Marketing for Attracting Teacher Hopefuls RAC
Note: This Research Action Cluster is no longer active. Its work is presented here as it may continue to be useful.
Statement of the Problem
- Secondary Mathematics Teacher Programs* (SMTPs) are not enrolling or graduating enough secondary mathematics teachers to satisfy the needs of U.S. middle and high schools.
- Salary, stereotypes, 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.
- 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
- Provide models for developing and launching purposeful and sustained marketing campaigns that re-brand teaching to appeal to STEM majors
- Include adaptions for programs focusing on undergraduates, UTeach, alternative pathways, and other models
- Identify critical experiences in mathematics and clinical work that impact recruitment and retention
- 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 an SMTP aggregated each semester
MTE-Partnership Driver Diagram
MATH Driver Diagram
The RAC has created and disseminates a 9-module Secondary Mathematics Teacher Recruitment Campaign Implementation Guide available at http://bit.ly/MATHImplGuide .
- Module 1 Teacher Recruitment Campaign Overview
- Module 2 Campaign Planning
- Module 3 Campaign Research
- Module 4 Branding
- Module 5 Social Media
- Module 6 Public Relations
- Module 7 Paid Broadcast Media
- Module 8 Web Site Identity
- Module 9 Lessons Learned/Evaluation
Chapter 14, The Mathematics Teacher Education Partnership: The Power of a Networked Improvement Community to Transform Secondary Mathematics Teacher Preparation,
AMTE Professional Book Series, Volume 4
2016 MTE-Partnership Proceedings: Marketing to Attract Teacher Hopefuls (MATH) Conference Working Group Report