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CASE STUDY: Department for Education and Skills (DfES)

Provided by Guardian Newspapers Limited
The Guardian created a highly successful campaign, effectively communicating to teachers the key issues around remodelling.

What was the Challenge / Background of the Campaign?

Being the only quality newspaper to have a dedicated weekly education section, The Guardian was approached by the Department of Education and Skills (DfES) and the National Remodelling Team to find an effective way to communicate to teachers the main issues that surround remodelling. To overcome the negative reaction to communication coming directly from the DfES and to convince teachers that implementation would be a drain on resources.

What was the Campaign Objective?

The aim was to find an effective way to communicate to teachers the main issues that surround remodelling.

What was the Solution?

The Guardian was perfectly positioned to present the depth of information needed, but most inportantly with an impartial voice that teachers would respond to. The idea of a supplement within Education Guardian, written by our Education journalists, was seen as the perfect platform to do this. The Guardian published a supplement entitled Remodelling. To ensure maximum impact, the supplement was also sent to nearly 30,000 head teachers of state schools across the UK, accompanied by a letter from our editor. To extend reach a special page was set up on

What were the Results?

41% of secondary school head teachers and 53% of the primary school teachers surveyed recalled seeing the supplement, either in the Guardian or through the mailing. The supplement received a universally positive response from head teachers with 80% saying it was an interesting read and 75% saying it was informative. Most importantly it changed perceptions of remodelling among head teachers, showing how it could work effectively without too many financial implications.

What were the Key Learnings of this Campaign?

The consensus from the research was that it was very suitable for a supplement on remodelling to be published in the Guardian as it has a good reputation for its education coverage and that reader's trust the information published.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsGuardian readers in the teaching profession
35 - 44
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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