The GORSE Academies Trust- School Centred Initial Teacher Training (SCITT)
Client
The GORSE Academies Trust
Industry
Education
Results
Over 17 million
impressions served in a 4 year period
12.4 million
digital billboard impression delivered
531,540 impacts
delivered through university campus advertising
The GORSE Academies Trust (TGAT) is an Ofsted outstanding provider of School Centered Initial Teacher Training (SCITT), preparing trainees exceptionallly well for a successful career in Primary, Secondary and Post-16 teaching. Offering opportunities in Leeds, Bradford, Hull and East Yorkshire TGAT has trusted The Ark Media with planning and delivering their SCITT recruitment campaigns for the past four years.
Objectives
The primary objective of each campaign was to:
- Raise awareness of and increase recruitment onto the SCITT courses across Primary, Secondary and Post-16 education targeting key audiences including university graduates and adults looking for a career change.
How do we target would-be Primary, Secondary and Post-16 teachers to enrol on a School Centred Initial Teacher Training course?
Bus Rears reaching 675,380 Leeds residents over a 2 week period.
Strategy and Execution
Focusing on university graduates and adults who may want a career change, each campaign targeted key locations in and around the Leeds area to maximise reach and connect with the target audience. Additionally, each campaign was interspersed throughout the year to coincide with key dates in the recruitment cycle. The strategy included:
- Out-of-Home (OOH) advertising in and around the student areas of Leeds and within the campuses of University of Leeds, Leeds Beckett University and Leeds Trinity University.
- High impact Out-of-Home Digital Billboards on main arterial routes around Leeds.
- High reaching bus rears to communicate with motorists and pedestrians around Leeds.
- Railway 4 sheets, at key West Yorkshire railway stations, situated in busy ticket halls and on key platforms to engage with audiences with time to consider TGAT's message.
Bus shelters in densely populated student areas delivered 643,724 impressions over a 2 week period.
University 4 sheets and digital screens delivered 531,540 impacts over a 4 week period.
Looking ahead to 2025
The journey doesn’t stop here as we embark on TGAT’s 2024-2025 SCITT recruitment campaign, targeting those adults who are inspired to impact young people’s lives for the better:
Embarking on our fifth campaign with The GORSE Academies Trust, School Centred Initial Teacher Training going into 2025, we are confident in being able to deliver their message to the desired target audience through the most effective media channels.
Receiving over five million impressions over the course of our five year partnership, The Ark Media's strategic planning and insight into the sector has already provided outstanding results which we do not expect to stop this year.
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