Case Studies

Louisiana Office of Teacher Quality

The Background

No state has faced bigger challenges in 2006 than the state of Louisiana. The Louisiana Department of Education (LDOE) recognizes the integral role its teachers play in helping its citizens overcome the tumult of Hurricane Katrina so that the state's students can continue their educational development. The Office of Teacher Quality, the organization within the LDOE responsible for the recruitment, training, and development of its teacher workforce, sought Laine's expertise to facilitate a new public awareness campaign to promote professional development for the state's teachers.

The New Ideas

After extensive research, we realized that the existing name of the education department failed to communicate its primary role – to provide services and support to the educator community. Our experts recommended a new name, Office of Educator Support, a new logo, and a graphics scheme that would organize the different functions within the department. In addition to these changes, Laine created a comprehensive guide for educators that outlines the benefits of professional development.

The Better Results

The end result has been a fresh new look that makes it easier for Louisiana to deliver their core services to their key audiences: teachers, principals, and administrators. Louisiana launched the guide and updated brand in conjunction with a public awareness campaign that praised the contribution of teachers. The campaign, entitled Teaching – The Profession that Creates All Others, complemented the department's effort to demonstrate its commitment and support for its state educators.

Nebraska Career Education

The Background

When Laine began working with Nebraska, awareness and understanding of its Career and Technical Education programs was extremely low. Nebraska needed help in assessing the status of its Career and Technical Education (CATE) brand. To solve this problem, the Department of Education (NDOE) asked us to develop a plan to increase brand recognition throughout the state.

The New Ideas

Laine produced a comprehensive communication plan for Nebraska Career and Technical Education that defined the tools and techniques neededto achieve both their short-and long-term goals. One of these tools was a campaign tool kit, which provided support materials necessary to achieve the communication objectives of the plan. Our team then developed a new brand identity with a unique logo, an implementation guide with a companion brochure describing the re-designed CTE program, and a guidebook specifically designed to assist counselors in promoting the program to parents and students.

The Better Results

With the help of Laine Communications, the NDOE has seen dramatic changes in its effort to improve CTE education. As a result of the focused communications process, the State Board of Education has decided that Career and Technical Education is a critical element within each child's education and has approved Laine's recommendation to change Nebraska Vocational Education to Nebraska Career Education. As a result of Laine's support, Nebraska has been able to gain acceptance for its CTE program among students, parents, educators, employers, and government officials. All are embracing the new vision for career education in Nebraska.