Training And Development Agency For Schools Promo, Case study TOP CLASS TEACHING TECHNIQUE by MEC London


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Industry Recruiting
Media Promo & PR, Case study
Market United Kingdom
Agency MEC London
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Mar 1 2010
Business Director: James Caig (MEC)
Media placement: TV - All Channels - 1 March 2010
Media placement: Outdoor - Commuter Sites (E.g. Underground) - 1 March 2010
Media placement: Online - Display, Search - 1 March 2010
Media placement: Press - 25 X 4s - 1 March 2010
Media placement: Events - All Over The United Kingdom - 1 March 2010
Media placement: Social Media - Facebook Profile - 1 March 2010
Media placement: CRM - DM, EDM - 1 March 2010
Media placement: Content Partnerships - Guardian Online - 1 March 2010

Insights, Strategy & the Idea
Every year British schools need to recruit 36,000 new teachers. Failure means bigger classes and uninspired pupils.

Most potential teachers (77% of our target audience) already have a career and making the change is a major life decision.

They describe it as like “emigrating” or leaping out of a plane. The decision is so big that many simply procrastinate and never sign up.

We didn’t need to change people’s attitudes to teaching but to alter their behaviour through the application process.

Our idea was to help this target audience through by always keeping them in play. We devised “pinball planning”, using media to ensure every step down the path was accompanied by a nudge to keep moving.

Every action such as getting a brochure or watching a video would also lead to another be it taking part in a webchat, calling a number or going to an event.

Creative Execution
By using media as levers to action we kept candidates in motion. We didn’t give them a chance to procrastinate but kept them moving towards making an application.

Every message was designed to make them take the next step and not be fazed by the decision they were making.

We created a clear funnel of actions and interactions that kept them going through the process, incorporating social media, asking a question, registering for an event, watching our videos or taking part in a webchat.

To drive them to towards this process we targeted times when getting to their current job was less than a thrill. “Working Blues” media meant reaching out Sunday to Tuesday and in winter months, using commuter media such as Monday papers, platform posters and TV.

Every message was fronted by a real teacher to remind them how inspiring a career in teaching could be.

Results and Effectiveness
Enquiries from qualified candidates rose 14%.

Applications were up by 35%.

In Maths and Science (the hardest subjects to recruit in), applications were up by 50%.

ROI was £101 for every £1 invested: the highest-ever recorded by the IPA

Beyond this, boosting application numbers enabled the TDA to select better candidates and ensuring better quality teachers.

Pupils are more inspired, do better and in the long-term the brightest and best are encouraged to become teachers themselves.