In the current environment, a shortage of teachers coupled with historic numbers of open teaching positions means educators have many choices regarding where to teach, and the factors influencing those choices are changing. As of March 2022, the Diocese of Des Moines had over 40 open postings for educators, administrators, and support staff. The diocese sought out and was awarded a $10,000 Cornerstone Grant from the Catholic Foundation of Southwest Iowa to implement a marketing campaign targeting prospective educators during the 2022-2023 school year.
While school marketing goals have remained the same – to fill empty seats – the target audience has changed. Schools are now talking to a new generation of parents who consume information differently than parents did even just five or ten years ago. With the rise of digital research and communication, a strong online presence and well-executed inbound marketing strategy is no longer a nicety. It’s a necessity.