How we helped New Jersey recruit and retain teachers through a bilingual, nine-channel campaign.
Too few people enter the teaching profession. Too many experienced educators walk away. The New Jersey Department of Education needed a campaign that could attract new candidates and remind current teachers why they chose this path.
Too few coming in. Too many walking away.
Too few people enter the teaching profession. Too many experienced educators walk away. The New Jersey Department of Education needed a campaign that could attract new candidates and remind current teachers why they chose this path — in English and Spanish, across a nine-month flight.
Every teacher remembers that one teacher.
A living system, not a fixed plan.
"Teach. Inspire. New Jersey." ran across nine channels. We treated the media plan as a living system, refreshing creative throughout the flight and moving budget by audience and language based on real-time data.
Space for the creative.
Outperformed benchmarks across the board.
Display CTR of 1.73% — 28.6x the industry benchmark — with completion and view rates outperforming across every channel.
Nine months. Nine channels.
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