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'Teacher recruitment on Television'.
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The Training and Development Agency for Schools (TDA) works to targets set by the Department for Children, Schools and Families to recruit individuals into Initial Teacher Training (ITT). Our target is to fill 100% of available places in an academic year (September to September).
To ensure high quality teaching and learning, by securing a sufficient supply of suitable, effective teachers the TDA runs an integrated recruitment campaign.
A central part of this recruitment is a TV campaign, which aims to inspire individuals to consider teaching as a career and to visit the TDA website, or call the Teacher Information Line to find out more.
In the previous 2 financial years the TDA spent the following on TV advertising:
|
2007/08 |
2008/09 |
Advertising - TV |
£4,190,299.37 |
£4,615,814.55 |
The latest results show that currently applications and acceptances to ITT are up significantly on this time last year.
The Chart below tracks website visitors in relation to our TV Advertising:
The TDA also commissions an ongoing tracking survey to asses the impact of our advertising. Below are the key findings of the latest tracking research:
Advertising Recognition
Awareness of the advertising remains at high levels amongst Students - with online recalled at peak levels at end of June (21%).
Amongst Career Changers/Finders we had a significant drop in advertising recognition over May - from 84% peak recognition to just under 70% overall - but this has picked up just slightly at the end of June.
Persuasion
After reaching peak levels of persuasion in May (just over 40%) there has been drop in persuasion over the last 4 weeks amongst both Students and Career Changers/Finders, returning back to levels around 30%.
Attitudes Towards Teaching
Likelihood to make enquiries amongst those who have not already enquired has also dropped back amongst both Students and Career Changers/Finders.
However, there has been a rise in agreement with inspiration and financial measures around teaching, including “teaching allows me to fulfil my ambitions” and “teaching offers a satisfactory level of financial reward”.
The TV adverts are a rolling campaign and will continue. The current TV adverts are not scheduled to be shown during July and August. They will resume again in September for the new academic year.
Request For Information - TV Advertising.