How do you attract teachers interested in working in urban schools to Indianapolis? That was the challenge set before us by Indianapolis Public Schools, the Mayor’s Office of Education Innovation, and The Mind Trust. We created the Teach Indy brand, along with a microsite linking to a database of open teaching positions in IPS and Marion County public charter schools. Then we launched an intensive four-month digital campaign to attract experienced teachers and ex-teachers to the site. The results? The campaign drove more than 14,000 visits to the site and more than 3,000 clicks to the job database—a click-through rate of 21.47 percent. Visitors spent an average of nearly two-and-a-half minutes on the site, which is more than double the average for visitors to mobile websites.