Campaign Description

I took on the challenge of addressing the shortage of qualified teachers in Central Florida’s educational sector, particularly within Catholic schools post-Covid. Recognizing the impact of retirements and career changes among educators, I designed a strategic campaign with dual objectives.

The first goal of the campaign was to elevate the image of Catholic schools by highlighting the unique familial and nurturing environment fostered by its teachers. Then, crafted messaging and media materials to effectively showcase the supportive culture within these educational institutions.

Simultaneously, I established a seamless platform that provided comprehensive information about job openings within the Catholic schools.

The campaign not only promoted the available positions but also streamlined the application process, making it simpler for potential candidates to explore roles and apply directly to the schools in need of hiring new teachers. This project aimed to attract and recruit passionate educators while showcasing the essence of community and care that defines Catholic school environments in Central Florida.

Campaign Summary

Timeline: The campaign ran from February to July, aligning with the period when teachers decide on returning the following academic year.

Target Audience: The focus was on teachers within the counties where schools are located, specifically retired teachers, recent education graduates, and individuals exploring teaching opportunities.

Channel: Utilized a dedicated "Faces of Catholic Education" landing page as the primary platform. The landing pages highlight the reasons behind our teachers' love for working at our schools through engaging blog articles. These articles shine a spotlight on our dedicated teachers while also outlining the advantages of being a part of a Catholic school community. Additionally, candidates have the opportunity to explore the current available positions and apply.

Promotion: The campaign was exclusively promoted through social media and Google ads. Targeted advertisements directed at retired teachers, education students, and teachers in the local area were employed to measure campaign success.

Result: The campaign exceeded all expectations and was deemed a tremendous success. By the summer of 2023, a remarkable 90% of the open positions had been filled, including critical teaching roles that were secured well ahead of the school year start. Moreover, the campaign had a notable impact on the online presence. The Google Ad campaign included static ads and YouTube video ads, executed during the months of March and April, garnered:

• Polk County: 82.8 impressions, 1.25K clicks

• Osceola County: 439K impressions, 4.88K clicks

• Lake/Marion Counties: 206K impressions, 1.94K clicks

Similarly, the Facebook/Instagram social media ad campaign effectively reached and engaged the target audience, contributing significantly to the overall success of the recruitment efforts with monthly averages like:

• Polk County: 54.7K impressions, 1.4K link clicks, 3.52% CTR

• Osceola County: 56K impressions, 1.1K link clicks, 1.94% CTR

• Lake/Marion Counties: 14.4K impressions, 225 link clicks, 1.47%CTR