RPS 205: Attracting and Growing the Next Generation of Educational Leaders
When Rockford Public Schools (RPS 205), in partnership with Northern Illinois University, launched the Principal Residency Program (PRP), they were taking an innovative step toward growing their own pipeline of highly qualified, homegrown educational leaders. The challenge? Attract the right candidates – experienced teachers ready to make the leap into leadership – through a campaign that would resonate, inspire and activate.
GrahamSpencer was selected to help them do just that. The result: a human-centered, story-driven talent attraction campaign that’s helping reshape perceptions of educational leadership — and working to fill the candidate pipeline.
The Program: Earn While You Learn. Lead While You Grow.
The RPS 205/NIU Principal Residency Program offers a unique opportunity for experienced teachers to accelerate their paths to leadership while earning a $70,000/yr salary.
Designed to attract a diverse pool of candidates, including bilingual educators, teachers of color and those with at least five years of experience, the RPS PRP is an important tool for strengthening the leadership bench in a district that serves one of Illinois’ most diverse urban student populations.
The Principal Residency Program is the perfect blend of practical experience and the educational and administrative background needed to be a principal.
– Daniela Boar
RPS / NIU Principal Residency Graduate
Principal, Julia Lathrop Elementary School, RPS 205
Discovery Insights: Relatable Voices Matter
Through a series of client and participant interviews, GrahamSpencer identified a central truth: prospective applicants are inspired most by real teachers with real stories. The PRP was not just an opportunity to advance — it was a chance to lead in new ways, to create a larger impact, and to model success for others.
By focusing on the journeys of three standout participants – Daniela DeBoer, Braxton O’Hearn and Amber Lee-Black – we created a foundation of testimonial-based messaging that could break through the noise, resonate with the target audience and personalize the opportunity.
Final Creative Approach: Human, Inspiring, Inclusive
Stories Designed to Connect
Our Creative Brief called for empowering, relatable language that would ring true with mid-level career teachers, high-quality photography and video, digital-first design and clear calls to action. We built the campaign around a dynamic microsite and digital ad strategy that elevated the voices of real participants and visually reflected the diversity and spirit of the program.
View the campaign landing page here.
Results: A Stronger Pipeline for Tomorrow’s Leaders
The RPS 205 Principal Residency campaign has not only begun to help fill the applicant pipeline – it also works to elevate awareness of the district’s commitment to developing diverse, homegrown leadership talent – inside and outside the institution.
By focusing on real stories and authentic voices, the campaign resonates with teachers who see the potential to lead and make a difference in more students’ lives. For Rockford Public Schools 205, the results will pay dividends in classrooms and the community for years to come.
Are you looking to attract mission-driven leaders to your organization? Engage GrahamSpencer to build a campaign that inspires candidates and helps fill your talent pipeline today.
If your organization is ready to create brand infrastructure capable of carrying meaning for decades, we would welcome a conversation.
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