TULSA SERVICE YEARTalent Recruitment Campaign
TSY attracts top university talent from across the nation to a fellowship program serving local nonprofits. Collaborating with a lean creative team and limited media budget, I spearheaded campaign direction and supporting messaging for the organization's most successful digital campaign and recruitment cycle to date.
Campaign Direction
“Get Ahead with a Gap Year”
Responding to an insight from past program fellows, I developed this campaign theme to turn the perception of an unplanned or unproductive ‘gap year’ on its head.
TSY offers a full year of intentional development and hands-on experience that allows graduates to find their passion and build their skills far beyond what’s typically possible in a first year on the job.
Campaign Execution
We concentrated our media spend on the channels where students were most primed to fill out an application: Meta, LinkedIn, and Handshake — a job board geared toward college students.
Results
By nearly all measures, this was the most successful Tulsa Service Year campaign ever.
292k Individuals Reached
— including at universities like Cornell, Penn, USC, Notre Dame, Wake Forest, and more.
7,461 Website Visits Generated
262 Applications Received
— a 126% increase from the previous year’s campaign.