EL-WIN – Building Multilingual Educator Pipelines in California’s Central Valley
EL-WIN – Building Multilingual Educator Pipelines in California’s Central Valley
“Amazing partners from start to finish! Change Consulting more than exceeded our hopes for the partnership. Despite our limited budget, they were able to deliver high-quality products and messaging with a cohesive message. They met every request with thoughtfulness and grace, and they found a way to accommodate the feedback and preferences of our varied stakeholders. Our work is nuanced and complex and the Change Consulting team took the time to understand the specifics of the language and communities we work with to ensure the messaging would speak to our audiences. We couldn’t be happier with our experience working with the Change Consulting team!” – Jana Luft, Campaign Consultant
From October 2024 to July 2025, Change Consulting, in partnership with the English Learners Workforce Investment Initiative (EL-WIN), provided communications strategy to support the recruitment of multilingual educators in California’s Central Valley.
Our work helped advance EL-WIN’s mission to ensure that early learning classrooms reflect the cultural and linguistic diversity of the region’s children, nurturing their potential and preparing them for long-term success.
Our Services
As part of our partnership, we collaborated with EL-WIN and Central Valley County Offices of Education (COEs) to create a messaging framework that centers multilingualism and multiculturalism as community assets, aligns with the lived experiences of educators, families, and students, and equips COE leads with compelling narratives to engage potential recruits.
Through workshops, interviews, and convenings, we refined taglines, tested collateral, and developed audience personas that shaped the campaign’s storytelling.
Final campaign tagline: Nurture Potential. Grow Success.
We also designed a digital toolkit to reach prospective educators, including: email outreach templates, social media reels, a recruitment postcard, and branding and design elements for consistent campaign identity. This toolkit will help enable COEs to launch recruitment efforts with ready-to-use, audience-tested materials.
In partnership with Zach Green Films, we produced a video series showcasing the diverse journeys of early childhood educators, featuring an overarching recruitment video and four persona stories (college student, career changer, experienced provider, and parent). These authentic narratives highlight the transformative power of becoming a UPK educator and demonstrate the community-wide impact of a multilingual workforce. The videos became the emotional core of the initiative, bringing to life the stories of students, parents, and professionals who embody the value of multilingual and multicultural classrooms.
Finally, to create a central hub for engagement, we drafted content for EL-WIN’s recruitment microsite. In partnership with the UC Merced Division of Professional and Continuing Education (PACE), the administrative hub of EL-WIN, we worked to ensure that the site, once developed, will serve as a pipeline resource for prospective educators, direct visitors to inquiry forms and local contacts, and align with UC Merced’s technical infrastructure to ensure scalability and sustainability.
Outcomes and Impact
By the conclusion of this campaign, EL-WIN had a cohesive messaging framework, a suite of digital recruitment tools, and a set of powerful videos that authentically reflect the voices of Central Valley educators and families. The campaign gave COE leads the ability to launch recruitment efforts with confidence, equipped with materials that were not only visually aligned but also deeply resonant with their local communities.
Together, these communications assets will help build momentum for a movement to strengthen the educator pipeline in the Central Valley. Ultimately, this partnership demonstrated how strategic communications can not only support recruitment goals but also inspire a shared vision of thriving, inclusive early learning environments. Thank you to project lead Kay Cuajunco and our strategy and digital/content teams for managing this important work.
Whether you’re ready to launch a new campaign, increase your visibility, grow your digital footprint, or take your content to the next level – we’re here to help. Reach out at hello@change-llc.com.