Market research services to support the Initial Teacher Training (ITT) recruitment marketing campaign

The Department is seeking a market research agency to undertake market research for the Get IntoTeaching marketing campaign, which seeks to raise the status of teaching, drive motivation to become a teacher and provide support and advice to train. The campaign is long-standing, dating back to the 1990s, and last year entered an exciting new era with the launch of a new strategic and creative approach. The campaign consists of a range of owned, earned and paid-for channels, including AV, print, radio, media partnerships and extensive social and digital advertising. This is supported by a comprehensive programme of events and CRM to encourage and support people to apply, including providing access to one-to-one support from a nominated adviser and school experience days.

Objectives:

To support the campaign in making a significant contribution to the fulfilment of ITT targets by:

1. Evaluating the success of the current campaign 2. Informing future creative development 3. Developing understanding of our audience and the customer journey 4. Informing the audience and marketing strategies for emerging policy initiatives and priorities