Teacher Incentive Allotment
Video Marketing Campaign
Goal: Increase awareness that ESC Region 13 can help districts through the Teacher Incentive Allotment (TIA) process.
Strategy: Target district decision-makers across our region through Meta and LinkedIn video advertising, complementing our existing email and organic social campaigns.
Video Concept
Although most districts know about the Teacher Incentive Allotment (TIA), navigating the multi-step process to get approved for a TIA system can be complex. Because TIA is a state-funded program, some districts may not realize that ESC Region 13 can partner with them throughout the process.
To help bridge that gap, I wanted to feature a testimonial from a district that had worked with ESC Region 13 and could speak firsthand about how we supported them in navigating the TIA process.
I partnered with our video team to bring this vision to life, then developed tailored Meta and LinkedIn ads to promote the testimonial and reach district decision-makers across our region.
Targeting
I built a targeted audience of district decision-makers across our region and allocated $1,000 to each platform, for a total budget of $2,000 ($1,000 Meta + $1,000 LinkedIn). The campaign focused on maximizing landing page views and increasing program awareness.
Meta and LinkedIn Ads
For the campaign, I developed platform-specific ad copy for both LinkedIn and Meta rather than using the same messaging across channels. I tailored the language, headlines, and calls to action to fit the way district decision-makers engage with each platform, while providing multiple copy variations for the platforms’ algorithms to test and optimize. This allowed us to identify which messaging and creative combinations were most effective at driving landing page views and engagement.
Results
Meta
2,420
Landing Page Views
$0.33
Cost Per Click
3.47%
Click-Through Rate
52K+
People Reached
2,610
Website Views
$0.38
Cost Per Result
9.84%
Click-Through Rate
21 sec.
Average Dwell Time
Standout Performance
9.84% LinkedIn CTR
More than 7× the top-quartile benchmark for education advertising.
$0.33 Meta CPC
Less than half of typical education Meta CPC benchmarks.
5,000+ total views
Combined landing page and website views generated across both platforms.