RESPONSE-DRIVEN CAMPAIGN ACROSS EXTENDED CUSTOMER JOURNEY
Scotland faced a shortage of STEM teachers.
The team and I had to persuade our audience to swap a sexy career in science, tech, maths and english etc … for teaching it instead.
The strategy:
FOR REAL SATISFACTION;
STOP MAKING THINGS. START MAKING PEOPLE
The ‘Teaching Makes People’ campaign developed was delivered at all touch-points on the audience’s road to a career change as we created in bound and outbound work.
Resulting in:
• Over 45,000 website visits in first 2 months.
• +12% (double client target) in people seeing teaching as ‘an ideal career choice for them’.
• Tripled client target for people considering applying.
· Two Gold Marketing Society Star Awards.