Campaign Overview
The launch campaign positions the CRS 360° Toolkit as a practical, evidence-based tool that helps educators translate culturally responsive schooling (CRS) into actionable classroom and school-wide practices.
Core Idea
Move audiences from awareness to exploration to application to advocacy
Primary Goal
Drive meaningful engagement with the toolkit—not just traffic, but rubric completion, resource use, and institutional adoption.
Image: National Association of Secondary School Principals (NASSP) Phase I placement with complimentary Google Ad campaign for CRS 360° Toolkit launch.
Image: CRS 360° Toolkit website across desktop, tablet, and mobile.
Channel Strategy
Owned Channels
— Website (crs360toolkity.org)
— Email campaigns: Penn GSE, CPRE (Mailchimp/Constant Contact)
— Blog / resource: Penn GSE Educator's Playbook Penn
— Social Media (CPRE): LinkedIn, Facebook, Instagram
Paid Channels
— Google Ads (intent-based search)
— LinkedIn Sponsored Content (district leaders)
— Meta ads (educators, interest-based)
Earned/Shared
— Partner organizations: The Leadership Academy, Penn GSE
— Education networks: Facebook CRS groups
— Webinar/Conferences: AERA, NASSAP, etc.
Above: CRS 360° Toolkit Instagram assets Phase 1 (left) and Phase 2.
Above: Animation created using project assets created in Illustrator paired with generative AI prompts in Adobe Firefly.
Below: Audio narration over image created manually in Adobe After Effects.
Target Audiences
Primary
– K–12 educators (teachers, instructional coaches)
– School and district leaders
Secondary
– Professional learning providers
– Education nonprofits
– State education agencies
Tertiary
– Researchers and policy stakeholders
Sample Job Titles
Teacher (Elementary, Middle, High School), Instructional Coach, Curriculum Specialist,
School Counselor, School Psychologist, Assistant Principal, Principal, Practitioners
Job Functions
Teaching & Instruction, Curriculum & Instruction, Student Support Services, Professional Learning, School Climate & Culture
Interested in: Improving classroom culture, Improving school culture, Improving student engagement with school, Connecting to families and community, Facilitating meaningful staff or classroom discussions, Practical, real-world examples from other educators, Ready-to-use tools (stories + discussion questions + rubrics)
Sector
K–12 Public Schools, Public School Districts, Charter Schools, Independent / Private Schools
Search Keywords
General Keywords
“culturally responsive teaching resources”
“culturally responsive schooling”
“culturally responsive practices in education”
“equity focused teaching”
“inclusive classroom practices”
Educator-focused Keywords
“classroom discussion resources”
“teacher classroom tools”
“educator stories equity”
“teacher professional learning equity”
“instructional coaching equity tools”
Leadership & PD Keywords
“professional development culturally responsive teaching”
“school climate equity resources”
“district equity toolkit”
“equity rubric for schools”
“culturally responsive school leadership”
Rubric-specific Keywords
“equity rubric education”
“school equity self assessment”
“school equity survey”
“culturally responsive rubric”
“instructional equity framework”
Search/Exploratory Keywords
“inclusive learning environments”
“student belonging in schools”
“identity affirming classrooms”