The recruitment of the next generation of teachers is a vital task, the challenges of which evolve through time as new trends and influences shape the public perception of a career in teaching.
The ‘Your Future Their Future’ campaign successfully conveyed the key benefits of the profession, bringing to life the combination of competitive individual benefits and the opportunity to improve young people’s lives.
However, new research had identified an emerging barrier that we needed to address in order to attract the teachers of tomorrow.
It became apparent that the thought of ‘standing up in front of a class’ was a big fear of many potential candidates, completely putting them off the idea of teaching.
Our research showed that by breaking down a class of thirty students to focus on how the teacher could have an impact on an individual student, we could help people to see past this barrier.
Our campaign brings to life the individual impact teachers have on their students. By focusing on the interactions between teacher and student that happen all over the country every single day, we are showing that little differences can lead to a brighter future.
Our two 30 second ‘Making Futures’ films address our identified barrier, looking at the traditional classroom in a different way by focusing on individual students and how a teacher has made a difference to their future.
The films explore six different stories, providing a snapshot of the many ways in which teachers have a positive impact every day.
The emphasis on the impact teachers have on each individual is brought to life across a huge number of channels that will talk to our audience in various ways.
We created bespoke user journeys by identifying the barriers and motivations of each target group, showing them the most compelling picture of a teaching career. This is delivered in an increasingly targeted manner through out-of-home, cinema, VOD, audio, press, social and digital channels, employing a range of sequential messaging and retargeting to help people through their journey to registration.
The process of becoming a teacher can appear a complicated one for someone who hasn’t experienced it. The role of CRM is to develop a series of communications that harness that strong, initial motivation to register, all the way through to application.
This is delivered as a series of practical communications that deliver the right information at the right time. These are then supported by richer stories of success, to reassure candidates that teaching is the right profession for them.