As the Florida teachers union presses on with its misguided lawsuit to end the Florida Tax Credit Scholarship program – a scholarship that empowers more than 90,000 poor, mostly minority students to attend schools that work for them – Sachs Media Group is hard at work, shining light on the positive impact this program has on Florida’s future – its children.

On September 18, 2016, Ron Sachs, our CEO and the former communications director for the Florida Education Association, wrote in to the Tallahassee Democrat to express his disappointment in the FEA’s efforts to continue with the lawsuit. Ron’s opinion piece struck a chord with the Tallahassee community, receiving positive feedback and sparking insightful commentary. To build on this momentum, we designed and placed an ad that repurposed Ron’s opinion piece, running it in the Tallahassee Democrat on October 5, two weeks after its original publication. By leveraging the organic placement we received and optimizing the article as a paid advertisement, we were able to reinforce our initial message and reach new audience members who did not read the article the first time it ran.