NIEC

Inspiring Mid-Career Professionals to Become Early Childhood Educators

The National Institute of Early Childhood Development (NIEC) needed to increase its brand visibility in an already crowded landscape, and wanted to generate demand for its training courses.

For NIEC, the main growth opportunity is composed of individuals who want a mid-career switch. We identified that the pull factors for making a mid-career switch are simple: It is the knowledge and understanding that one can make a real difference in kids’ lives and witness their personal growth.

We created a campaign called “Through Different Eyes” – a content-led social campaign to help our audience see the value of a career in early childhood education. Our main promotional video focused on the outcomes that teachers brought to the children – highlighting the little moments no one else sees. The video was followed by a series of Instagram and Facebook stories called “Life’s Important Questions.”

The campaign also addressed the rational questions that a person would have before doing an ECE career switch. We created a starter kit that pulled together all the most crucial information for career switchers, and presented it in an attractive and straightforward manner. This starter kit was parked behind a gated landing page to capture contact information so that NIEC could follow-up subsequently.

“Most Creative – Communications / Public Relations (Silver) at the MARKies Awards 2020”
“Best Consumer Campaign at the PRCA SEA Awards 2020”
“Certificate of excellence in Digital Video at the IN2 SABRE Awards Asia-Pacific 2020”