What we did
Client
At Molly Duggan, we thrive on rethinking the status quo, especially in dynamic academic environments like University of California campuses where the future of education is constantly being reshaped. Recognizing a critical gap in how top STEM students perceive the teaching profession, CalTeach engaged our team for a bold rebranding initiative. Our campaign, “Bold Community of Scholars Igniting Discovery,” extends beyond traditional marketing—it’s a movement designed to elevate teaching to its rightful status as a prestigious career choice for the brightest minds seeking to make a significant societal impact.
Challenge:
The primary challenge facing CalTeach was to overturn entrenched perceptions about the teaching profession, which historically had not been seen as a first-choice career path for top STEM students. Our strategic journey was set to not only challenge these outdated views but also to pave innovative paths for future educators. By igniting a renewed passion and enthusiasm for teaching, the “Bold Community of Scholars Igniting Discovery” campaign aimed to inspire the next generation of scholars and innovators to view education careers as both noble and vital to societal progress.
Solution:
Molly Duggan Associates launched the innovative “Bold Community of Scholars Igniting Discovery” campaign to redefine K-12 teaching as a dynamic, research-oriented profession. By positioning educators as scholars who continuously engage in discovery and learning, the campaign aligned teaching with qualities traditionally associated with high prestige and intellectual rigor. Our comprehensive approach included stakeholder interviews, strategic analysis, and the development of a vibrant brand identity, alongside compelling marketing collateral and a detailed campaign roadmap.
At Molly Duggan Associates, we believe in redefining what it means to pursue a meaningful and prestigious career. Our 'Bold Community of Scholars Igniting Discovery' campaign positions teaching as not just a noble profession, but as a vibrant field of research and innovation, appealing to the brightest minds who wish to make a profound societal impact.
This pivotal project brought us into classrooms where we met with young, dedicated teachers whose passion for science transforms students' lives. We followed these dynamic educators into the research labs at the Joint BioEnergy Institute during the summer, where they dive into cutting-edge bioenergy research. The knowledge and enthusiasm they garner from this real-world scientific exploration are then channeled back into the classroom, igniting a cycle of inspiration and discovery. At JBEI, they're not just teaching science; we're expanding the boundaries of what's possible in bioenergy, driving innovations that pave the way toward a sustainable future.
Execution:
Over a three-month period, from initial planning to launch, Molly Duggan Associates crafted and delivered a suite of branding materials that reflected CalTeach’s new identity. This included digital marketing strategies, eye-catching print materials, and engaging specialty items, all designed to resonate with potential recruits and the academic community. Each component was tailored to reinforce the message that becoming a teacher is about making a profound impact on the world.
Impact:
The campaign dramatically elevated CalTeach’s profile, attracting a wave of high-caliber candidates and reshaping faculty and student perceptions across the campus. By emphasizing the scholarly aspects of the teaching profession, the campaign effectively challenged and began to dismantle the stigma associated with K-12 education careers, positioning them as a critical and esteemed pathway. A pathway addressing the needs and aspirations of the candidates over time.
Client Summary
CalTeach is committed to elevating the teaching profession, recruiting, training, and retaining tomorrow’s leaders in math and science education for urban schools. Believing firmly that education is key to human progress, CalTeach inspires educators who are dedicated both to learning and to teaching—a dual commitment that is central to their mission.
