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Bill & Melinda Gates Foundation

The Bill & Melinda Gates Foundation worked with Leibowitz and their public relations agency Brunswick Group to help build awareness for its Measures of Effective Teaching (MET) project, a program that aims to foster better educators by improving the metrics by which the teachers themselves are evaluated. According to the MET project, two-thirds of American teachers feel traditional evaluations, like classroom visits and standardized testing, don’t fully or accurately capture their performance. The group draws on several audiences, including donors, educators and the general public. Our challenge was to create an identity for the MET project that positioned it as a credible research entity within the broader scope of the foundation. With educational imagery and streamlined information architecture, we developed branding for the MET project that rallied teacher and school participation, public involvement and policymaker buy-in. We then applied that branding to a suite of marketing collateral and a custom web application that included a pop-up for comments, signaling and aiding in dialog and communication to help drive participation. As a result, online recruitment grew, bringing more than 3,000 teachers and 300 schools into the fold. Download Case Study