The Client

The Michigan Education Association (MEA), a professional education organization representing over 150,000 teachers, school employees, faculty and staff with an operating budget of approximately $70 million.

The Opportunity

With the advent of new media, it was suggested MEA implement the use of podcasts, multimedia and video in their communications to attract and appeal to a wider audience. Their strategic communications eventually encompassed all new media technologies with my lead; podcasts, interactive CDs for training and resources, blogs, web videos, public service announcements and multimedia.

The Solution

With the opportunity to bring issues affecting education to the forefront in a dynamic way, I took the initiative to learn all I could about multimedia, video production and new media. We wrote, produced and distributed many DVDs, interactive CDs, podcasts, multimedia videos and presentations over 10 years. Using the production assets already available, other multimedia pieces were created to enhance that subject, other shorter pieces were created for the Internet or commercials, or were incorporated and re-purposed for use in new projects. Designed DVD packaging and labels utilizing video graphics for consistent look. Procured equipment, setup studio and learned videography and lighting techniques to shoot videos.

Key Results / Highlights

• Initiated, produced and delivered President’s Message videos to membership

• Showcased human rights award recipients at the Human Rights Banquet in multimedia and video presentations

• Dynamic presentations engaged leadership and membership at conferences

• Highlighted members and what they do for children and schools every day—sampling:

Real School Heroes 30-second commercial spot

CMU Faculty 15-second spot for movie theater advertising

• Produced multimedia projects highlighting legislative issues and attacks on public education—sampling:

The Truth about School Funding produced with drawings and stop motion

Enough is Enough! rally footage used to showcase Virg Bernero

Pontiac School District layoffs interviewed parents and teachers

• Won awards for DVD production (also designed packaging):

Electing Your Employer DVD won National Education Association (NEA) Public Relations Council Distinguished Achievement Award

Closing the Achievement Gaps and Educational Support Personnel: Life Stories DVDs won Michigan School Public Relations Association (MSPRA) Award Distinguished Achievement Award

• Won MSPRA Distinguished Achievement Award for BFCL Communications 101 Interactive CD

• Delivered multimedia in a variety of ways: DVD, Website, YouTube, movie theater advertising, cable TV, etc.

• Continued advancement of technology as it became available