With a very tight marketing budget, the challenge for the team at Northern Lights SCITT was to promote their teacher training programme cost effectively to recruit new entrants to the profession.
Working closely with SCITT team, we helped them gather market insights from their existing trainees to inform future marketing plans, as well as investigating the SCITT’s digital footprint to understand how potential recruits saw them online.
Armed with evidence, we precisely targeted Northern Lights’ small marketing budget to where it would have greatest reach through online marketing. We provided the in-house team with digital content to use themselves, making their budget stretch further.
The result? In 2020, the SCITT team exceeded their recruitment target and filled their available teacher training places.