Our Work

Marketing for Attracting Teacher Hopefuls RAC

Statement of the Problem

Aim Statements
General Approach
Measures Used


Note: This Research Action Cluster is no longer active.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

Featured Project & Initiative

The Data Literacy Institute – a partnership between APLU and the Association for Institutional Research with funding from Ascendium – brings together cross-departmental teams from 11 Powered by Publics institutions from Cluster 14 to engage in training that enhance their use of data to improve equitable student outcomes. In May 2022, Powered by Publics held […]

Featured Publication

2022 APLU Annual Report