Re-energizing a National Program

Rebranding an Awards Program Boosts Quantity and Diversity of Talented Teachers

For more than 20 years, the National Science Foundation (NSF) worked to improve math and science education through its Presidential Awards for Excellence in Mathematics and Science Teaching (PAEMST). However, despite NSF’s efforts, the pool of award applicants had diminished in quantity and racial and geographic diversity. NSF officials felt the program needed a higher profile among national and local educators and education organizations, and turned to a multidisciplinary team of specialists that included Beth Singer Design. 

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In a series of discovery and strategy meetings, we collaborated with other team members to clarify objectives, assess options, and develop a comprehensive communications plan. Working with public relations firm Tricom Associates, professional services firm ESI, and a web developer, BSD took the lead on rebrand redevelopment for PAEMST, concentrating on the program’s look and key messages on a variety of materials — including a website, sponsor’s kit, recruitment advertisements and in-school posters, direct mail, stage backdrops, on-site signage, award and program booklets, memory book, and invitations. 

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BSD supported the aggressive four-year communications strategy by overseeing the rebranding effort. We also delivered branded materials to communicate to various audiences throughout the campaign, including awardees, NSF staff, the White House, the press and others. In addition, we coordinated and tracked advertising, recruitment, and editorial aspects, and reported to the contractor on a monthly basis.  

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“I love a team that thinks like me…what can we do better, faster, earlier? Hopefully I have conveyed this throughout our partnership…but if I haven’t lately…you guys are awesome to work with!”

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— Tanya Tucker, Former Program Director for the Presidential Awards for Excellence in Mathematics and Science Teaching, ESI