Exchange Teacher Training
Client
Exchange Teacher Training
Industry
Education
Results
Over 14 million total impressions
An overall 14,309,690 impressions achieved for the duration of the campaign.
Over 1.8 million digital impressions
Using Spotify we reached up to 1 million impacts and 238,000 using Sky advertising and with YouTube we reached 632,419 impressions.
Inspiring tomorrow's teachers today
Inspiring the educators of tomorrow was the focus of Exchange Teacher Training's Recruitment Campaign.
Exchange Teacher Training wanted The Ark Media to develop and deliver an integrated media campaign to increase sign ups from adults looking to retrain and work within the classroom environment. A Department for Education accredited provider of Initial Teacher Training in England, Exchange Teacher Training offers an innovative school-centred programme designed by national and local experts to get would-be teachers classroom ready.
Founded upon a well-established partnership of credible organisations in Yorkshire and the Humber, and parts of Lincolnshire and the North East, the group are committed to the importance of ‘exchange’ sharing knowledge, skills, and expertise for the benefit of young people. The initial teacher training is rooted in local schools with individuals who sign up immersed in classroom practice from the start, supported by a mentor.
Exchange Teacher Training tasked the Ark Media with creating and delivering an integrated media campaign that would help them achieve their vision of recruiting, training and retaining the best educators of tomorrow-today.
Objectives
The campaign’s primary objective was:
-To increase brand awareness and attract people to apply to train to teach with Exchange Teacher Training.
Over 9 million impacts achieved through railway advertising in a 2 week period.
Over 2.9 million impacts achieved with bus rear advertising.
Strategy and Execution
University students and people who are looking to retrain to become a teacher were the main target audience for this campaign so we used an integrated media approach to reach them their own environments.
The strategy included:
- Rail advertising in Barnsley, Doncaster, Wakefield, Selby, Castleford, Grantham, Lincoln, Pontefract, Scunthorpe, Newcastle, Saltburn-By-the-Sea & Stockton-on-Tees
- Bus rear advertising inn key locations
- Targeted streaming on Spotify and Sky Pre-roll
The Sky Pre-Roll advert and Spotify audio adverts.
A Successful Campaign
We strategically chose YouTube and Spotify as key channels to connect with students and individuals looking to retrain as teachers. These platforms allowed us to target audiences by postcode with precision and efficiency, demonstrating that the right channels make a significant difference in campaign success.
Our campaign used a blend of social media, audio streaming, and bus advertising to maximize impact. The bus ads provided high visibility in key areas, while targeted audio streaming on platforms like Spotify enabled us to reach specific demographics with great accuracy.
By leveraging audio streaming, we offered a cost-effective solution for the client, reaching a broad audience across multiple locations. In contrast, bus stop advertising, while impactful, incurs higher costs when scaled across various areas. The combination of these channels ensured a strategic and efficient approach to audience engagement.
Using digital channels also allowed us to define precise age ranges, eliminating ad waste and making the campaign more cost-efficient. This carefully crafted media mix proved especially effective for targeted recruitment campaigns, such as promoting Exchange Teacher Training.
We extended our reach to areas outside major city centres, including Wakefield and Castleford, focusing on individuals who may not live near a university. Our goal was to show them how accessible teacher training courses are. For those who might not have initially considered teaching as a career, we introduced Exchange Teacher Training as the ideal path forward.
The Spotify tile as shown when listening to the advert.
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