To begin executing that plan,
DESE is currently in the planning phase of a multi-year initiative to promote
evidence-based early literacy practices in Massachusetts schools. We
anticipate that the initiative this year will entail:
working with an
esteemed group of researchers in the area of early literacy to develop
user-friendly, web-based guidance documents on early literacy instruction
launching a new
DESE-hosted evidence-based early literacy website to host these guidance
documents and associated resources.
The Massachusetts Department
of Elementary and Secondary Education (DESE) released a Literacy Strategic Plan
in 2019 that specified Evidence-Based Early Literacy as a key priority. Our
goal is for ALL children in the Commonwealth to read proficiently by third
grade. To achieve that goal we need to increase achievement across the board
and particularly for students living in poverty and for multi-lingual learners.
(See this web page for details: http://www.doe.mass.edu/instruction/literacy-humanities.html)
To be successful in reaching
and impacting many educators statewide, this initiative will require a
thoughtful strategy for messaging and publicity. We need to go beyond technical
information-sharing to change the hearts and minds of educators and help them
move towards implementing new practices. To that end, we plan to work with a
range of groups and organizations to promote evidence-based early literacy as
part of a coordinated campaign. This campaign will include, but is not limited
Massachusetts educators who use evidence-based early literacy practices in
their classrooms and documenting their work through visits, videotaping,
interviews, and sharing of compelling achievement data
conference in October 2020, open to all Massachusetts educators who work with
early literacy, to promote the new resources being developed related to
evidence-based early literacy
DESE seeks a vendor with
experience in communications, marketing, and/or a related field to support with
publicity strategy, messaging, and communications with educators.
Scope of Work:
Specifically, the vendor
communications strategy based upon the particular context and goals of DESE’s
initiative. As a minimum this strategy will address website, media, messaging,
and partners. The vendor may conduct market research to inform this strategy
but that is not a requirement.
Develop a name
for the initiative and a core narrative.
mapping and translate technical information into key messages for each
and external meetings related to DESE’s evidence-based early literacy
initiative in order to develop awareness and context of the work.
Set up visits to
three (3) DESE-identified early literacy teachers in Massachusetts to videotape
the classroom during literacy instruction and to interview the teacher about
his/her literacy practices.
videotape interviews with up to three (3) additional DESE-identified
stakeholders, potentially including students, parents, DESE staff, researchers,
or other experts in the field. Review interview questions with DESE.
Using clips from
the videos referenced above, produce at least two (2) professional-quality
videos to engage the field with DESE’s evidence-based early literacy resources
and highlight educators with successful practice.
image, text, and video content for DESE’s evidence-based early literacy
website, in accordance with technical requirements as provided by DESE’s web
team. This content will be drawn from the classroom visits and interviews
Develop a package
of content related to this initiative (e.g., tweets, images, newsletter
copy) that can be disseminated by our partner organizations as part of a
coordinated publicity campaign.
coverage of events and/or related op-eds in local news media, as determined by
the communications strategy
8-12 MA-based groups, including professional associations, advocacy groups, and
technical assistance providers, who have agreed to co-sponsor and promote this
initiative as part of a coalition for evidence-based practice. At a minimum,
this will involve providing publicity content (e.g., tweets, images, newsletter
copy) to these organizations and communicating with them to execute a
coordinated publicity campaign.
with DESE, coordinate with up to ten (10) experts in the field of early
literacy who are co-sponsoring our guidance documents to lend support to our
initiative, including through gathering quotes or video clips for our website.
Provide compensation for up to 10 expert advisers in the form of honoraria,
with DESE, prepare 5-7 experts in the field of early literacy to speak at a
conference for Massachusetts educators in October 2020. Provide speaker fees
and/or travel costs for these experts where necessary and appropriate.
Communications strategy, including a name for the
initiative, audience mapping and key messages
High-quality audio-video footage of three
(3) Massachusetts teachers, including at least 1 hour of classroom literacy
instruction video and 1 in-depth interview per teacher, provided to DESE in an
editable digital format
High-quality audio-video footage of interviews with up to five (5) additional
DESE-identified stakeholders, provided to DESE in an
editable digital format
Approved “storyboards” for at least two promotional
videos, each 2.5-5 minutes in length, that bring together clips of classroom
instruction, teacher interviews, other interviews, student achievement data,
research-based information, and information about DESE resources
Two (2) professional-quality promotional videos based
upon the approved storyboards
Image, text, and video content for DESE’s
evidence-based early literacy website and for marketing/promo purposes,
delivered based on DESE specifications. This content will be drawn from the
classroom visits, interviews, and experts in early literacy identified by DESE.
Arranged media coverage of events, as determined
appropriate by the communications strategy
5-7 experts in the field of early literacy who are
well-prepared to speak at a conference in October.