Shaping the Future of Learning with Digital Promise
791 registrants
across four LinkedIn Live events
600 leads for webinars
on adult learning and learning disabilities
Several op-eds, media mentions, feature articles, and podcast guest appearances
Overview
The future of learning must be one in which every student can thrive. Since 2008, Digital Promise has been leading the way toward this future. Hatcher has supported Digital Promise’s strategic communications since 2022, shining a light on its work across research, practice, and technology. From organizational messaging, to media placements, to LinkedIn Lives, we are elevating Digital Promise’s thought leadership on the future of learning overall, as well as on timely topics such as chronic absenteeism and AI in education.
Challenge
Since its inception in 2008, Digital Promise has grown rapidly, increasing and expanding its impact and reach. But with its growth and evolution came the challenge of communicating what the organization does, how it does it, and the value it brings to the education field. This challenge, along with exciting opportunities—including a newly appointed CEO and new long-term impact goals—spurred Digital Promise to seek support from a strategic communications firm to help tell its story and establish the organization as a leading voice in its areas of expertise.
Solution
Through our collaboration, Hatcher has become a trusted thought partner to Digital Promise. We have both facilitated the organization’s proactive strategic communications planning and have been called on to provide crucial, in-the-moment support.
Crafting a Unified Voice
Our work began with content: We wanted to enhance Digital Promise’s messaging to reflect who the organization is today. Through foundational messages, including new mission and vision statements, as well as audience-specific messages about the value and support that Digital Promise provides, we delivered powerful, concise language that captures the organization’s multi-faceted contributions to the education field. This new messaging was embraced by Digital Promise’s CEO and leadership team and put to immediate use across its website and communications materials. We later helped develop messaging for Digital Promise’s work related to artificial intelligence, with the goal of elevating Digital Promise staff as long-time leaders with their fingers on the pulse of what has led us to this moment with generative AI, what school leaders are prioritizing, and how ed tech developers can help make AI tools that support every learner.
Turning Insights into Influence
Hatcher also worked to position Digital Promise leaders—in particular its CEO and president, Jean-Claude Brizard—as thought leaders in the organization’s key issue areas, which include digital equity, digital transformation, and AI in education. We developed an executive branding profile for the CEO and president that served as our “compass” in helping to identify strategic, aligned opportunities to showcase his leadership and expertise. Our multi-pronged strategy for this thought leadership work included gaining media coverage and placing op-eds in outlets such as Education Week, The Hechinger Report, and the 74; developing and executing a podcast pitching strategy to successfully place Digital Promise leaders as guests on education, technology, and leadership podcasts; and connecting the CEO and president with reporters at industry conferences.
We capitalized on opportunities throughout the year to position Digital Promise as an influencer and expert voice, such as promoting its white papers on digital transformation and digital equity. We developed social media content and graphics, drafted an executive summary, secured media coverage about the papers, engaged key partners in promoting the work, and drafted and placed op-eds.
Impact
- 791 registrants across four LinkedIn Live events
- 600 leads for webinars on adult learning and learning disabilities
- Op-eds placed in The Hechinger Report and The 74
- Media coverage in Education Week, Alabama’s ABC news affiliate, Rockland County Times, K-12 Dive, and District Administration
- Articles published in Learning Forward’s The Learning Professional and AASA’s School Administrator Magazine
- CEO participation in NAEP release event
- Meet-ups with reporters at industry events and conferences
- Podcast guest appearances published or scheduled on Ed on the Edge (GSV), Ed Tech Insiders, EdUp Ed Tech, Leading Equity, and We Are For Good.
- Developed organizational messaging that was embraced by CEO and full leadership team and put to immediate use, both on Digital Promise’s website and in other resources and speaking opportunities.
Capabilities
Analysis, optimization & reporting
Content
Crisis comms
Digital advertising
Earned media
Website information architecture
Social media
Strategic communications
Virtual events
Graphic design