Targeting new recruits to teaching in particular, we created a wide-ranging online strategy with targeted digital advertising and paid-for social media campaigns, as well as gathering and using direct email data.
We estimate that campaign messages were presented to online audiences over 2 million times over an 18 month period.
We recruited more than 20 teaching ambassadors as the faces of the campaign, bringing Bradford’s message to life with imaginative use of video and animation in particular.
Pre-pandemic, live conferences and events were also a significant part of the campaign. Subsequently, we quickly developed engaging virtual events making use of webinar technology.
Evaluation of the campaign showed that the number of vacant teaching posts in Bradford fell for two years in a row following the launch of Bradford for Teaching, and surveys of local schools revealed they were receiving more applications for each teaching post advertised.
You can read a full evaluation of the project here >