Direct marketing
The direct marketing programme aims to improve the conversion of enquirers to the Teaching Information Line (TIL) and website for application. It is driven by available data from registrations and is targeted at those interested in teaching priority subjects and those currently under represented in teaching.
In order to position TDA as an organisation that understands the mindset of the people it is talking to, we have to acknowledge enquirers’ unique stage in the journey to application.
As such we deliver inspirational teaching messages with subject specific mailings relevant to the candidate's interest or degree held. These messages form the first outbound communications from a suite of contacts which include financal incentives, application deadline reminders & call centre follow up.
The contact strategy was developed in order to talk to the most recent enquirers, at regular points throughout the year through a combination of DM, email and outbound calls. It moved us from a tactical approach to a consistent communications strategy.
It enables us to give people the right information at the right time to allow them to make up their minds as quickly as possible. By managing enquirers through the consideration process the aim is to uplift applications in priority subjects and under-represented groups.
The programme dovetails seamlessly with other channels to provide enquirers with a greater depth of information to deliver the emotional and rational reassurance they need to decide to train to become a teacher.
As well as driving the conversion of enquirers to TIL we’re also looking at other opportunities to drive applications particularly within the priority subjects. These strands of activity include acquisition trials to both the student and career changer audience, activity to ex-teachers promoting the benefits of returning to teach and developing communications specifically for the student audience.
