CLIENT
California State University Institute for Education Reform “CalTeach” (now CalState TEACH)

OBJECTIVE
Increase the number and quality of teachers in California.
The Governor had given CalTeach a goal of 11,000 new potential employees in the pipeline by the end of the 2000. 

TARGET
Ethnic community (under-represented), Seniors (influencers), and School Graduates

MEDIA
Spot Radio, Theater Slides, Magazines, College Newspapers, Business Journals, and Internet

CAMPAIGN :
Statewide Marketing Campaign 2000
The campaign had three components: (1) Overall campaign designed to promote teaching as a noble profession, (2) General market campaign targeting individuals who could enter the teaching profession immediately, and (3) Ethnic campaign targeting the various diverse ethnic communities throughout California. 

For the general market portion of the campaign we recommended a media mix of television, spot radio, theater slides, magazines, college newspapers, business journals, and internet throughout California. 

For the ethnic part of the campaign we placed over 970 ads in over 100 print outlets covering the diverse ethnic communities in California. We negotiated and implemented radio and television campaigns in over 30 broadcast outlets covering various ethnic communities as well. We further augmented this campaign with internet ads on the primary Latino sites in California.

DOLLAR VALUE OF CONTRACT
$3.2million

CAMPAIGN RESULTS
Unprecedented demand for teaching program placements in schools

WHAT SUCCESS DID MEDIA SOLUTIONS ACHIEVE FOR THIS CLIENT
$2.3million in free exposure or +200% over and above paid schedule including; PSA value of $1.278 million in TV, $90k in Theater, and $934k in Radio.