ACTFL
Situation / Challenge
ACTFL is a Virginia-based membership organization of more than 12,500 language educators, students and administrators dedicated to the improvement and expansion of language instruction at all levels.
As the organization enters its second half century, it’s turning to larger questions of mission and image. How does a small, accomplished, vital organization support a growing global commitment to elevating the role of language in learning at every level without compromising its original mission to K12 teachers?
ACTFL turned to Sage to help them address these issues.
Approach
Sage worked hand in hand with ACTFL through a multi-faceted discovery process that uncovered insights about the learning community’s beliefs about language advocacy. These discovery efforts confirmed that ACTFL’s members and partners were ready for ACTFL to serve as industry champion for language learning on a global stage.
Using this knowledge, Sage developed messaging to reposition ACTFL as a place where the world’s educators, businesses, and governments go to advance the practice of language learning. We also updated ACTFL’s logo to have broader appeal for global audiences, with a tagline that amplifies ACTFL’s new positioning: Language Connects.
We began our outreach efforts with a campaign designed to build engagement and visibility around Lead with Languages month and establish ACTFL as the segment’s primary thought leader. This effort included an editorial and social media campaign in support of ACTFL’s Lead with Languages advocacy. A key tactic was to leverage the results of a commissioned survey on the demand for foreign language learning among US employers. Sage applied ACTFL’s new aspirational role to elevate the report’s narrative, resulting in a more strategic positioning asset for ACTFL’s leadership.
Finally, Sage developed new social content to support this campaign, using both organic and paid strategies along with rich media to maximize engagement. These efforts complemented our PR media efforts to ensure 360º coverage across their platforms.
Results
Sage achieved breakthrough levels in Twitter performance, including a 16% increase in followers, 43% increase in reach, and 70% increase in engagement. Sage also added more than 1100 LinkedIn followers and 6400 engagements.
Sage secured interviews and coverage in news and trade publications including Washington Times, Language Magazine, Multilingual Magazine, Education Week, IndustryWeek, The Conversation, Education Dive, and OnEducation Podcast. Our program also helped ACTFL build connections with key trade organizations like the Society for Human Resource Management (SHRM).