Teacher Appreciation Week
Multi-platform campaign
As an international company that specializes in academic travel, EF Education First owes a lot to teachers. So, to celebrate Teacher Appreciation Week, we put a spotlight on these unsung heroes. We dedicated the week to heartstring-pulling shoutouts, superhero-everything, a Berlin tour giveaway, and a few bright pink capes to top it off.
Phase 1: Nominations
We sent out targeted emails, Facebook ads, and Instagram stories encouraging student travelers to tell us about their favorite teachers. From a total of 1500 nominations, we selected five of our favorites.
Phase 2: Voting
Once we had our five finalists, we asked students to vote for their favorite of the bunch. We built a voting system specifically for the task. The teacher with the most votes by the end of the week would receive a free trip to Berlin.
Phase 3: Finale
It was a tight race between our top five candidates. A Midwestern math teacher took home the grand prize and had his very own superhero persona made based on his bio and nomination entries. We sent out teaser emails and an Instagram story to spread the news.
Extra goodness
Each nominated teacher received an email sharing the text of their students’ submissions and an enamel pin I helped design to welcome them to the EF Superhero League. Teachers who were traveling with us during Teacher Appreciation Week received their very own EF superhero cape.
Click on the images to read
A call for nominations
First, we asked student travelers to tell us about their favorite teachers and over 1,500 of them came through. Nominations ran the gamut—from quirky and chuckle-worthy to deeply personal and heartwarming, which begged the question: Who’s cutting onions in here? With tissues in hand, we selected the top five stories. Those nominees were inducted into our EF Superhero League.
Use your vote for good
That’s what we told students. Once we had our five finalists, we asked students to vote for their favorite of the bunch. The teacher with the most votes by the end of Teacher Appreciation Week would receive a free Professional Learning trip to Berlin, which would satisfy their professional learning credit requirement for the year.
Winner, winner
With students, schools, and community votes in tow, it was a tight race between our top five candidates. A Midwestern math teacher/travel enthusiast took home the giveaway prize and had his very own superhero persona made based on his bio and nomination entries.
THE CHERRY ON TOP OF THE EMPIRE STATE BUILDING
Each nominated teacher received an email sharing the text of their students’ submissions and an enamel pin I helped design to welcome them to the EF Superhero League. Teachers who were traveling with us during Teacher Appreciation Week received their very own EF superhero cape.
