TDA Teacher Recruitment
Title: Best in class: how influencing behaviour with a new-media strategy helped nudge teacher recruitment to record levels
Client: Training and Development Agency for Schools (TDA)
Entrants: DDB UK, MEC
Authors: Dom Boyd, Alex Vass, Ami Smith, DDB UK; James Caig, MEC
Contributing authors: Les Binet, Sarah Carter, DDB UK
Credited companies - Creative agency: DDB UK; media agency: MEC; direct marketing agency: Draft FCB; integrated agency: Euro RSCG KLP; PR agency: Munro & Forster; call centre solutions agency: Teleperformance UK; marketing services: COI
Media used: Direct marketing, newspapers, online display, outdoor/poster, PR, radio, search, TV, viral/social media, website/microsite
IN A NUTSHELL
By 'nudging' people through the journey of becoming a teacher, turning the decision into a series of small steps, the campaign saw record-breaking levels of applications, and a minimum payback of £101 for every £1 spent.
Research found the Teacher Development Agency (TDA) did not face an attitude problem with people wanting to become teachers, but rather a behavioural problem, in that people were not taking all the steps to become one. Reframing the communication task as a behavioural problem led to a radically different media strategy from "selling" teaching to "helping" people become teachers. A series of behavioural triggers to "nudge" people through this journey was devised, turning a big decision into a series of small steps. The campaign achieved a minimum payback of £101 for every £1 spent, increasing teacher enquiries and applications to record-breaking levels on a smaller spend.
TDA was a great example of a unique multi-channel media strategy that addressed the audience at very different stages in their engagement. It displayed impressive use of behavioural economics, and should act as a benchmark in this field of expertise.
Nigel Gilbert, former group marketing director, Lloyds Banking Group.