Indianapolis needed talented leaders to help transform its struggling K-12 education system. That’s why nonprofit The Mind Trust has pushed to draw the best and brightest talent to the city to help develop great schools so that every student has the opportunity to receive an excellent education. When The Mind Trust started the Innovation School Fellowship in 2014 to entice leaders to move to Indianapolis and start a new type of public school that blended the best of district schools and public charters, it enlisted VOX to help entice candidates to apply.
VOX set out to help The Mind Trust grow awareness of the Innovation School Fellowship through the key social media channels used by education leaders and innovators: Twitter and LinkedIn. This involved creating compelling content, including a video script and web landing page, to tell prospective applicants about the promise of the Innovation School Fellowship. VOX then developed and executed a digital advertising strategy to drive traffic to the video landing page, where viewers engaged with interactive content and information about how to apply for the fellowship.
The effort heightened awareness of the fellowship among key national audiences, education reporters and prospective fellows. The Twitter campaign generated nearly 850,000 sponsored Twitter and LinkedIn impressions and an expanded Twitter follower base for The Mind Trust. As a result, The Mind Trust attracted a robust pool of candidates and awarded three fellowships to four talented leaders who are in the process of launching best-in-class schools through the program in Indianapolis.