The campaign is intended to: 1. Promote teaching as a rewarding career by inspiring college students, career changers, and classified/expanded learning employees to pursue credential pathways. 2. Increase awareness of financial supports such as the Student Teacher Stipend Program, Golden State Teacher Grant Program, National Board Certification Incentive Program, and loan repayment/forgiveness opportunities. 3. Elevate and celebrate the profession by sharing personal stories, highlighting teacher contributions, and dispelling misconceptions about careers in public education (preK–12). 4. Engage diverse audiences through inclusive, culturally responsive content that emphasizes accessibility and reaches youth, young adults, and underrepresented communities, including men. Scope of Work The selected agency will provide end-to-end campaign development and execution, which may include but is not limited to: Strategy & Planning 1. Develop a statewide campaign strategy positioning teaching as a rewarding career and announcing the Student Teacher Stipend Program. 2. Identify a clear call to action. 3. Establish campaign goals and KPIs aligned with measurable outcomes (e.g., social engagement, website traffic, perception shifts). 4. Design strategies to specifically reach Gen Z and diverse audiences across California. Creative Development 1. Produce campaign assets, including but not limited to: Short-form social media videos (TikTok, Instagram Reels, YouTube Shorts) with paid promotion. 2. Print-ready, bilingual templated “tool kits” for partners to use in outreach. 3. Testimonial profiles of educators (student teachers, early-career teachers, veteran teachers). 4. An informational website hub optimized for accessibility. 5. Graphic design, copywriting, editing, and related services for all deliverables.
