NPS Recruitment Campaign
Integrated Advertising & Recruitment System
Role: Art Direction, Design, Photography, Copywriting, Project Management
Deliverables: Print ads, digital ads, recruitment landing page, supporting campaign assets
Tools: InDesign, Photography, CMS platforms
Deliverables: Print ads, digital ads, recruitment landing page, supporting campaign assets
Tools: InDesign, Photography, CMS platforms
Overview
This recruitment campaign was designed to attract a more diverse and representative teaching workforce for a public school district.
Rather than relying on generic education marketing, the work focused on presenting the district as a place of belonging, using authentic imagery and clear messaging to reflect the lived experience of its schools and community.
Print Ad
Digital Ad
Challenge
– Competing with over 100 districts recruiting nationally
– Increasing applicant diversity in alignment with equity goals
– Standing out without institutional or generic messaging
– Driving applications, not just awareness
– Increasing applicant diversity in alignment with equity goals
– Standing out without institutional or generic messaging
– Driving applications, not just awareness
The campaign needed to feel human, credible, and distinct in a crowded market.
Supporting Landing Page
Strategy
The strategy centered on the candidate experience.
Design and messaging focused on clarity, representation, and emotional accessibility to help candidates envision themselves living and working in the community. The campaign was built as a cohesive system that could scale across print and digital touchpoints.
Design Approach
– Authentic photography featuring real classrooms and community settings
– Candidate-focused copy that emphasized belonging and opportunity
– Print ads used as entry points to deeper digital experiences
– Consistent visual language across ads and landing pages
– Candidate-focused copy that emphasized belonging and opportunity
– Print ads used as entry points to deeper digital experiences
– Consistent visual language across ads and landing pages
Each element reinforced trust, inclusion, and approachability.
Outcome
The final campaign delivered a clear, cohesive recruitment system that balanced institutional credibility with emotional connection.
By prioritizing the candidate experience, the work helped differentiate the district while supporting measurable recruitment outcomes, including engagement and completed applications.
