OUR WORK K12 Coalition
Unifying a National Voice to Support the People Behind Student Success
At a time when schools are grappling with teacher shortages, burnout, and increasing pressure to improve student outcomes, K12 Coalition exists to support educators across every stage of their professional journey. From teacher preparation and certification to instructional practice and leadership development, the organization’s mission is centered on ensuring educators feel seen, supported, and equipped to succeed.
K12 Coalition partnered with us to bring greater clarity and cohesion to that mission. While the organization already included respected divisions with strong reputations in the education space, it lacked a unified market identity that connected the full scope of its work.
GOAL
Our goal was to help K12 Coalition evolve from a collection of individual entities into a unified, recognizable authority in education. Through a strategic communications campaign grounded in visibility, credibility, and consistency, we worked to position the Coalition as a trusted resource for educators at all levels as they navigate some of the most urgent challenges in K–12 education today.
SECTOR EXPERTISE
Education
39.2%
share of voice
32
media placements
35
secured media opportunities
The Work
We began by digging into the realities educators and administrators face every day. Districts across the country are struggling to recruit and retain teachers, support professional growth, and improve student achievement amid constant change. At the same time, the education market is crowded with fragmented services and quick-fix professional development solutions that often fail to deliver measurable impact.
Research also revealed a major opportunity. While several Coalition divisions had strong reputations, the broader organization held just an 8.3% share of voice in key education media before the partnership. There was clear potential to unify these strengths under a single brand story that could break through the noise and position K12 Coalition as a leading voice in school improvement, teacher development, and instructional practice.
That insight became the foundation for the “Support You Feel With Results You See” campaign. We built a messaging framework connecting the Coalition’s divisions through a shared narrative focused on tangible outcomes for educators and students. Topics like equitable grading, teacher certification, chronic absenteeism, and instructional strategy became core storytelling pillars, positioning the Coalition as a practical, research-backed authority on today’s key education challenges.
From there, the focus shifted to sustained visibility and trust. We maintained a steady cadence of media engagement, including pitching story angles, coordinating interviews, placing thought leadership, and connecting reporters with Coalition experts. High-impact placements in outlets such as Education Week, Cult of Pedagogy, and Edutopia elevated the Coalition’s voice on topics from teacher preparation to instructional best practices.
At the same time, our team supported key milestones with coordinated national and regional outreach, including targeted efforts in Texas and other priority markets. Executive leaders across divisions also participated in media training and interviews that strengthened message alignment and expanded visibility in conversations around teacher training and certification.
The results reshaped K12 Coalition’s market position. Within a year, share of voice rose from 8.3% to 39.2%, making it one of the most visible organizations in its category. Ongoing thought leadership established Coalition leaders as go-to sources for education journalists and policymakers, while 24 secured media interviews and byline opportunities allowed executives to speak directly to the core challenges facing today’s districts.
Most importantly, the campaign changed perception. Rather than a collection of separate services, K12 Coalition emerged as a unified, mission-driven leader focused on improving outcomes for educators and students. By clarifying the brand and amplifying its expertise, we helped strengthen both awareness and influence of K12 Coalition across the landscape.