The Challenge
In cooperation with Partners in Learning, a worldwide network for education advancement, Microsoft developed innovative programs, technologies and tools for improving teaching and learning opportunities. The German subsidiary network of Partners in Learning and its Web presence, Innovative Teachers Network (ITN), had received little attention since their creation. German media did not perceive Microsoft’s activities as an honest effort to support educational reform. Instead, Microsoft was accused of influencing schools through product management disguised as corporate responsibility.
Partners in Learning enlisted APCO Worldwide to develop and implement a plan for actively engaging the media with an event for teachers. The event aimed to correct the image of Microsoft within German schools, while simultaneously enhancing ITN’s Web presence.
The Solution
Based on Partners in Learning’s requirements, APCO developed the criteria for the event implementation. Microsoft saw the event as an opportunity to launch a new teacher network while positioning Microsoft as a competent partner and trendsetter at the forefront of education. A further goal was to gain more attention for Partners in Learning, its partners and ITN in the public sphere.
By identifying the key themes of the event, APCO developed the central idea: “Bread and Games.” “Bread” represented knowledge shared by a teacher and “Games” stood for the necessity to consider role playing and skill development when teaching. “Games” also emphasized the playful character of new media, supported by the choice of the location, the Stunt Center in Bavaria Filmstadt.
|
 |
The strategic idea of the event was to connect knowledge transfer and football, capitalizing on the general enthusiasm and media attention for the upcoming World Cup. This was achieved through a series of lectures with prominent personalities from sports and academia, reflecting the parallels between teachers and football coaches. Following the lectures, journalists were invited to a press luncheon where these leaders discussed performance and motivation. The media representatives then had the opportunity to play a football match against popular coach Ralf Rangnick. Afterwards, the teachers participated in new media workshops and developed teaching units that dealt with the World Cup.
The Result
More than 100 teachers participated in this innovative training experience, and they provided enthusiastic feedback. The event also boosted ITN registration.
The workshops allowed attendees to experience interactive teaching and learn how to enrich lessons with new media. Microsoft implemented its presence in a discreet way, but was positioned as a trendsetter.
Services Provided
- Coalition building
- Issue management
- Media relations
- Online communication
- Positioning
View all APCO services
Back to Case Studies
Back to Europe, Middle East, Africa Case Studies
|
APCO developed a convincing modern concept which provided a new perspective on the teaching profession and presented Microsoft as a competent partner at the forefront of progressive education.
