Fédération québécoise des directions d'établissement d'enseignement (FQDE)

Challenge

The role of school principals is not well known in Quebec. Though these professionals work hard to help students succeed, biases and misconceptions about them persist.

That’s why Quebec’s federation of school principals (FQDE) and association of school administrators (AQPDE) commissioned Casacom to develop a campaign to promote their profession.

Strategy and Activities

• Develop campaign and advertising concept
• Produce TV and radio ads
• Create a digital content and media purchase strategy
• Create a microsite for the campaign
• Create social media accounts
• Create and execute media relations strategy
• Organize a live launch event for members