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CASE STUDY | Macy's Teacher of the Year

Overview

Macy’s “Florida Teacher of the Year”

As part of its ongoing Florida representation, O&G was asked to help brand Macy’s as a strong education advocate. The retailer wanted to find a way to lend its support to this worthy cause in a manner that would generate significant news value without being perceived as commercial.

GOOD IDEAS
  • We elevated a small awards dinner for regional teachers into something special for educators across the state as the Macy’s “Florida Teacher of the Year” program
  • Established a partnership between our client and the Florida Department of Education
  • Produced program logos and collateral material that ensured each received equal billing
  • Collaborated with FDOE to build excitement through five regional “Call to the Principal’s Office” events to announce finalists
  • Created an Academy Awards-style show to crown the state Teacher of Year
  • Formed partnerships with WMFE-TV and a network of affiliates statewide to produce a television special broadcast live on Florida Public Television.
  • Developed a “Welcome Back” program when newly-crowned teachers returned to their schools to showcase how the private-public partnership put educators first
GOOD RESULTS
  • The annual Teacher of the Year awards process consistently produced statewide media coverage and community goodwill for Macy’s and FDOE
  • Florida teachers and public schools received more than $2 million from Macy’s
  • The retailer was recognized as the largest single contributor to improved education in Florida.