Longview Independent School District (LISD), located in Longview, Texas, serves over 8,400 students and employs a staff of 1,400. The district offers a dynamic range of educational opportunities for Pre-K–12th grade, including magnet charter schools and Montessori and STEAM campuses, along with its CTE program and the globally acclaimed International Baccalaureate program.
The primary goal of the creative was to recruit qualified teaching candidates to the district’s brand by highlighting why they belonged at Longview ISD. The creative approach was designed to be evergreen for long-term use and adaptable to promote its participation in career and job fairs locally and outside the Longview market.
The spot utilized LISD’s branding, new and existing video and photo assets and introduced an element of animation to elevate the energy of the spot. The spot also proudly featured the district’s three nationally certified teachers and showcased the key benefits of choosing LISD, including bonus and incentive pay programs, innovative teaching model, and the opportunity for educators to grow, lead, and inspire future students.
To maximize its use across traditional and digital channels, the script was edited to create 30-second, 15-second, 06-second and vertical 06-second versions. A 30-second radio spot was also produced as part of the project, mirroring the commercial’s copy.
