The Challenge
NYC Public Schools needed to fill classrooms for fall 2026 and build the teacher pipeline beyond it. In 16 weeks, the objective was to reach certified and soon-to-be-certified educators across the five boroughs, New York State, and key commuter markets, with priority on STEM, bilingual, and special education candidates. The bar to beat: 2025's 2,492 submitted applications.
The Approach
We built an ecosystem, not a collection of ads. Phase 1 led with benefits and belonging across subway, radio, TV, and social. Phase 2 shifted weight to search, programmatic, and retargeting to capture the demand awareness created. Real NYCPS teachers carried the message, including the Chancellor and Teacher of the Year Prince Johnson, while Angie Martinez lent Power 105.1's most trusted voice to the campaign endorsement. On the ground, 16 campus activations and nine games at Madison Square Garden and Barclays Center put teachers face to face with the next class.
The Results
The campaign exceeded expectations across reach, engagement, and conversion metrics, driving application volume to multiple times the prior benchmark while significantly lowering acquisition costs across platforms. The strategy generated lasting momentum, with application activity continuing to accelerate through the final week and remaining strong well after paid media ended.
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