Rated one of the top 20 school districts in North Carolina by Niche.com, Henderson County Public Schools hired Rhodes Branding to help develop a campaign to recruit teachers, bus drivers, and substitute teachers to the district.
Located in the rapidly-growing Asheville, N.C., region, Henderson County Public Schools is a school district with over 13,000 students across 23 schools.
We named the campaign “We need you in 2022” and helped the HCPS team storyboard the videos from start to finish. After developing three concepts, we traveled to Hendersonville for multiple video production days with staff members.
The first video highlighted the need for school bus drivers. We had the opportunity to shadow one of HCPS’s bus drivers throughout the day to capture his story.
The second video highlighted Ginger, a substitute teacher at East Henderson High School. When a school doesn’t have enough substitute teachers in the building, or another team member who can assist, that responsibility doesn’t go away. Thankfully, people like Ginger step in, but more substitute teachers are needed in districts across the country.
The third video highlights three teachers within the district, showcasing the work-life balance both in the classroom and the community. The videos were used on the district website’s human resources landing page and paid media spots in the greater Hendersonville area.