Print Ad
Digital Ad
Project Task/Challenge
Advertise in the "Minority Update" to help recruit more diverse staff.
A major district initiative was to be more diverse, equitable, and inclusive. One core strategy was through its staffing, to recruit new employees that better reflect the student body and city's demographics.
CHALLENGE
Over 100 districts across the United States were competing for the same target market. The district needed to stand out.
Supporting Landing Page
Project Solution
Most ads from other public schools focused on the district, had a generic design, and led applicants to apply.
The solution was clear — focus on the candidate, catch their eye through high-quality design, give them a clear picture of what it's like to live and work in Norwich, and then get them to apply. Each resource chosen was to help ensure the applicant felt welcome and supported.
This was accomplished by using print and digital ads to catch the candidate's eye. Then, bringing them to another destination so they could see, hear, and experience the Norwich district. The ROI was tracked through its traffic sources, how many clicked the apply button, and how many actually applied.
Role
Project Manager - Designer, Copywriter, and Photographer
