Client National Assessment Agency
PR team Grant Riches Communication Consultants
Timescale Nov 2004-Nov 2005
To generate sufficient recruitment of examiners, markers and moderators.
Strategy and Plan
MORI conducted interviews with 600 teachers and examiners across the UK in June/July 2004 to identify their motivation. One of the findings from the survey formed the news hook for the campaign: that more than eight out of ten examiners, moderators and markers said they were satisfied with their job, while nearly nine out of ten would recommend it.
These findings formed the core message of the campaign and gave rise to the straplines 'Examine Their Future' and 'Behind Every Paper There's a Student'.
Ahead of launch, creative concepts for advertising, the website and other campaign material were tested on two focus groups of teachers.
The campaign was launched on 2 November 2004. The PR team set up links to official site www.examinerrecruitment.org on relevant portals, such as the Times Education Supplement website and TeacherNet.
Meanwhile, head teachers, local education authority representatives and stakeholder groups were invited to workshops and seminars. They were also sent promotional material, such as posters and information packs.
Measurement and Evaluation
The campaign garnered widespread coverage in education press such as Teaching History and specialist titles such as RE Today and The Psychologist. It was also featured on teacher-related websites, and was the subject of a programme on recently launched digital channel Teachers' TV.
The number of examiner, moderator and marker job applications received so far this year is a 190 per cent increase on 2004. More than 94,000 hits have been racked up on the official website, from which more than 11,000 applications have been submitted. The examination body has received an additional 9,000 printed applications.
According to the agencies involved, research shows that 90 per cent of head teachers remember the campaign.
Times Education Supplement website editor Bill Hicks says: 'Every year we get teachers asking about the whole business of how they can earn more from marking, so this gave me an opportunity to give the examiner recruitment website a link from ours, as well as write a news bulletin.'