Expanding the Education Ecosystem

Crafting Inclusive Digital Marketing Campaigns

Why The Center Came to Us: The California Center on Teaching Careers (the Center) is a statewide agency addressing the critical need for educators and school support staff. The Center, which supports a continuum of programs and services designed to recruit and support a diverse teacher candidate pool for California, came to us to amplify the impact of its existing work and serve as a strategic thought partner. Over the course of our partnership, the Center’s recruitment efforts have expanded to include the entire ecosystem of qualified, dedicated adults at every school as a way of supporting students and current teachers.

Our Strategy for The Center: We leveraged our digital marketing communications team for several different projects supporting the Center’s mission. The “We Want You!” campaign sought to inspire more individuals to consider a career in teaching while providing LEAs with a customizable marketing toolkit to aid in recruitment. Our digital team also promoted the Center’s virtual job fairs via paid and digital ads on Meta and LinkedIn. Additionally, our team developed and launched a pair of campaigns alongside the Center that deployed innovative strategies to support students and educators amidst the teacher shortage. The “Be Their Joy” campaign highlighted the vital role instructional aides, cafeteria workers, bus drivers, custodians, and many others play in helping every school function. Our PRIMHE/PSA raised awareness about mental health resources available to students in Tulare, King, Kern and Fresno counties and sought to destigmatize seeking mental health services among the area’s predominantly Latinx population.

CAMPAIGN TO RECRUIT SCHOOL SUPPORT STAFF

INTERNATIONAL TEACHER JOB FAIR

MENTAL HEALTH IN THE CENTRAL VALLEY

HOW STATES TRAIN BILINGUAL TEACHERS

RECRUITING TEACHERS FOR CA CLASSROOMS

Why It’s Worth Talking About

Since our partnership began in 2017 – a span that includes a major shakeup to the teaching profession due to COVID-19 – the Center has grown from a nascent organization into an innovative statewide powerhouse that is supporting current educators and inspiring a new and diverse group of high-quality teachers through virtual job fairs, the vortal and the innovative PSA campaigns. The Center’s work has resonated with several statewide and national media outlets, including Telemundo, The Mercury News and EdSurge. Over 6,000 current or prospective teachers have signed up for the “We Want You!” campaign, accessing the Center’s tools, resources and job fairs. Meanwhile, the Be Their Joy campaign has generated 3,880,119 impressions and driven 56,602 clicks to its landing page, while 141 families in Tulare, King, Kern, and Fresno counties have been connected to mental health resources through our PRIMHE/PSA.

“The innovative strategies deployed by Larson have allowed us to reach a much wider audience and fill critical teaching and support staff positions in schools,” said Marvin Lopez, Executive Director of the California Center on Teaching Careers. “Larson’s digital marketing strategies have made it much easier for districts to find great teaching candidates despite geographic barriers.”