TFI recruitment campaign
brand strategy, communication, digital
Reframing the Teach for India Fellowship benefits to resonate with the millennial and centennials, whilst staying true to the organisation’s vision and long term goals.
The team at TFI approached us to develop a new recruitment campaign. The immediate goal was to widen the pool of potential cohorts, and attract better talent. Research had shown that their current messaging was not resonating with the target audience.
Deep diving into this project we realized that the merits of the Fellowship had not been completely explored. The value of the TFI fellowship was not just about working in low income classrooms to better the educational inequity, but equally about the developing critical 21st century life skills that would hold each fellow in good stead across any kind of career path.
This was a program that could hold its own against highly rated universities around the globe, and we needed to communicate both benefits equally.
Research findings clearly indicated the millennials and centennials to be achievement oriented, goal driven and purposeful. Inclined to pursue careers that align with their interests or passions; a generation who believe in causes and value life-experiences, honesty and authenticity.
Leveraging these insights, we based our communication strategy on personal and professional experiences of past fellows. Alumnae voices from across sectors. These testimonials told the story of rich life experiences - where critical reasoning, empathy, co-creation and other leadership skills were developed, whilst working to end educational inequity in India. Delivering this message to our audience through the right mediums was also critical in broadening the reaching and success of our campaign.
This strategy allowed us to create a balance between TFIs vision and long-term goals with the immediate benefits of a strong leadership foundation that the Fellowship program provides every cohort.
Honest and credible, TFIs new recruitment campaign resonated with the target audience and resulted in a 35% increase in the number of applicants over the previous cycle. The applicant pool was also far richer and varied.
The value of the TFI fellowship was not just about working in low income classrooms to better the educational inequity, but equally about developing critical 21 st century life skills. This insight derived from alumnae research was fundamental to our strategy.
Leveraging the goal oriented, purposeful millennial and centennial mindset, we based our communication on personal and professional experiences of past fellows. These testimonials told the story of rich life experiences.
We reached cohorts on campuses and through a focused digital campaign. A call to action targeting their needs for personal self enhancement and professional skill building, whilst also communicating the larger social impact.
Mainstream media was used to address parents and older influencers. This phygital mix allowed us to communicate TFIs vision and long-term goals; and the immediate benefits of a strong leadership foundation to a potential cohort.
Whilst the social media engaged the cohorts and we saw a 35% increase in applications, the print assets helped to communicate details and processes.