Swing Education

Swing Education places substitute teachers, which means it has to win two audiences that share nothing. On one side, a district administrator deciding where to source coverage. On the other, career changers and recent graduates deciding whether substituting is worth their time. Run one campaign at both and it persuades neither.

Both sides are also local. A district in Sacramento does not care about national reach, and a substitute in Sacramento cannot work a shift in Ohio. Spending nationally to fill local shifts is where most of this budget goes to die.

• Split the program by audience, not by channel. A B2B track aimed at districts and schools, and a B2C track aimed at prospective substitutes, each with its own creative, its own list and its own budget line, so neither could hide inside the other's numbers.
• Paid search against high-intent staffing queries, catching schools already looking for coverage rather than trying to manufacture the need.
• Account based marketing aimed at named districts, with curated audience lists and addressable targeting, so spend concentrated on the accounts worth winning.
• Tested one market before scaling. A 90 day geo-limited test in a single metro, with the two audiences budgeted separately, so each could be judged on its own cost per registration instead of a blended average that flatters the weaker one.
• Anchored the funnel on content rather than product ads, with a full promotional kit produced around each campaign.

The campaign creative

One argument, produced at every ratio the platforms serve, so nothing arrived in a feed with its headline cropped off.

One page, one argument

The district track ran on budget season. Each one-pager takes a single funding objection and answers it on one page, so a rep sends the one that matches the conversation rather than the same overview every time. Built to survive being forwarded to the person who was not on the call.