CASE STUDY: Department for Education use TES to recruit teachers
Provided by TES Global
TES helped drive traffic and boost lead creation for a new National Teaching Service which support schools with recruiting
What was the Challenge / Background of the Campaign?
The Department for Education (D for E) launched a new National Teaching Service to support schools that are finding it difficult to recruit the teachers and middle leaders they need. It aims to ensure the wealth of teaching expertise is spread out across the country by recruiting talented teachers and then deploying them to schools which need them most. D for E wanted to recruit teachers to the North West initially and chose TES as a media partner to help drive traffic and boost lead creation.
What was the Campaign Objective?
Kicking off in the North West, and later expanding across the country, the aim of the campaign was to recruit 100 teachers to the region and 1500 nationwide by the end of this parliament.
What was the Solution?
With over 349,000 weekly readers, the TES magazine is a key destination for classroom teachers and middle leaders of primary and secondary schools. So it made perfect sense for the D for E to run 2 x half page spreads and engage with teachers where they're looking.
We also targeted our 12.5 million monthly visitors on TES Jobs, TES Resources and TES Community via Leaderboard and Double MPU branded adverts. To drive traffic and encourage users to apply to be an NTS teacher, all adverts directed people to an application form on gov.uk.
What were the Results?
Exposure to our active audience was a great success, with the campaign generating 324,560 impressions. CTR rates exceeded industry averages and The Department for Education were so pleased they re-run both their online and print ads.