its brand, introduce its work to new regions but also more broadly to those within education. Relay knew that its ability to have greater impact in more regions would be directly tied to how strongly its work is understood and how well its external brand is perceived. In short, Relay knew it needed to define itself on its own terms.
Our Strategy for Relay: We focused on developing a strategic communications plan designed to help Relay proactively share its work more broadly. The goal was to ensure that Relay is accurately understood and recognized for its work. They needed to develop an ongoing communications cadence that effectively communicated who they are and what they do. We helped support relationships with partners in new regions by introducing Relay in new communities but were also a strategic thought partner in all other aspects of launching a new campus. Together, we have helped grow the positive understanding of Relay’s work.