MATH:
Marketing for Attracting
Teacher Hopefuls
Research Action Cluster
Update for the CSU-MTEP Convening
October 10-11, 2014
RAC Partners
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Cynthia Anhalt, University of Arizona
Joe Champion, Boise State University
Ed Dickey, University of South Carolina
Dana Franz, Mississippi State University
Maria Fernandez, Florida International University
Jennifer Whitfield, Texas A&M University
Statement of the Problem
• Secondary Mathematic Teacher Programs*
(SMTPs) are not enrolling or graduating
secondary mathematics teachers to satisfy the
needs of U.S. middle and high schools
• Salary, stereo-types, job-satisfaction, career
prestige, and the challenges of learning
mathematics contribute to low enrollments in
mathematics teacher preparation programs
* An SMTP is a program that includes a nationally accredited course of study housed
at an institution of higher education that leads to licensure for teaching mathematics
in grades 6-12.
Relation to Overall Drivers
BCC
Aim Statement
• Attract and maintain an adequate supply of
secondary mathematics teacher candidates
• Purposeful and sustained marketing plan and effort
to attract a diverse population of teacher candidates
and counter the negative narrative about teaching
• Address needs of different institutions and programs
• Marketing sensitive to diverse audiences
• Investigate how to retain those we recruit with
strong potential for teaching secondary mathematics
General Aims of this
Research Action Cluster (RAC)
• By June 2017, increase by 100% the number of SMTP
graduates across the four institutions of this RAC.
• By June 2017, increase the diversity* of SMTP graduates to
meet or exceed the demographics of each RAC institution’s
state demographics.
– By December 2014, increase by 100% the number of
individuals who inquire about a SMTP at the four RAC
institutions.
– By May 2015, increase by 50% the number of individuals
who formally commit** to a SMTP at the four RAC
institutions.
* “diversity” will be limited to dimension of race, ethnicity, and gender with attention to groups
typically under-represented in SMTPs.
** “commit” means declare an appropriate SMTP major or apply for admission to a SMTP and
thereby become a “teacher candidate.”
RAC Driver Diagram
Improvement
Targets
By June 2017,
increase by
100% the
number of
SMTP graduates
across the four
institutions of
this RAC.
By June 2017,
increase the
diversity* of
SMTP graduates
to meet or
exceed the
demographics
of each RAC
institution’s
state
demographics
Primary
Drivers
Increase Awareness and
Knowledge of SMTP. Generate
interest in and create selfefficacy about SMTP among
students and others.
By May 2015,
increase by
50% the
number of
individuals
who formally
commit to a
SMTP at the
four RAC
institutions.
Converting Awareness or
Interest to Commitment to
SMTP. Capitalize on interest and
mobilize action that leads to a
commitment to become a
mathematics teacher.
Infrastructure for Purposeful
Recruitment with SMTP.
Develop and maintain
institutional systems/resources
to recruit and retain candidates
Attracting and Graduating
Diverse Teacher Candidates.
Employ strategic and purposeful
strategies to address diversity
Secondary
Drivers
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Video (TV, closed circuit, etc)
Web Media (Facebook, Twitter, etc)
Paper (brochures, flyers, posters, etc)
Collaborations (SMTI, 2-yr college, high
school, etc)
 Assigning faculty advisor
 Advisement meetings (group or
individual)
 Providing information
 Connection with alumni
 Assistance with applications
 Trial teaching/school experiences
 Tutoring
 Logistics (fingerprinting, etc)
 Data collection, management and
reporting
 Evaluation of marketing
 Planning, Implementing, Testing
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Reaching out
Targeting
Mentoring
Tailoring support systems
Measures Used
• Annual number of graduates reported to SMTI
• Number individual initiated inquiries about
mathematics teaching (by email, phone, walk-in,
etc) monitored continuously through form and
aggregated monthly
• Annual data summary on diversity that includes
race, ethnicity, and gender.
• Number of individuals who declare an
appropriate SMTP major aggregated monthly
• Number of individuals who apply for admission to
a SMTP aggregated each semester
General Approach Taken
• SMTI and MATH RAC will collaborate with 100Kin10 and other
STEM teacher preparation programs on rebranding and
marketing
• UofSC will pilot marketing plan that includes RFP and private
contractor
• FIU/Arizona will develop recruiting materials and conduct
targeted recruitment of freshmen and high school students
• Boise State will use survey data on interest and experience to
identify high-impact recruitment strategies
• Texas A&M will develop recruiting materials targeting the
AggieTeach program
• Mississippi State will develop recruit materials with
institutionally funded campaign
• Colorado State and East Carolina are observing
Current Activities
• Institutions with funded campaigns (UofSC,
FIU, Mississippi State, Texas A&M)
• Institutions with volunteer or informal
campaigns (Arizona, Boise State, Colorado
State, East Carolina)
• 100Kin10 Blow Minds, Teach STEM
partnership
• Recruitment Campaign Implementation Guide
Development
New Imagery for Teaching
http://math.arizona.edu/~smep/
http://idoteach.boisestate.edu/
http://teachscienceandmath.org/
http://fiuteach.fiu.edu/
Cultivated Wit and 100Kin10
http://tinyurl.com/pzjuro3
BlowMinds.org
Next Steps
• Continue to Plan and Do various marketing
efforts
• Study measures (inquiries, admissions,
program completers) and Act on results
• Disseminate Implementation Guide to MTEP
partners
• Addressing strategies to attract diverse pool of
teacher candidates
Opportunities for Involvement
• Plan and Do marketing strategies that inform
RAC members and others in MTEP and CSU on
effective, sustainable recruitment
• Particular interest in social media strategies,
but open to flyer, poster, direct mail, radio,
billboard, TV, or any other media process
• Assist with development, enhancement, and
dissemination of the Implementation Guide