Campaign summaries
SMS
Objectives:
To acknowledge people texting the short code on the ATL ad.- Bring the current SMS reg. email up to date and align it with the new TDA brand campaign.
Key messaging:
- The SMS built on the interaction and excitement shown in the ATL adverts and encouraged registrations.
- The imagery showed the interactions between the teacher and pupil.
- The copy portrayed the surprising, rewarding and challenging aspects of teaching- where no two days will be the same.
Creative Messaging:
Rewarding Interactions Everyday.
Targeting:
- The prospects have actively text the short code from the ATL adverts to gain more information so they have already shown an interest in teaching.
- Students, career changers or career finders.
Creative:
Train to Teach 2008
Objectives:
- To encourage people who are considering a career in teaching to attend one of the three Train to Teach (TTT) events.
- To generate a 20% uplift (on 2007 figures) in total eligible enquirers from 2592 to 3110 across the 3 events. Also to generate 20% uplift (on 2007 figures) in total eligible priority subject enquirers from 1131 to 1357 across the 3 events.
Key messaging
- Communicate that TTT is the biggest teaching event of the year. Designed to offer expert advice and support to those who are considering teaching as a career.
- By attending the event you could improve your chances of success when making an application for teacher training.
- Position TTT as the place to go to have all your teacher training questions answered.
Creative Messaging
Have all your teacher training questions answered at TTT.
Targeting
- We were targeting a broad range of potential teachers with a particular focus on priority subject candidates and secondarily men into primary, minority ethnic groups and potential applicants with disabilities. This would include 1st and 2nd year students, career finders and career changers.
- Some of these people have said they are interested in teaching and some were introduced to the idea of teaching through our acquisition work.
- The prospects had a lot of other career opportunities available to them. Recent graduates could be tempted by an array of other employers and graduate schemes. Whilst for career changer it’s a bigger lifestyle change.
Creative:
Returners
Objectives:
- Address the issue that approximately 10,000 teachers leave the profession every year.
- Increase the number of ex-teachers registered on the RTT database by 20%, a quarter of which should be science and maths.
Key messaging
- Based on research findings the love of the subject led the campaign- supported by the rational evidence of improved working hours, better work/life balance and better pay to make a convincing argument to come back to the classroom.
- Speaking to actual teachers provided us with the authentic insights about teaching included in the piece that only ‘insiders’ could give (from the hugely popular experiments to the disastrous ones, from the light bulb moments to the truly terrible staffroom coffee, from the last day of school to results day).
- Aim was to provoke emotion and nostalgia which, when supported by rational evidence of improvements, would encourage a return to the classroom.
Creative Messaging
Your skills are missed in the classroom. Come back and teach.
Targeting
- The communication was aimed at 45,000 ex-teachers from the priority subjects (Physics, Chemistry, ML, D&T, Maths, ICT, Music, and RE).
- Brochure variants for Maths, Science and Generic (all other priority subjects) acknowledged valuable skills possessed by these ex-teachers. Letter variants were then developed to tailor the generic mailings to ex-teachers of RE, D&T, ML, ICT, Music.
Creative:
Minority Ethnic DM
Insight:
- A mixed ethnic workforce within schools is crucial to replicate a real life community of varied cultures and ethnicities.
- As a minority ethnic candidate, teaching is a means of helping others, contributing enormously to individual communities, and a highly rewarding and credible career with compelling financial and developmental support.
- Key to this communication is also timeliness and preparation.
Creative message:
‘Act now and start shaping future generations’
- Visible through a polylope outer, the handprint symbolises the potential of teachers to offer a guiding hand to the next generation of their community.
- Altruistic copy tone subtly delivered messages known to be motivating to the target audience.
Timing:
- Mailed November 2006
Creative:
Science Jelly Baby DM
Insight:
- Bring Science to life. Science in modern schools is no longer a dull subject that fails to inspire or engage pupils.
- By giving children a context in which to understand scientific theory, science can capture their imagination and inspire awe, while helping to explain the world around them.
