TFI recruitment campaign
brand strategy, communication, digital
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.