CalTeach Brand Identity and Campaign Development
CalTeach—a program designed to produce professional teachers with rigorous STEM backgrounds—asked Molly Duggan Associates to help create a new brand identity to capture the attention and imagination of students and faculty on campus. Based on recommendations from several other university clients Molly Duggan Associates had worked with, the CalTeach team had high expectations for a fresh and comprehensive identity and campaign plan. —And they needed it delivered in 3 months.
From the first planning meetings in June, 2013 to delivery 3 months later, Molly Duggan Associates conducted extensive interviews and mission analysis, developed a comprehensive brand identity and style guidelines, created collateral materials and giveaway items, and delivered a long-range campaign roadmap to help the CalTeach staff deploy successive waves of attention-grabbing activities. The roadmap included strategies ranging from e-mail blasts, to postcards and banners, to t-shirts and other specialty items, to social media strategies and established a coherent and easy-to-execute campaign to highlight CalTeach's core message: becoming a teacher means changing the world. Working within the Brand Guidelines, Molly Duggan Associates created materials that reflect the campus standards while uniquely representing the CalTeach identity and brand essence.
The market challenge for CalTeach is twofold: to reach target audiences consisting of STEM faculty and students and to overcome the stigma attached to the K-12 teaching profession. The campaign is to help students—and their faculty mentor —realize the importance of careers in primary and secondary education for the maintenance of a healthy society. The phased campaign designed by Molly Duggan Associates begins with the basic challenge of raising CalTeach's profile and proceeds from there to instill the idea that teachers can be among the most significant agents of change in the modern world.
Brand identity assessment
Key themes and messages
The mission of CalTeach is to elevate the concept of teaching as a professional career, and works to recruit, train, and retain tomorrow’s math and science teachers for urban schools. Teachers with the greatest respect for the learning process realize that they must challenge and expand their minds to do so for their students. CalTeach seeks to inspire professionals committed to learning as well as to teaching, who are dedicated to the proposition that education is the key to human progress.