Teaching Matters
With half of New York City’s students not proficient at reading — and more than two-thirds nationally — city schools launched NYC Reads, a standard curriculum for all students. NYC Public Schools selected Teaching Matters, a teacher development nonprofit, to provide coaching services to teachers in roughly 200 schools.
Momentum helped Teaching Matters grow its local and national presence throughout the city’s high-stakes science of reading rollout from a May 2023 launch through 2025. Teaching Matters spoke about “what happens next” and explained to reporters why “teachers feel unprepared.” To reach superintendents and educators, Momentum paired media relations with a targeted LinkedIn ad campaign and a robust organic social media effort, refreshed visuals, video and educator-focused content.
- Reached more than 247 million people through earned media, establishing Teaching Matters as the leading professional learning provider for NYC Reads curriculum implementation
- Made Teaching Matters a go-to source on NYC Reads reporting for respected education trade publications like Chalkbeat, Education Week and Hechinger Report, as well as local mainstream media and education podcasts
- Launched a social media video series with coaches on how they help teachers adjust to the new curriculum, leading to strong engagement and follower growth on LinkedIn and Instagram
- Effectively leveraged media coverage across all external-facing communications (social media, newsletters, donor emails, partners and prospects), leading to expansion opportunities in and beyond the city
- Reached 60,000 school administrators across the tri-state area with a video ad campaign on LinkedIn, sending thousands to Teaching Matters’ web page
