March 5-6, 2019
The Scripps Spelling Bee is exploring expansion both domestically and internationally. We kicked off research in both South Africa and India. While there is general awareness of the concept of a spelling bee in both India and South Africa, there was a strong theme in our previous research that the following needed to occur:
With the understanding that proper training and instruction would be needed to implement a program, both on the teacher and participant sides, the Bee feels new materials should be created, rather than adaptations of U.S. materials which assume a familiarity with spelling bee rules and traditions.
For our second round of research, the aim was to create two instructional guides: one for teachers and one for students and their parents, which will introduce the idea of a spelling bee and clearly explain what is involved in running or participating in a spelling bee through creative visuals and concise text.
Through multiple rounds of focus groups, followed by creative connects, Scripps, Landor and MarketVision worked together to both facilitate and moderate workshops with parents and teachers separately. Through these three-hour workshops, we leveraged a creative approach with activity-based learning to help parents and teachers to create guides that would excite and inspire them and their students through copy and imagery.
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