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 delivered 355.4 million impressions and 491,392 clicks, pacing at 108.4% of plan. Applications reached 9,676, roughly 3.9 times the 2025 benchmark, with every measurable platform coming in below 2025's cost per application and most at half. Momentum outlasted the buy: submissions accelerated through the final week and kept arriving after media ended.
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