The summer of 2020 was one of the peaks of a very divisive year. In the middle of so many topics that were dividing our country, we wanted to send a message to our base and teachers to remind us of what brought us together in the first place. The video was created in line with TFA’s mission to use local and diverse talent. Our talented editor worked with BIPOC students to give them the opportunity to be a part of video production and gain experience towards a career.
We told possible corps members that we had to clarify some questions from their interview. But what we were really doing was surprising them with the news that they made the corps. This video was created to increase positive organic WOM for our brand, foster a sense of community for our incoming corps members, and capitalize on a massive number of admissions decisions going out all at once to build community, camaraderie, and excitement in an organic way.
Outcome:
Total Organic Video Views: 19,434, Goal 2,000
Total Organic Impressions: 32,717, Goal 14,000
Teacher Appreciation Week is a big deal at Teach For America and in 2020 it needed to be something people could engage with from afar. We created a variety of simple-to-use social assets that would let any user give their favorite teachers a shout-out as well as hosted a virtual teacher appreciation party with D-NICE.
Outcome:
94.2k organic impressions
4.7k organic captures
305 organic shares
Research led to the discovery that what Teach For America thought of its brand didn’t align internally or externally. The video below was the first project to kick off a brand alignment campaign within the organization. I wrote, animated, edited, and mixed this piece having total control from beginning to end.
Outcome:
Stayed on budget by getting creative with free resources.
Over 5k views over 9 months (from a staff audience of 1500).
Became a foundational tool in the brand journey to anchor users in a shared understanding of brand terminology.
Organically used by a national board member asked to use video as a learning tool in their organization.
Tapping into the holiday spirit, and a time when people are more likely to donate to non-profits, we created two ads that ran in airports during the travel season. We split the creative between a cheeky approach poking fun at how expensive things are in an airport, and a story that lays out inequities that are at the core of Teach For America’s mission.
The incoming corps of new teachers in 2020 were dealing with the pandemic along with every other factor of becoming a first-year teacher in a new city. To create a sense of community at a national level we crafted a welcome package for them and held virtual training. The branding for the corps, event, and swag were focused on strength in the face of challenge, community, and how they were needed by students and each other more than ever.
