The mission of the Federal Bureau of Prisons (“Bureau” or “FBOP”) is to protect society by caring for adults in custody in the controlled environments of prisons and community-based facilities that are safe, humane, cost-efficient, and appropriately secure, and that provide work and other self-improvement opportunities to assist inmates in becoming law-abiding citizens.

With the passing of the First Step Act (FSA), the Bureau has the opportunity and responsibility to provide more educational services to inmates. The Bureau’s Education Branch (EDU) is responsible for providing assessment and instruction of evidence- based programs that prepare incarcerated people for a productive and crime-free return to society.. Chief among these programs is the Bureau’s literacy program, leading to attainment of a high-school equivalency (GED) with special education support and a variety of career and technical education programs. The Bureau is responsible for exploring innovative approaches and projects that can lead to reduced recidivism to support the FSA mission, including clear metrics for evaluation and performance management.

Ignited was contracted by the Bureau to develop a digital campaign that positions FBOP as an

opportunity for teachers and instructors looking to build successful and meaningful careers. Program objectives included:

• Enhance perceptions of the Federal Bureau of Prisons teacher career opportunities
• Drive awareness of select FBOP teaching roles among prospective teachers, vocational instructors and student trainees
• Encourage prospective teachers and instructors to learn more and apply

Ignited conducted research and stakeholder interviews to identify key challenges and opportunities facing the Bureau, developed targeted messaging and new recruitment assets including video, photography, website landing page and social content, implemented targeted paid media campaigns, and provided outreach and engagement with prospective higher education institutions seeking to participate in the Bureau’s student trainee programs.

The campaign drove meaningful volume and engagement to the FBOP Careers landing page, overdelivering on campaign impressions and surpassing cost efficiency and engagement benchmarks.