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Newsela's online education platform helps educators differentiate their instruction and incorporate new content areas like social-emotional learning, moving the needle on challenges that have held back classroom instruction for decades. These cornerstone pieces established the company's expertise and position on key issues in American K-12 education.

The Approach

I conducted 1:1 and small group intake sessions with key company leaders to understand the company's messaging goals and the needs of all stakeholders. Having unified these experts' knowledge, input, and needs into a cohesive project strategy, I drafted the document based on peer-reviewed research. Collaboration is fundamental to my process, so I involved Newsela's Senior Manager of Communications and Content at key junctures in the outlining, writing, and revision process.

The Differentiation Playbook

Making SEL Happen

The Results

• Created approachable, information-rich thought leadership, grounded in recent academic research but accessible to education stakeholders from all backgrounds

• Developed deep subject area knowledge of key challenges in K-12 education

• Synthesized the needs of different company leaders to create cohesive messaging

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