If we could communicate the Trust’s “positive discipline” approach to candidates in advance of an open day, more people would feel inspired to attend.

The challenge

We identified the Trust’s “positive discipline” approach, which eliminates low level disruption in the classroom, as being a key differentiator for Teachers who might want to join the organisation. The task was to give candidates a sense of this approach in advance of an open day, so that they would feel inspired to attend.

Our approach

To create a warm and engaging video, explaining the “positive discipline” concept, and asking teachers and pupils to describe why they love it. We also promoted the open day via local radio advertising, using a text response service to make it easy for individuals to find out more. This was backed up with social media advertising, local news website banners, and MPU advertising on the TES Resources channel for the Yorkshire area.

The results

259 candidates attended the open day, over three times the number who had attended the previous year.