The Brief
The Training and Development Agency for Schools (TDA) is a government department responsible for recruiting and the training the school workforce in the UK.
At Euro RSCG KLP we presented a number of proactive ideas aimed at using the digital channel to educate graduates and career changers about the opportunities in teaching, with the aim of enrolling them in teacher training courses.
The Solution
Two ideas that were pitched evolved into an ongoing communication program for the TDA.
1. Online events – a program of online events are hosted allowing the public to log-on at specific times to ask teaching professionals questions about the profession. Events are based around different topics and people can sign-up to receive email and SMS alerts the day before and on the morning of the event. A third party hosted chat application provides all of the moderation tools and features required to manage the events and export a transcript.
2. ATL media direct response – shortcodes were promoted on display media and TV ads encouraging people to SMS in their email address to receive more information about teaching. Depending on the code, different emails and messages were sent and people followed-up by consultants.
My Involvement
I was the digital lead on the TDA, pitching the ideas and turning them into a program.
Responsibilities included:- Project planning and specification
- Managing design and development process
- Moderating online events and technical support
- Sourcing 3rd party suppliers for SMS services and chat application
- User acceptance testing
- Ongoing client management
- Managing SMS and email broadcasts
- Web analytics and insights
