Background:

iEARN a non-profit made up of over 30,000 schools in more than 140 countries, was having an identity crisis.
Over the years they had added several new programs and as a result were having trouble clearly and cohesively articulating their work and its impact.

 

Objective:

Ensure iEARN stays relevant 
for a new generation of teachers, students 
and evolving education needs.

 

Challenges:

• Develop a cohesive and differentiated brand story.

• Change perception of organisation as 'antiquated in its approach' because they have been around a long time.

• Find ways to diversify revenue streams to support professional development for teachers and virtual learning and physical exchange programs, for students.

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Solution:

Conducted discovery including in-depth interviews with founder, board members, country leads, grant maker and educators. Reviewed first and third party research reports, conducted desk research on cultural, competitive and education trends and facilitated a workshop with iEARN's executive leadership team.

 

Outputs:

1. Revised brand purpose with updated vision and mission

2. Created a new marketing framework that cohesively brought together disparate offerings

3. Developed key messaging for each audience: teachers, students, administrators, parents, grantees, donors, etc.

4. Conducted brief writing workshops with iEARN team and designed briefing templates

5. Worked with creative agency to develop:

   • Fundraising pitch and talking points

   • Corporate deck

   • Marketing mailers

   • Outreach cards

   • Social media assets