Research conducted in 2013 identified the perceptions that K-12 teachers and administrators hold with respect to: (1) the perceived needs in education, (2) the professional audiences that are most important to reach, and (3) the service models that are most effective. The specific purpose of the research was to refine and improve the services that the Mississippi Geographic Alliance (MGA) provides to K-12 schools, educators, and students in the state. This article reviews the process of conducting the research along with the results that emerged followed by description of how MGA programming has changed in response. The overall goal of this article is to offer suggestions for how all alliances can improve the services they provide to the K-12 educators that comprise the primary market for such services.