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Public education isn’t just for families with kids in school — it’s a public good that shapes entire communities. That’s the central insight behind the statewide awareness campaign developed by Baldwin& for the North Carolina School Boards Association (NCSBA).
In this episode of Talking Tactics, we explore how this campaign flipped traditional school marketing on its head, embraced illustration over photography, and even leveraged influencer marketing to create a unifying message across the state.
Why Sell Purpose Instead of Features?
Most school campaigns focus on highlighting individual benefits — test scores, extracurriculars, or facilities. Baldwin& took a different approach.
Instead of promoting features, the campaign reframed public education as a shared societal benefit. Whether you’re a dentist, delivery driver, or retiree, strong public schools improve the economy, workforce, and social cohesion.
This shift from features to purpose neutralized divisiveness and built common ground around a universal truth: everyone benefits from thriving public schools.
Illustration Over Photography: Unlocking Inclusivity
How do you visually represent an entire state without leaving anyone out? Photography often backfires, because no matter how diverse the images, someone feels excluded.
Baldwin& chose a different path — animal illustrations.
- Giraffes (a nod to the NC Zoo)
- Local legends like Bigfoot (a wink at a regional museum)
- Simple, whimsical art that sparked childhood nostalgia
By avoiding literal representation, the visuals felt playful, welcoming, and universally relatable. Paired with bold typography and confident colors, the campaign invited audiences in — rather than confronting them with polarizing visuals.
Bold Ideas Demand Bold Design
Risk-averse industries like education often default to “safe” creative. Baldwin& made the case that safe equals forgettable.
Their strategy:
- Anchor design in human truth
- Maintain a strong point of view
- Resist the urge to water down ideas
The result? A campaign that stood out precisely because it wasn’t “milk toast.” Teachers, parents, and community members alike felt seen and inspired by a confident, uncompromising message.
The Role of Influencer Marketing in Education
Think influencers are only for consumer brands? Think again.
Baldwin& carefully curated local educators and creators whose voices already resonated with their communities. By amplifying campaign content through these trusted messengers, the initiative reached wider audiences while maintaining authenticity.
Crucially, creators didn’t overshadow the campaign. They complemented it — extending reach without diluting the core message. This case proves that influencer marketing has a place in education, especially when authenticity and relevance are prioritized.
Results: Momentum Money Can’t Buy
The campaign’s impact was both measurable and deeply emotional:
- 30M+ impressions across paid, organic, and out-of-home media
- Donated billboards from media partners impressed by the creative
- Significant social engagement with more positive (and less divisive) commentary
- Dozens of media pickups across North Carolina
- Emotional resonance among teachers, who felt seen and celebrated
When a campaign is strategically sound and creatively bold, momentum builds across every channel — often without additional spend.
Key Takeaways for Education Marketers
This case study from North Carolina offers powerful lessons for higher ed and K-12 communicators alike:
- Sell purpose, not features — anchor campaigns in shared human truths.
- Choose inclusive visuals — illustration can invite where photography excludes.
- Embrace boldness — strong POVs win loyalty through emotional resonance.
- Leverage influencers — trusted creators expand reach and trust.
- Trust the creative process — great ideas generate their own momentum.
Final Word
The Baldwin& campaign for NCSBA proves that education marketing doesn’t have to be “safe” to be effective. In fact, the bolder the strategy — when grounded in empathy and truth — the more likely it is to inspire action, unify communities, and drive measurable results.
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