The New Teacher Project (TNTP) was founded in 1997 to train new teachers. Two decades later, the 400-person organization had expanded far beyond teacher training, providing broad consulting and support to public school systems in 35 states.
I led the effort to rebrand TNTP and position it as a full-service partner to public school districts. This included creating a new logo and tagline, defining our story and visual identity in a brand book, launching a new website and collateral, and extensive staff engagement and client roll-out.
The brand expansion contributed to the full funding of a new strategic plan and $64 million in revenue in 2016. Read more about the evolution here.
"TNTP is an incredibly well-rounded organization. They simultaneously execute on the practice and policy fronts more effectively than any any other organization out there." ~ Philanthropedia Top Nonprofit Award
Role - Brand strategy - Creative direction - Copywriting - Project management - Stakeholder engagement
TNTP is known as a leader in U.S. public education for publishing reports that re-define issues for the field and catalyze action.
I've led the production of more than 20 reports that have shaped the conversation on issues like teacher evaluation, tenure, pay, and retention. They've been cited in major federal policy initiatives, earned broad media coverage, and prompted action from leaders in dozens of school districts.
Cumulatively, the reports are downloaded more than 30,000 times a year. The Irreplaceables (pictured) won a silver Addy award for Public Service from the American Advertising Federation, Madison.
"TNTP's reports offer a nearly perfect illustration of how research can lead directly to reform." ~Philanthropy Roundtable, "Achieving Teacher and Principal Excellence: A Guidebook for Donors"
Role - Creative and editorial direction - Data visualization - Report production and project management - Distribution strategy - Launch events and publicity
TNTP believes in amplifying the voices of excellent teachers. In 2012, TNTP launched the Fishman Prize, a $25,000 award and summer residency for outstanding teachers in high-poverty public schools.
More than 4,000 teachers have applied from nearly all 50 U.S. states. Winners hone their voice during the residency and engage with national education leaders, federal policymakers, and the White House.
The Fishman Prize helps TNTP keep great teaching at the center of everything they do, and gives teachers the recognition and platform they deserve.
Role - Program design, branding and launch - National marketing to prospective candidates - Advertising and publicity for winners - Creation and distribution of teacher essays
What's possible when students are challenged and inspired in school? We don't hear often enough from the people who know best, students themselves.
In 2016, TNTP launched a multimedia feature, Room to Run, that shared students' experiences in five diverse schools. It paired long-form reporting with audio, video, and infographics to bring the classrooms to life.
Room to Run drew 50,000 readers in the first two months, reaching new audiences and letting kids make a powerful case for what's possible in school.
Role: - Creative and editorial direction - Reporting and editing - Audio capture - Digital distribution strategy
Jamie reflects on her daughter Theresa's growth from being nonverbal to thriving in school.
Maria learns that her son, Noe, has been accepted into college and texts him the good news.
Each week, Kiva crowdfunds $1 million in loans for small businesses around the world to alleviate poverty.
As the organization's first Media Fellow, I took a series of portraits of Kiva borrowers building business with Kiva capital in East Africa. Kiva uses the photos extensively in its website and social media channels to create connections with lenders.
My photos also also featured prominently in Kiva's 2016 brand and website refresh, particularly those of empowered smallholder farmers in Kenya and Uganda.
Profiled Kiva partners include Grameen AppLab, Honey Care, Juhudi Kilimo, KOMAZA, Sanergy, Solar Sister and Strathmore University, among others.
Public education needs more innovative leaders who deeply understand the communities they serve.
In 2016, TNTP launched an innovation residency to harness the nation's best thinking for public schools. In the inaugural year, Bridge Fellows spent 12 months designing new approaches to one of the most urgent challenges in education today: boosting achievement for young men of color.
The fellowship greatly expanded TNTP's reach to prospective job candidates and attracted 400 diverse applications from two dozen industries in four weeks.
Role - Program design - Program brand and copy - Marketing and outreach - Finalist interviews
Most school districts have only rudimentary resources for job seekers, making it hard to attract top talent.
Since 2012, TNTP has helped more than a dozen school systems make a compelling pitch to educators. Often, we only have a few weeks notice before launching a recruitment campaign, so we developed cost-effective website templates to streamline the launch process.
In Action: DC One of our earliest campaigns has profoundly shaped talent in DC Public Schools, now the fastest improving urban district. It rallied teachers and principals behind a bold vision: defying expectations about what urban schools and students can achieve.
The campaign used a microsite, social media and advertising to attract record numbers of applications from talented teachers. In the year the site launched, teacher applications grew by 70 percent. Of those applicants, 90 percent were qualified for the job, up from 68 percent. Read more on TNTP's blog.
Role - Business development - Campaign strategy - Brand and value proposition - Copywriting - Website development - Social media and ad strategy
Since 2001, TNTP has recruited and trained 32,000 new teachers for school districts in a dozen cities.
In 2013, TNTP unified its teacher training under a new national brand and website: TNTP Teaching Fellows. The campaign sends a clear national message, yet retains local appeal. We rolled out new brand resources nationwide and trained dozens of brand ambassadors to convey the new messages.
In its first year, the campaign inspired 35,000 people to apply to teach. The website also won a Gold Addy from the American Advertising Federation, Madison.
Role - Brand strategy - Creative direction - Copywriting - Website development - National brand rollout