CHALLENGE: Recruit in record time.

In June 2007, while New Orleans was still recovering in the aftermath of Hurricane Katrina, New Orleans’ Recovery School District realized it had a problem. Schools were expected to have between 6,000 and 7,000 more students on the first day of school in August than they did on the last day of school in the spring. It was a sure sign that New Orleans’ scattered population was returning; however, there weren’t nearly enough teachers.

STRATEGY: An unprecedented opportunity.

We knew that recruiting, hiring and getting 500 teachers into classrooms in less than three months would not be an easy task. Making matters worse, New Orleans was still plagued by bad press about crime and housing shortages. To get the job done, we knew it would be essential not only to make sure that the campaign reached a wide audience, but also that it would be easy to find all relevant information and to apply for a position. We developed the microsite WhyYouTeach.org and used TV, radio, newspaper, email and online tactics to drive traffic to the site. Like anywhere else, New Orleans offers teachers the opportunity to make a significant impact in children’s lives, but here, they are also part of the transformation and rebirth of an entire school system. Focusing on this unique opportunity allowed us to connect emotionally with potential applicants.

RESULTS: Passing with flying colors.

More than 26,000 people visited WhyYouTeach.org, with nearly 4,800 linking to the application page. With the 1,100 applications the Recovery School District received, it was easily able to hire the 500 teachers needed. In fact, so many qualified teachers applied that the Recovery School District was able to pass applications to other area districts in need. In 2008, Peter Mayer received a Bronze EFFIE for the campaign. Everybody wins.