Since 2001, TNTP has trained 32,000 talented new teachers for urban school districts nationwide.
In 2013, TNTP unified its teacher training under a new national brand and website: TNTP Teaching Fellows. It asks candidates, "What will you teach?"
Great teachers teach academics–and so much more. They teach students curiosity. Creativity. Wonder for the world. Resilience to overcome challenges.
The campaign celebrates the challenge of teaching and the fullness of its impact, while the local images honor the diverse communities that Teaching Fellows serve.
Role - Brand strategy - Creative direction - Copywriting - Website development - National brand rollout
DC Public Schools is one of the most innovative U.S. school districts, but not all job seekers knew that.
The Join DC Public Schools campaign 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 2013, teacher applications grew by 70 percent. Of those applicants, 90 percent were qualified for the job, up from 68 percent in 2012.
Role - Campaign strategy - Copywriting - Website development - Social media and ad strategy - Creative direction for 20 videos
In 2012, TNTP published The Irreplaceables, a report that changed that national conversation on teacher retention.
"Irreplaceable" teachers are so good they're nearly impossible to replace. Yet they're ignored and undervalued at every turn.
Launched with the U.S. Secretary of Education, the report earned supportive editorials in The New York Times, USA Today, The Washington Post, The Chicago Tribune, and coverage in dozens of top media outlets.
Role - Creative direction - Data visualization - Report production and project management - Social media strategy - Launch event and publicity
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. Kiva is using the portraits to create connections with lenders and to highlight loans that advance Kiva priorities, such as women's empowerment and clean energy.
Profiled Kiva partners include Grameen AppLab, Honey Care, Juhudi Kilimo, KOMAZA, Sanergy, Solar Sister and Strathmore University, among others.
In order to launch a $25,000 prize for amazing teachers, TNTP needed to build a brand from scratch.
The Fishman Prize brand identity, used in both online marketing and publications, conveys prestige and puts great teachers front and center.
In 2013, just one year after the prize's launch, teachers applied from nearly every single state in the nation. Media coverage consistently described the prize as a "prestigious national award."
Role - Brand identity - Web development - Social media and outreach strategy - Publication design
A series of video profiles of Kiva's borrowers and social enterprise partners in East Africa is launching soon.