The Campaign Strategy That Brought 1,600+ Job Applicants to South Bend Community Schools

Client

South Bend Community Schools

Results

1.6k+ New Job Applications

Main Themes

Storytelling, Digital Ads, Landing Page Design & Optimization

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Company Size

500+

Pages Created

300+

Funding

$3.2M

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Overview

Released

Feb 8, 2024

Industry

Education

Service

Storytelling

Tools

South Bend Community Schools Corporation (SBCSC) is the largest school corporation in St. Joseph County, Indiana, serving 15,964 students across 30 schools and seven support facilities. With a commitment to providing quality education to a diverse student body, SBCSC plays a vital role in shaping the future of urban education in the region.

SBCSC reached out with a pressing challenge: recruit talent for a wide range of positions across their schools and support facilities. From teachers to administrative staff, SBCSC needed to fill critical roles to keep their operations running smoothly. Like many districts, they faced a national staffing shortage worsened by burnout, retirements, and the impact of COVID-19. They needed a recruitment campaign that would cut through the noise and inspire people to join their mission.

61%

School Admins struggle

with filling open positions

55%

Teachers planned

to leave profession

44%

Vacancy Rates reported

In Public Schools

Our Approach

We sat down with current teachers, administrators, and staff to hear their stories. They told us about the challenges and rewards of their jobs, the connections they’ve made with students and families, and the pride they feel in helping their community. We turned these heartfelt stories into videos that showed what it’s really like to work at SBCSC.

These elements drove traffic to optimized landing pages with clear job information and calls-to-action. The entire campaign was continually refined through data-driven optimization to maximize effectiveness and engagement. The campaign drove over 1600+ new job applications to South Bend Community Schools.

Authentic Story Telling Videos

We produced emotionally driven video content featuring current SBCSC teachers and administrators. These videos shared personal stories about the rewards and challenges of working in an urban school district, focusing on the meaningful impact educators have on students’ lives.

Why it works:

Video content has been proven to increase conversions by up to 86% on landing pages (Responsory).

Research shows that people remember stories up to 22 times more than facts alone (HubSpot Blog).

Targeted Digital Advertising

To ensure the right people saw our campaign, we ran targeted ads across social media platforms. These ads highlighted the storytelling videos and directed candidates to customized landing pages.

Beyond the ads, the stories resonated so deeply that they began spreading organically. Friends and families of SBCSC staff and community members shared the videos on their own social channels, amplifying the campaign's reach and giving it an extra push.

Why it works:

To ensure the right people saw our campaign, we ran targeted ads across social media platforms. These ads highlighted the storytelling videos and directed candidates to customized landing pages.

Why it works:

To ensure the right people saw our campaign, we ran targeted ads across social media platforms. These ads highlighted the storytelling videos and directed candidates to customized landing pages.

Why it works:

Targeted digital ads increase visibility among the right audience segments.

A multi-channel digital strategy has been shown to improve engagement and conversion rates by 287% (WVO).

Data Driven Optimization

Throughout the campaign, we monitored key performance metrics such as video views, clicks, and completed applications. Using this data, we continually refined our approach, improving ad targeting and messaging for optimal results.

Why it works:

Data-driven marketing is crucial for maximizing the effectiveness of campaigns.

Companies that use data to refine strategies are 23 times more likely to acquire customers, six times as likely to retain them, and 19 times more likely to be profitable (McKinsey & Company).