As a new recruitment campaign began in Fall 2013, I rebuilt the staff recruiting brochure for TeachBeyond.

 

The old version (shown at bottom of page) was written by administration staff, and focused on primarily on organization details. It was used for all purposes - recruiting, fundraising, partner development, and more.

 

I wanted to make a brochure focused primarily on recruiting staff. Our target audience was generally 20-30 year-old young families, with many single women interested. I decided to cut down the general descriptive text and some color and visuals.

 

I did all the copywriting, brand strategy, illustration and design on this project, with great feedback assistance from my team-members (and interview help gathering the statements on the back!).

 

The cover design reflected our desire to show that this is not about a job or location, but about changing lives. I wanted to allow people to visualize themselves in this world, so we found a good cross sampling of staff around the world and in different areas of work, and used their own photos and words to talk about what this means to them.

 

I decided to create my own maps and graphics to show how and where our staff work visually. I divided the kinds of service sites into four general categories to make it easy to see at a glance where an individual might fit, and then further information could be found on the website.

 

We also needed to update the smaller inserts that would go into envelopes for our staff to provide information about the work we do for their families and friends. I adapted the content to fit this different audience.

 

The primary need for this new audience was to know if this group is trustworthy first, and then after that have a very basic idea of what we did. The specific details of the individual's role would usually be provided in a unique letter accompaniment.