Active Learning Grant

Steelcase Education

Opportunity

In an effort to increase brand awareness and preference, while demonstrating a significant commitment to educational institutions, Steelcase Education established a grant program that funds and researches up to 15 Active Learning Classrooms each year. The grant’s target audience is leading educational institutions that share the company’s interest in advancing active learning. Eligible classrooms are within the United States, Canada, Mexico and Puerto Rico, serving grades six through 12 or within a college or university. Each grant covers the furniture, integrated technology, design, installation and a post-occupancy measurement tool for a classroom of 28 to 32 students.

Approach

For two consecutive years, SteeIcase Education has asked Williams Group to manage and support the entire grant program. In close collaboration with the Steelcase team, Wg wrote the grant proposal guidelines, developed the communications plan and timelines, produced all program communications tools, and managed the extensive submission, award and implementation process.

Results

In the program's first year, the Steelcase Education grant team hoped to receive 200 applications. Instead, a remarkable 535 proposals were submitted, prompting the team to staff up their grant review process and recalibrate their expectations for this runaway success.

The second year of the program saw even greater success: The Steelcase Education team received more than 800 grant proposals. After careful evaluation of all proposals, 13 grants were ultimately awarded to a mix of middle schools, high schools and higher education institutions. The national education media responded very positively to this outreach—paid and social media campaigns yielded more than 100,000 impressions and nearly 1,000 clicks to the Active Learning Center Grant landing page.