Connecting with teaching candidates and underprivileged families for enrollment across two states
The Challenge
Head Start programs provide essential early education services to their communities. During the COVID-19 pandemic, some head start programs struggled to recruit students and teachers. Even during quarantine, though, young moms and prospective teachers were using their phones. That’s where Purplegator’s mobile marketing strategy comes in.
Purplegator was awarded two contracts for Head Start recruitment programs in 2021. First, we worked with Gateway Community Action Partnership to recruit teachers and prospective students for the Philadelphia Early Head Start program. Based on the early success of this project, we were awarded another contract for student and teacher recruitment with the statewide New Jersey Head Start program.
Industry
The Approach
PHILADELPHIA EARLY HEAD START
While working with Philadelphia Gateway Early Head Start, Purplegator designed the creative, wrote ad copy, and edited videos for 76 unique campaigns. We deployed these campaigns primarily to prospective employment candidates, as well as low-income, younger parents for enrollment using demographic data. Our advertisements ran on Instagram, Facebook, Snapchat, YouTube, the mobile web and in mobile apps. Advertisements were customized to their respective platform, with parent and teacher testimonials running on YouTube and as pre-roll on other video platforms. Social media advertising is particularly effective for younger audiences, which is one of our specialties here at Purplegator.
Within the first two weeks, Purplegator delivered over 100 potential teaching candidates to Philadelphia Early Head Start. By the end of the campaign, we delivered 359 candidates. Our targeted advertising on Meta platforms generated 9,973 clicks and 928,038 total impressions. On Snapchat, we generated 407,349 impressions and 4,544 clicks. There were also 116,900 views of the YouTube videos we edited for the organization. This drove young parents, grandparents, foster parents, and potential teachers to engage with opportunities at Philadelphia Early Head Start.
Industries
The Challenge
Head Start programs provide essential early education services to their communities. During the COVID-19 pandemic, some head start programs struggled to recruit students and teachers. Even during quarantine, though, young moms and prospective teachers were using their phones. That’s where Purplegator’s mobile marketing strategy comes in.
Purplegator was awarded two contracts for Head Start recruitment programs in 2021. First, we worked with Gateway Community Action Partnership to recruit teachers and prospective students for the Philadelphia Early Head Start program. Based on the early success of this project, we were awarded another contract for student and teacher recruitment with the statewide New Jersey Head Start program.
The approach
PHILADELPHIA EARLY HEAD START
While working with Philadelphia Gateway Early Head Start, Purplegator designed the creative, wrote ad copy, and edited videos for 76 unique campaigns. We deployed these campaigns primarily to prospective employment candidates, as well as low-income, younger parents for enrollment using demographic data. Our advertisements ran on Instagram, Facebook, Snapchat, YouTube, the mobile web and in mobile apps. Advertisements were customized to their respective platform, with parent and teacher testimonials running on YouTube and as pre-roll on other video platforms. Social media advertising is particularly effective for younger audiences, which is one of our specialties here at Purplegator.
Within the first two weeks, Purplegator delivered over 100 potential teaching candidates to Philadelphia Early Head Start. By the end of the campaign, we delivered 359 candidates. Our targeted advertising on Meta platforms generated 9,973 clicks and 928,038 total impressions. On Snapchat, we generated 407,349 impressions and 4,544 clicks. There were also 116,900 views of the YouTube videos we edited for the organization. This drove young parents, grandparents, foster parents, and potential teachers to engage with opportunities at Philadelphia Early Head Start.
The Outcome
NEW JERSEY HEAD START ASSOCIATION
Our success in Philadelphia, led to a partnership with the New Jersey Head Start Association, where we targeted young, low-income mothers and prospective teachers across the entire state of New Jersey. All of our creative highlighted the benefits of enrolling in or teaching for NJHSA. Our expertise in social media marketing helped us catapult this campaign’s engagement. We placed advertising on social media accounts and targeted using demographic characteristics, like young, single mothers in low income zip codes. For Google Search, we showed our advertisements for targeted searches like “Goodwill Industries,” “Head Start,” “Food bank,” and “Charity shop.”
Our Facebook ads for NJHSA generated 1 million impressions and over 12 thousand clicks. We also used Snapchat to target NJHSA’s younger target audience. There, we had over 3 million paid impressions and over 30,000 swipe ups on our in-story ads. Our YouTube advertisements had 480,203 impressions with 1,234 unique clicks. Finally, our display advertising generated 5,478,540 unique impressions with 4,909 clicks. In two months, we generated 573 tangible hiring and enrollment leads for NJHSA.
