Teachers are isolated in their classrooms. They feel undervalued, overwhelmed, pressed for time and inundated with demands. And although content for teachers abounds, no focused entity was helping find the teachers who needed these resources, reach them effectively, and move them out of isolation and into a larger professional network or community.
Redbird defined their core teacher audience, put together a strategy for how to reach them, then launched Teacher2Teacher, a multi-platform initiative designed to offer teachers the support networks they need to connect and improve student outcomes. We paved way for teachers to spend less time hunting for materials, information and professional networks and more time improving their practice.
Redbird found, connected with, and developed relationships with teachers nationwide, from major tech ed influencers on Twitter to micro-influencers showcasing their classroom projects on Pinterest.
The teacher stories we surfaced and humorous videos we developed helped teachers “find their tribe,” build bridges with one another, and learn new ways to inspire and challenge their students.
Through original and co-created content, we grew the Teacher2Teacher audience to more than 200,000 highly engaged members within six months. There are now almost 1 million followers across social networks. Average engagement rate on Facebook is 5%. Our innovative T2T help-a-fellow-teacher “bat signal” had a 85%-95% response rate, and our hashtag “whyiteach” averaged 1000+ uses per week. Several content pieces went viral to an extended audience, including a video that has received 2 million+ views to date.