U.S. Department of Education/National Assessment of Educational Progress
Client
The U.S. Department of Education's National Assessement Governing Board (NAGB) conducts the National Assessment of Educational Progress, known as the Nation's Report Card—the only continuing source of information on educational achievement in the United States.
Challenge
To increase the participation of 12th-grade students in the National Assessment of Educational Progress, NAGB considered forming partnerships with corporations and celebrities to promote the effort among both students and their high school principals. NAGB engaged Reingold to research the legal, ethical, and budgetary issues that such partnerships might raise, as well the particular corporations and celebrities that might serve as the most effective partners.
Enter Reingold
Reingold prepared a research report detailing the history and nature of partnerships between government and the corporate sector, conducted interviews with marketing executives to assess the feasibility of partnerships, and orchestrated focus groups to determine the best approaches for leveraging corporate and celebrity support for this critical initiative. Reingold also conducted interviews with private school principals to solicit their suggestions on increasing private school participation in the assessment.
Results
Reingold provided a detailed roadmap for NAGB to attract more corporate and celebrity support and identified specific potential partners. We also developed the most compelling messages for achieving corporate backing and determined the types of collateral for champions to gain organization-wide support for partnerships with NAGB.