ICEF Public Schools, a network of high-quality charter schools in South Los Angeles, was performing exceedingly well academically and had wait lists of over 6,000, but needed a human interest story that captured how it got the job done in the classroom.

Use a compelling story of a longtime teacher to raise their visibility.

Larson Communications worked with 30-year teaching veteran Phil Holmes and arranged for a series of exclusive interviews with The Los Angeles Times. The outcome:

• Front-page, above-the-fold new story about how one teacher can make a difference in the lives of underserved students.
• Widespread attention and a story that was picked up by numerous other national publications.
• A spike in teacher applications for ICEF Public Schools.