Best Employment Integrated Ad Campaign

Objective: The New Orleans Recovery School District (RSD) needed 500 new teachers by August. We had less than 3 months to attract enough qualified applicants for the RSD to meet their goal.
In June 2007, New Orleans was still dealing with the aftermath of Hurricane Katrina on many levels. One of the most pressing issues was the public school system. As the city continued to repopulate, there weren’t enough teachers to handle the influx.
Strategy: Our strategy was to emotionally appeal to jobseekers, convincing them that New Orleans is the only place in the country where teachers can have a significant impact not only on individual children, but also on the rebuilding of an entire school system.
Our primary target audience came from those who were already identified as educators – young, idealistic teachers, recent college graduates in education, and former/retired teachers.
With the insight that searching for jobs has moved predominantly online, the Peter A Mayer team built their campaign around WhyYouTeach.org, developing it as a portal for compelling content, viral distribution, and information for prospective teachers – all funneling prospective teachers to an application form.

Results: The campaign launched the week June 25 and concluded the week of July 29. It was a quick and huge success. 26,101 unique people visited WhyYouTeach.org and 4,766 accessed the application page. In the end, the RSD received 1,100 applications – more than enough to fill their 500 positions, and so many that they passed applications on to other school districts in need!

Contributors:

Interactive Associate Creative Director:	John Pucci
Interactive Marketing Director:	Matt Konigsmark
Interactive Designer:	Christian Howell
Senior Interactive Developer:	Jennifer Rockvoan
Senior Interactive Producer:	Val McKay
Copywriter:	Mike Heid
Art Director:	Jill Reim
Account Executive:	Erin Larmann
Interactive Designer:	David Ajamiseba

PETER A MAYER ADV

Location: United States