Covering the districts of North Warwickshire, East Staffordshire, Cannock, Lichfield, Tamworth and Nuneaton and Bedworth, The John Taylor Teaching School Hub provides high-quality professional development and support for teachers and leaders.
Following a government overhaul of the teaching school system, the 98 teaching schools in the West Midlands were reduced significantly in number, to instead be replaced by 11 teaching school hubs.
When John Taylor was awarded teaching school hub status, their target market increased dramatically to 241 schools. They therefore approached us to help them significantly increase their reach to include all these schools, thereby ensuring all of them were aware of the hub’s services, support, training, and offerings. They needed all 241 schools to be engaging with them and they needed to be able to provide clear evidence of this.
As the hub was an entirely new entity, step one of the brief was to create a clear, distinguishable brand, a new website, and to strategise a clear campaign to communicate with their target market and raise awareness of the changes and their services. Step two of the brief was then to maintain this campaign by continually engaging with as many of the schools in their target area as possible, and subsequently feeding back the results.
The work we carried out to create and establish their brand identity stemmed from an initial creative meeting with the client, wherein we needed to gain a full understanding of the strict brand guidelines that needed to be adhered to for the hub to synergise with the wider organisations associated with it. The branding and logo that we created for them was clear, professional, and illustrated the hub’s purpose clearly in its position within the wider matrix of teaching schools.
When we came to creating their website, we had to consider how to simplify a very complex service offering and map it out in a way that worked for several different target markets, from decision makers within schools to aspiring teachers themselves. We achieved this by creating a user journey that visually demonstrated the teacher career pathway and how the hub provides support every step of the way. Crucially, we also implemented the functionality to book and promote events through the website.
For their marketing we created a brochure and a mailout to every school within their target market to introduce the hub and outline their services, which we then followed up with an email campaign to build up a strong foundation of awareness within the target market. To encourage and maintain this crucial engagement, we continually support the hub with regular email marketing, including newsletters and what’s on guides, as well as ongoing social media marketing and ad campaigns to grow their reach exponentially.
A key aspect of the brief was how vital it is that the hub are able to report back to the government on their engagement with clear results and statistics. We support them in this by measuring these engagement levels via event attendance, course bookings, email clicks and website visits to compile a detailed and thorough analysis that they can report back to the Department for Education with.
This work is ongoing and we’re proud to see engagement continually increasing month on month. We have enabled the client to hit their targets consistently through successful, extensive marketing campaigns built on strong branding and an intuitive, bespoke website.
“Just to let you know that the majority of the materials have arrived for us, and they look absolutely great. People commenting on them, and we are really pleased with them.
Many thanks for the time and effort that you invested in helping us, we very much appreciate it.”