TeachNC — Statewide Teacher Recruitment Resource and Messaging Campaign
Summary
A TeachNC presentation describing a statewide teacher recruitment initiative that began as a public-private partnership and launched in 2019 with support from the NC Education Cabinet. It reports year 1 performance of 81,249 website visits and 675 EPP applications submitted, with the second figure marked as results counting ongoing. It gives radio value of $19,880 (412 placements) and TV value of $434,822 (3,163 placements) for January 2020 to February 2021. A lessons-learned section says the Jobs Board is an important driver of subscribers and interest. The closing slides list next steps and goals for 2022, 2025 and 2030.
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“TeachNC — Statewide Teacher Recruitment Resource and Messaging Campaign.”
Archived at Pandemic Darlings, https://pandemicdarlings.com/source-documents/2021-06-08-teachnc-presentation-to-house-k-12-committee-final-52421f2127/
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TeachNC began as a public-private partnership with the goal of providing proof of
concept for a statewide teacher recruitment resource and messaging campaign.
Launched in 2019 with support from the NC Education Cabinet.
What is TeachNC?
TeachNC is a statewide teacher
recruitment initiative that
employs both a broad media
campaign and a robust web
platform to support teacher
candidates in their quest to
become a teacher.
Critical Vacancies in Hard-
to-Staff Schools & Subjects
Why TeachNC?
Declining Interest in the
Teaching Profession
Aligning Efforts
Fragmented Resources on
Licensure, Prep & Openings
TeachNC’s Misconceptions of the
Profession
Focus
Lack of Support for Teacher
Candidates
TEACH NC: HOW WE GOT HERE
2021:Year 3
-Continuous
2020:Year 2 Enhancements &
Partnerships
-Jobs Board &
Chat Function Added -New PSA Launched
2019:Year 1
-Public-Private -First full-year
Partnership metrics indicate 3x
2018 goals met
Established
-Letters of Support -TEACHNC kickoff
from Key August 2019
Stakeholders
-3-Year Runway
Strategy Established
TeachNC Year 1
Performance
• Website visits: 81,249
• Total emails captured: 4,920
• Application Checklists Created:
1,321
• Advising calls with NC 46.5%
teachers: 586 EPP applicants
• Online Chats: 868* identified as
People of Color
• EPP Applications Submitted:
675**
*Launched in March 2020
**Results Counting Ongoing
Goal FY20 Target FY20 Actuals % of Goal
# EPP applications
235 675* 287%
by August 2020
# TeachNC sign-ups 2,000 ~4,900 245%
# EPPs profiled on site
55 55 100%
by August 2020
# LEAs profiled on site
40 43 107%
by March 2020
KEY GOALS & OUTCOMES
*Our analysis of results is ongoing! This is a snapshot of our results and KPIs to date.
YEAR OVER YEAR PERFORMANCE
February March April Latest Same Quarter
2021 2021 2021 Quarter Last Year
Website Traffic (sessions) 11,271 17,902 16,854 46,027 12,912
Website Traffic (users) 9,295 11,871 13,162 34,328 10,532
# Web Chats 271 332 329 932 152
# Talk to a Teacher Calls 79 90 68 237 127
Total Current 7,507 8,167 8,854 8,854 3,100
TeachNC Users
Same Quarter
November December January Current Quarter Last Year
Website Traffic (sessions) 8,386 9,291 13,344 31,021 9,602
Website Traffic (users) 7,114 6,126 9,094 22,334 7,642
# Web Chats 187 218 308 713 N/A
# Talk to a Teacher Calls 58 57 72 187 59
New Subscribers 147 198 145 490 340
New Account Creators (Registrations) 173 198 360 731 --
Total Subscribers 2,896 3,094 3,913 3,913 2,259
Total Account Creators (Registrations) 3,265 3,463 3,113 3,113 --
Total Current TeachNC Users 6,161 6,557 7,026 7,026 2,259
Value from January 2020 to February 2021
Radio: $19,880 (412 placements)
TV: $434,822 (3,163 placements)
LESSONS LEARNED
• NC has so much to offer! We have a wide range of recruitment efforts from
high schools to school districts to IHEs. Having it all in one place is critical for
answering questions and identifying the possibilities.
• Thousands of qualified candidates are already interested! Most TeachNC
subscribers already have a college degree. They don’t need to be convinced,
they need information and support.
• Licensure and preparation are confusing, so 1:1 supports are critically
important. Non-traditional candidates need help navigating these complex
systems. TeachNC helps mitigate this problem, but more can be done.
• Removing uncertainty is critical. The Jobs Board is an important driver of
subscribers and interest. We believe a ‘Licensure Wizard’ will be similarly
important, particularly for Residency Pathway candidates.
TEACH NC: HOW WE GOT HERE
2021:Year 3
-Continuous
2020:Year 2 Enhancements &
Partnerships
-Jobs Board &
Chat Function Added -New PSA Launched
2019:Year 1
-Public-Private -First full-year
Partnership metrics indicate 3x
2018 goals met
-Letters of Support
from Key
Established
-TEACHNC kickoff
What’s
Stakeholders
-3-Year Runway
August 2019
next?
Strategy Established
NEW PSA
C A M PA I G N
–
T E AC H E R S
SHAPE THE
FUTURE
NEW CONTENT & ENGAGEMENT
EFFORTS
• All Remaining LEA Profiles • Introduction Kits to High School Counselors
WEBSITE ADDITIONS C A M PA I G N A D D I T I O N S
• Teacher of the Year Ambassadors • High School Interest Survey
• NC Teaching Fellows • Non-Licensed Staff Interest Survey
• NC Community Colleges • New PSA Campaign
• Teach for America • Additional TeachNC Scholarships added in
• Troops to Teachers response to COVID
• Black Educators Hub
• EPP Dashboard
Comprehensive resource to support
2020 candidates
Improvement in public perception of
2022 educators and interest in teaching
TeachNC’s
Goals Significant improvement in filled
2025 vacancies in hard-to-staff schools and
subjects
Measurable impact on student
2030 achievement
TEACH NC: NEXT STEPS
Next Steps
2021:Year 3 Transition
2020:Year 2 Startup to State/DPI
Runway
2019:Year 1 First Full Ends
Year
2018 Kickoff
Planning
TeachNC Sponsors
We are grateful to the following sponsors for making TeachNC possible.
Provide Remove
Spark Interest Information Barriers
Questions?
Brenda Berg Brenda.Berg@BESTNC .org
Leah Sutton Leah.Sutton@BESTNC .org
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