National Assessment Agency.
The National Assessment Agency plays a vital role in the development, delivery and reform of the education and training framework for England. We have been working with them since 2004 on numerous campaigns in order to help them recruit more examiners throughout schools all over England.
We can now give the system full marks.
68% increase in applications from 19,720 to 29,000 with 90% campaign visibility.
Audience.
We can all remember the nerve-racking experience of waiting for our exam marks. Imagine the results don’t arrive when you expect them. How would you feel? This could be a reality if 68,000 examiners aren’t recruited every year to hold and mark exams on time. But where do examiners come from?
Challenge.
Teachers sign up to be examiners. It doesn’t pay much and nobody thanks you so any shortages can jeopardise the whole process. Our brief was to recruit and retain more teachers and our research gave us the insights we needed – that teachers have strong emotional bonds with pupils.
Insight.
They want them to succeed and it’s why they become teachers in the first place. Our proposition (‘Behind every paper, there’s a student’) shows pupils in workplaces and links the role of the examiner directly to the students' success. After all, great exam results should lead to successful members of society.
Result.
The campaign embraced above and below the line media, school communications and recruitment materials, PR and a dedicated recruitment website. All of which dramatically boosted applications and researched as a highly trusted campaign among teachers.