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
While most districts are familiar with the Teacher Incentive Allotment (TIA), navigating the approval process can be complex. I saw an opportunity to show districts how ESC Region 13 could support them through that process.
I partnered with our video team to create a testimonial highlighting that experience, then developed tailored Meta and LinkedIn ads to promote it to district decision-makers across the 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
I developed platform-specific ad copy for LinkedIn and Meta, tailoring messaging, headlines, and CTAs to each audience. I also created multiple variations to test across platforms, helping identify the messaging and creative combinations that drove the strongest 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.