Building Tulsa Schools’ Brand to Attract Effective Teachers

07/01/2015
  • Success Story

Challenge

As the second largest district in Oklahoma, Tulsa Public Schools (TPS)BFK_Tulsa_Case_Studies_logo employs more than 7,000 staff across 88 campuses who are committed to providing a quality learning experience for more than 41,000 students every day—without exception. 

With a growing number of students and classrooms, a shortage of teachers in Tulsa and across Oklahoma, teachers leaving TPS for suburban districts that offer smaller classes and higher salaries, a lean Human Capital team, and a limited budget and resources, continually finding qualified candidates has become challenging. Despite these challenges, TPS has made significant progress by executing a thoughtfully designed branding and recruitment strategy. 

Strategies

During the 2012−2014 school years, the district engaged Battelle for Kids (BFK) to collaborate with TPS stakeholders to develop a teacher recruitment campaign. The campaign focused on strategies to connect with the hearts and minds of educators and show them why they join the TPS team, including: 

  • A brochure highlighting district accomplishments, TPS staff, and the city as a great place to work, live,
    and stay.
  • A suite of materials to inform and attract pre-service teachers considering employment opportunities. 
  • A pocket card to share with teacher candidates that encourages them to apply for a position at TPS, and a card to share with parents, community leaders, and foundation representatives/funders to build support for the district.    
  • A redesigned “Careers” section of the district’s website with improved functionality that feeds directly into the online application process.  
  • A TPS-led social media plan to spread the word that the district is seeking qualified, dynamic candidates. 
  • Advertising opportunities in local, regional, and national education and business publications.
  • An enhanced display for recruitment events with banners, signage, stands for handouts, promotional pieces, and other resources to heighten the TPS brand, tell the district’s story, and attract candidates.

 

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Impact

To date, these efforts helped TPS to:

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TPS won the Oklahoma School Public Relations Association “Award of Excellence” for Internal/External Communications for the district's 2014-15 teacher recruitment campaign
. Learn more at www.tulsaschools.org/Careers