Elevate Teaching reports 9.1 million impressions for teacher-recruitment campaign; launches futuremaker.us and partners with Teach.org

Elevate Teaching on July 18 reported results from its teacher-marketing and outreach campaign funded through Professional Educator Licensing and Standards Board support. The presentation summarized marketing metrics, outreach work, youth engagement pilots, and plans to link prospective candidates to licensure pathways.

Rose Chu, founder of Elevate Teaching, told the board the second phase of the campaign ran February–June 2025 and achieved roughly 9.1 million impressions across digital and out-of-home advertising and approximately 25,000 clicks that led people to campaign web content. Advertising included metro billboards, bus and bus-shelter placements, and Greater Minnesota placements; the campaign produced both mass-awareness advertising and localized placements in several regional communities (including Duluth and Moorhead areas cited in the presentation).

Digital and bridging work

Elevate Teaching launched futuremaker.us as a public-facing landing site tied to recruitment advertising. The site includes an “interest quiz” that, when completed, directs users to Teach.org resources; Elevate Teaching said it has data agreements in place to share leads and follow up with interested candidates. The campaign team also revised a bridging “road map,” printed 2,000 copies, and distributed toolkits to support people exploring teaching pathways.

Partnership with Teach.org

The presentation said Teach.org recently began a Minnesota contract to provide navigation services for prospective teachers and that Elevate Teaching will coordinate with Teach.org to avoid duplicative work and to link the campaign’s awareness-building to the navigational resources Teach.org is developing (assessments, navigators and connections to teacher-preparation programs).

Youth engagement, translations and outreach

The campaign piloted a youth-as-champions program (with Minneapolis Foundation support) in Saint Paul and planned a cohort in Minneapolis; staff reported early qualitative feedback that participants showed greater empathy for and understanding of the teaching profession after participation. The campaign also translated core materials into Spanish, Somali and Hmong and plans further language-based outreach.

Metrics, merchandising and next steps

- Advertising metrics reported: roughly 9.1 million impressions from February to early June 2025 and about 25,000 site clicks; campaign staff said impressions exceeded expectations and that engagement (clicks and deeper site interactions) will be a focus going forward. - Merchandising designs exist but procurement and shipping issues with vendors delayed full rollout of apparel and materials; staff said merchandise will be available when vendor issues are resolved. - The campaign established media-relations outreach to regional outlets (NPR, TPT and others) and reported preliminary interest; staff said more lead time will help secure coverage in the next phase.

Board feedback and next-phase priorities

Board members commended the outreach and asked for broader reach into Greater Minnesota and for stronger engagement with American Indian communities. Dr. Saluca praised translated materials and asked whether the campaign reached locations beyond the initial satellites; the team confirmed coverage in Duluth and Rochester and said they are assessing deeper partnerships with service cooperatives and local organizations to extend reach. Board members also asked for continued coordination with PELSB staff and the Teach.org contract so recruitment connects to licensure navigation.

Elevate Teaching’s stated priorities for phase three include building deeper partnerships, activating a community of champions, moving from awareness (impressions) to measurable action (applications and program enrollments), and developing research and evaluation approaches to measure impact beyond raw impression counts.

Why this matters

Board members and staff emphasized that recruitment campaigns must be paired with clear navigation to licensure and with supports for early-career teachers to convert awareness into sustainable hires. The board’s licensing and preparation goals hinge on ensuring those who express interest can access preparation, funding and mentoring pathways.