NYU Steinhardt
The New York University Steinhardt School of Culture, Education, and Human Development was founded in 1890 as the first school of pedagogy in the United States. In 2016, NYU Steinhardt launched an innovative Teacher Residency program that gives qualified students full-time paid residencies in high-need urban schools around the country. Another notable program is their online EdD in Leadership and Innovation, designed for leaders across industries.
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Enrollment Campaign: Teacher Residency
Become a teacher in one year? That’s huge. NYU Steinhardt’s Teacher Residency program is so innovative that it needs some explanation.
Essentially, students land full-time paid residencies in high-need urban schools around the country. While learning alongside a teacher mentor, residents learn to teach in the same school for the entire year. Upon completion of their residency and 100% online coursework, successful candidates earn a Master of Arts in Teaching (MAT) degree. It’s a win-win for students and the schools they’re placed in. We helped tell that story and recruit aspiring teachers.
The work began with a thorough intake session, strategy development, and deep media planning. Our media plan primarily included paid search and paid social with various targeting tactics. After a hugely successful 14-week media campaign in the spring, NYU asked CCA to develop a second 33-week media campaign that launched in the fall—and the success continued.
- 189% increase in conversions
- 80% increase in click-through rate
- 62% decrease in cost per click
