THE PROJECT
At CultureSpan we understand the power of strategic partnerships. So, when we were tasked to help Raiz Federal Credit Union support UTEP’s Teacher Preparation Program’s recruitment efforts, we were excited to dive in. Raiz, formerly Teacher’s Federal Credit Union, was originally chartered to serve El Paso area teachers, which meant this project was close to their continued mission to foster careers in education. They fully committed to sponsor this initiative and entrusted us to spearhead this campaign.
THE APPROACH
This would be our second collaboration with Raiz and UTEP, but we were excited to take on this new iteration with fresh eyes. Paramount to the work we do at CultureSpan is undertaking deep dive research into our target market. With UTEP’s help we canvassed a diversity of current and recently graduated Teacher Preparation Program students and alums. This gave us insight on how best to position the program and shaped our paid media targeting strategies.
Through our research, it quickly became apparent that featuring actual student testimonials would provide a platform for messaging that was both relatable and believable. We learned through our interviews that teaching is a calling. Bringing that message to life was our goal.
THE OUTCOME
The campaign came to life by featuring recent Teacher Preparation Program grads showcased in their new teaching roles and sharing their experience through a highly targeted digital campaign. In its first of two recruitment phases our efforts have accounted for 90% of visits and inquiries to UTEP’s Teacher Preparation Program. Impressions and performance remain strong, and we look forward to helping launch the careers of many new teachers.
