Case Study: Teach.gov
Recruiting the next generation of teachers.
With approximately 1.7 million teachers needing to be hired by 2017, U.S. Department of Education (ED) wanted to launch a national campaign to both improve public perceptions of the profession and recruit highly qualified individuals into the profession. To reach these goals, ED engaged Rock Creek to create the brand and messaging for the campaign and to conceptualize, design, and develop TEACH.gov, the cornerstone of the campaign.
Through targeted research, Rock Creek created a unique brand comprising a logo, messaging framework, and brand design framework and used them to develop an interactive website built on the open-source Drupal CMS. Rock Creek created a content strategy, conceptualized and created designs, programmed and developed the site, and built out the functionality including the jobs portal.
Website visitors can access in-depth information about teaching and use an interactive tool that puts them on a customized path to joining the profession. To connect users to their individualized paths, Rock Creek researched and analyzed numerous government and private sector data sources and integrated them into the website, providing a seamless experience and fully customizable results. To draw people to explore and engage with TEACH, Rock Creek created an online marketing strategy that includes search engine marketing and advertising, social networking, and search and website analytics.