Case Study: Texas Center for Educator Excellence (TxCEE)
Industry: Public Education / Nonprofit Support
Location: Austin, TX (statewide service)
Focus: Brand Strategy, Internal Communications, Social Media, Rebranding Framework
Challenge:
TxCEE, a nonprofit organization supporting school districts and educators across Texas, had gone years without a dedicated marketing professional. As a result, their public-facing content lacked consistency, clarity, and modern relevance. With a renewed interest in visibility and impact, TxCEE sought to reintroduce itself through updated messaging, stronger storytelling, and a cohesive internal-external brand voice.
Approach:
As Communications Manager, I spearheaded a comprehensive refresh of the organization’s brand awareness and communication strategies. Key initiatives included:
• Creating a year-long promotions calendar to spotlight educator success stories
• Training field staff on how to capture photos, videos, and authentic testimonials from classrooms across Texas
• Interviewed Teachers from across the state and developed a testimonial video campaign
• Establishing a consistent social media schedule focused on LinkedIn and Facebook for stakeholder engagement
To ground the rebrand in authentic voice and purpose, I launched a double-blind internal survey, inviting anonymous feedback from staff on how TxCEE was perceived and what it could become. From these insights, I created three internal working committees—Language, Visuals, and Website—to drive collaborative, staff-led rebranding efforts.
Outcome:
Over the following six months, each committee made targeted recommendations, resulting in:
• A new slogan/mission statement to unify staff messaging: “We clear pathways with you, so you can build bridges with them.”
• A restructured website navigation designed as a clear resource hub for educators and district leaders
• Updated brand visuals—including refreshed icons, simplified color usage, and a shift away from stock imagery toward original photo shoots
• Increased internal alignment and confidence in brand messaging and organizational voice
Impact:
While implementation was paused due to sweeping federal grant cuts and leadership health challenges, the process itself provided a breakthrough for the organization. It clarified internal language, aligned staff values, and empowered team members across departments to share a unified purpose. Multiple staff members expressed how affirming and necessary the process had been—even if full rollout remains on hold.