- Interviews with real life science teachers inspired the ‘Death of the Jelly Baby’ experiment, as widely used and loved in schools for all ages. Live experiment photographed in Oxford school.
- In conjunction with the email the two pieces position science as one of the most exciting subjects you can teach.
Creative message:
‘Teach Science and ignite the imagination’
- The brochure cover shows a standard textbook image of an experiment, with the cover opening to reveal the same experiment brought to life in a modern classroom.
- The two versions of the experiment demonstrate the evolution of science teaching, and the sense of wonder about science that a live experiment can inspire in pupils.
- The jelly baby reappears in the animated email chunks of it disappear as if it’s being eaten. Recipients are then enticed to click through to the TDA website, where they can watch the disintegrating jelly baby experiment from the DM unfold in a film.
Timings:
- Outbound rolling programme to all eligible enquirers for Physics and Chemistry.
Creative:
Modern Languages
Insight:
- ML has evolved as a subject in today’s classroom- it is not merely about language-learning without a context, but giving children a cultural experience and real transferable skills of lifelong use for work, life and travel.
- Interviews with real life ML teachers inspired the examples used in the pack.
Creative message:
‘Bring languages to life with a rewarding career in teaching’
- Delivered in an authentic passport format, the pack illustrates ML’s ability to transport pupils to many different countries without ever leaving the classroom. As the headline reads, ‘It’s amazing where you can go in an hour’.
- ML teachers can provide pupils with a cultural experience both within and beyond their lesson.
Timing:
- Outbound rolling programme to all eligible ML enquirers.
Creative:
‘New Year Supplement’
Insight:
- ‘Job Lab’ research proves that teachers laugh, on average, 9 times an hour.
- Recent TDA research ‘The Boredom Index’, revealing that teachers have identified themselves as the least bored profession.
Creative message:
'‘Banish the winter blues by kick starting your teaching career today’
- A TDA branded vitamin pack cleverly portrays teaching as a natural remedy for the winter blues- ‘For a proven antidote to relieving boredom in the workplace, follow the instructions inside’.
- Within a replica blister sleeve is an ‘instruction’ leaflet, detailing the unique rewards of teaching and the routes to apply.
- Email reinforces DM message with the sentiment ‘Teaching is the nation’s more stimulating career. Now there’s a thought.’
Timings:
- January 2007
Creative:
D&T DM and email
Insight:
Our direct mail campaign needed to:
- Convey the incredible diversity of a subject that spans a range of topics from resistant materials and industrial design to textiles and food technology.
- Illustrate that D&T is unique in its creative and practical potential. As a D&T teacher, you can deliver interactive lessons that really engage children.
- Communicate the evolution of the subject in modern classrooms. Constantly evolving in line with technological developments, D&T is no longer a timeless subject and computer aided design/ manufacture is now an integral part of designing and making.
Creative message:
D&T- Shape the designs of future generations
- Our brochure format reflects the importance of practical design in D&T, and the technological advance of the subject.
- Using paper engineering we created an interactive piece that conveys the key themes of diversity and technical design crucial to modern Design and Technology.
- The inclusion of an edited Class of Today DVD in the brochure also conveys the relevance of IT to D&T, and offers tailored, added value content that brings the reality of teaching D&T to life.
Timings:
-
Rolling programme DM and email to D&T enquiries on the database
Creative:
Cold acquisition campaign April 2007
Insight:
Our direct mail campaign needed to:
- We needed to raise awareness of teaching as a career option that offers variety, is challenging and uses their skills and subject knowledge on a daily basis.
- Some people may be confused about what do as a career, or not had enough time to give it enough consideration. This communication is about planting the seed that teaching is credible option and something they may well be interested in doing.
Creative message:
Teach Maths/Science - a surprisingly rewarding career that’s worth considering
- Leveraged Jelly Baby creative for the Science element of the campaign
- Developed new Maths email that illustrated how Maths relates to nature with the Fibonacci sequence and sunflower example
- Developed a strong starting salary message for student audience
Timings:
- Email and DM went live April 2007
Creative: