TEACH Campaign

Creative campaign with a consistent message

The TEACH Campaign was developed to recruit current University of Minnesota students into the teaching field. Strategies for the campaign integrated “Why Teach” and “Teaching as a Noble Profession” themes into all marketing materials. Positioned messaging to reflect the U of MN as a research institution, with the classroom as the laboratory. Leveraged internal recruitment opportunities with TEACH campaign messaging through advertising, web presence, on-campus posters, signage, on-campus events and department integration. 

AUDIENCE: Primary audience was current U of M undergraduates, a secondary audience were advisers across campus who could use the website and materials to better explain how interested students could prepare to enter a U of M teaching program

COMPONENTS: Participated in the annual Paint the Bridge event where the TEACH wordmark and url were stenciled and painted on the Washington Avenue Bridge, 9-week Minnesota Daily advertisement series, information cards for advisors, branded clips,  bookmarks featuring students and quotes, a comprehensive binder outlining the steps to becoming a teacher and a companion 2-page roadmap summarizing the steps to becoming a teacher, and a website with stories about students and people who hire them, a quiz to discover what teacher style, and program fit finder.

I designed the TEACH website and created content to reflect the “Why Teach” language, calls to action, and search keywords that illustrated the “big picture” story. Enlisted alumni and teaching community, such as teachers and principals, for recruitment support to create features consisting of a portrait and brief story of their educational journey and why they hire U of MN trained teachers. Features were highlighted on the TEACH home page and stories section, and in supporting printed materials.

As a part of the process of providing information to students and staff about exploring the teaching profession, a series of print materials were created and distributed across campus that route to the TEACH website. These included bookmarks, a  “roadmap” summarizing the steps to becoming a teacher, and a comprehensive binder that outlined the steps to becoming a teacher. The roadmap and binder were distributed across campus to all Twin Cities career services offices.

I created a 9-week advertising plan for the TEACH campaign through Minnesota Daily to reach students in undergraduate content areas and raise awareness about the teaching program during the key academic cycle. I designed tools on the website such as quizzes and program fit finder to determine “What kind of teacher are you?” to engage a targeted audience.