One Page Summary

Our goal is to help AllGrow go beyond a traditional marketing campaign for the Change Architects program. We will engage their team members and target audiences (teachers and children) to co-create a solution that has the potential to self-sustain itself and continue to scale Change Architects. We will bring in marketing and digital experts, as well as experience designers to facilitate and co-create with the incumbents.

The goal of our marketing product will be to: (1) attract new teachers to the Change Architects program, (2) inspire existing Change Architects to continue to run projects, and (3) build a community mechanism among teachers as a sustainable platform.

Our approach is embedded in the human-centered design. This ensures that we go beyond conventional communications design onto uncharted territories of innovative marketing solutions. We follow the typical steps of human-centered design and for this project, we will focus on co-creation: collaborative design in which an external team of facilitators, designers and experts (us) and client team members and target audiences work together to design solutions. The nature of design implies that innovative solutions are risky concepts, therefore, prototyping and testing will de-risk and hone into one to three solutions that are desirable, viable, and feasible. Innovation is an implicit aspect and output of our human-centered design and so we expect that innovation will be created at the intersection of this multidisciplinary approach.

Certain principles will guide this approach. First, we will aim at both growing and inspiring the base of teachers enrolled as Change Architects. Second, a community mechanism will have to be part of the solution as a key sustainability element. Third, solutions will also target outside audiences such as foundations, corporate or individual donors in order to gain future support resources. Fourth, a combination of qualitative testing with digital analytics will be used to select the best solution mix.

All our team members are practitioners of human-centered design. We also bring in technical expertise in the areas of marketing, advertising, digital, and social work. We also have access to a community of 1,000 design thinkers with various technical skills that we will draw upon when needed.

The impact will be measured based on the reach of the target audience. We expect the campaign to be mainly digital, thus ensuring robust measurements. This should easily allow counting new teachers enrolling in the program. Beyond enrolling 1500 more teachers in the program we intend to measure the energy level that our solution will generate among teachers as an engagement factor. Engagement levels are the best measure of sustainability and scalability.

Our intention is to design a marketing solution that will be both self-sustainable and scalable with low resources, being based on a collaborative effort and generating content to ensure both scale and sustainability.