When the shortage of teachers began to become a real, big problem, especially in our home state of Alabama, we knew that something had to be done, and quickly.

With critical shortages taking place in math, science and special education, we recognized that we needed to reach existing and potential educators, as well as tout the state’s educational programs and initiatives to improve overall perception throughout the state and across the Southeast. Plus, we needed to promote and elevate the highly noble and super important profession of education with a message that was loud, proud and profound.

We started by creating an innovative campaign that simply thanked teachers across the state for all that they do. Our “Thank You” campaign was strategically launched during the challenging backdrop of the Covid-19 pandemic. Recognizing the prevailing sentiments during this period, our team made a deliberate decision to steer clear of a recruitment campaign, which might not have resonated positively with our audience. Instead, we chose to double down on our existing teachers, expressing our sincere gratitude and providing them with heartfelt encouragement. What started in 2020 has grown into an annual event and a constant reminder to spread the love to our selfless and dedicated teachers.

Across 3 years, accolades include:
– 236M+ Earned/PR Impressions
– 227K+ Organic Social Impressions
– 42.4M+ Paid Media Impressions

Next, we tapped into the emotions being felt by teachers and the relationships they have with their students as a way to connect to prospective educators. It aimed to highlight the profound, yet often intangible, rewards that stem from the micro-moments shared between students and teachers. These moments, marked by meaningful achievements, served as the cornerstone of why teaching is such a fulfilling profession. Beyond this emotional connection, the campaign also sought to cast a wider net, targeting a broader audience with the intention of reshaping prevalent perceptions regarding education as a career choice.

– 500K+ Website Visits
– 2.25M+ Social Reach
– 100M+ Paid Media Impressions
– 986K+ Paid Social Engagements

With the enactment of the TEAMS (Talent Expansion and Attraction Measures in States) Act, we felt that it was imperative to adopt a verifiable and straightforward communication strategy to effectively draw talent from regions beyond our state’s borders. This deliberate choice not only positioned us as a formidable contender within the Southeast region but also effectively highlighted the significant commitment Alabama is making towards the advancement of STEM (Science, Technology, Engineering and Mathematics) education. By doing so, we underscored our dedication to nurturing a robust and highly-skilled STEM workforce, which will undoubtedly shape the future of our state’s technological and scientific landscape.

– 4.1% increase in intent to become a teacher after being exposed to a “TEAMS” campaign ad
– 7,500+ interested applicants
– 3,500+ positions filled (goal 3,000)

Knowing that we needed to bridge the generation gap between educators and students, we created a campaign that told the Gen Z audience that they have the potential to be a different kind of influencer for our schools, students and communities. In both message and media, we created a social-driven campaign for the first social-native generation—reframing what it mean to be an influencer.

The “Influencer” campaign delved deep into the psyche of Gen Z, meticulously unravelling their profound connection to social media, content creators and influencers. Our overarching objective was to persuade our target audience that the most potent source of real-life influence resides within the realm of teaching. Whether it involves sparking inspiration among a collective, crafting captivating content, or amassing a substantial following year after year, there exists no more influential figure than a teacher.

– 3.7M brand engagements
– 10M+ video completions
– 12% increase in overall awareness
– People exposed to an “Influencer” campaign ad were 26.5% more likely to report experiencing positive feelings towards considering the teaching profession.

Overall, the We Teach Alabama campaign has delivered 201.9 million brand exposures to people in and outside of the state of Alabama.

Alabama needs more influencers.

Since 2010, Alabama has seen a 40% decrease in students entering teacher education programs. But what do you do when young people are setting their sights on careers as influencers? You show them the influence that Alabama teachers can have.

Teachers Are the Real Influencers

There’s a need for teachers now more than ever, but as students’ interests and professional desires change, recruitment efforts need to change too. The “Teachers Are the Real Influencers” campaign targets future teachers where they’re already spending their time: on social media. Along with multi-platform video ads, Alabama-based influencers are sharing their channels with Alabama teachers to spotlight how teaching has real influence.

We tapped Alabama-based influencers like University of Alabama basketball player Mark Sears to highlight teachers.

It’s been well documented that the need for teachers across the country is critical. In Alabama, it’s a full-on emergency. With an evolving classroom, teacher burnout and a mass call for higher wages across the board, the number of people entering the academic field has slowed to a trickle. So, how could Alabama attract new teachers? By reshaping the image of teaching in Alabama from a profession of overwork and underpay, to a meaningful calling to make a difference.

The “We Teach Alabama” campaign is a multi-year advertising and PR effort, targeting a new generation of potential teachers. Optimistic, ambitious and passionate 17-to 22-year-olds. Ready to make a difference while, yes, making a paycheck. The socially-driven campaign drives to WeTeachAlabama.com, a content hub that streamlines the process from interest to application. Big also created a platform for people to show some much deserved appreciation to the teachers in their lives. In just the first three months, more than 500 teachers have answered the call to educate the next generation of Alabamians.

Launched in February 2020, the Apple-backed Ed Farm provides technical and coding education for Birmingham’s most disadvantaged students. Big not only created the Ed Farm brand — with visually appealing three-dimensional iconography and vibrant gradients embodying transition and change — but also planned and executed an event featuring Apple CEO Tim Cook to publicly launch it in a way that earned media attention, excited the community, and embraced the future of technology throughout Birmingham. For its collective efforts — and due to the successes Ed Farm has experienced since launch — Big was named a national 2020 PR NEWS Platinum PR Award winner in the Community Relations category.

Go Build Alabama has been building a presence in the Yellowhammer State for a few years now. But we couldn’t sit around and wait for interested students to come to us—we had to bring the message to them.

The University of Montevallo is a unique place. As Alabama’s only public liberal arts university, it attracts an incredibly diverse yet likeminded group of individuals with a passion to create their own path instead of following those more traveled.

Most people think the key to a successful career begins with a four year degree. While a college education is a great start for many people, the long term effect of that preconception has been a serious depletion of younger workers into the skilled trades. Now, for every four tradesmen set to retire in the next few years, there’s only one in the training pipeline. That means the industry is about to be hit hard by a supply/demand ratio that will drive up the cost of labor and create serious logjams in construction queues.