"RT @Scholastic: April is National Stress Awareness Month, and Junior Scholastic has tips for kids on how to relieve stress: https://t.co/qb…"
yesterday
"RT @tes: 'The worst insult anyone could ever say about my teaching would be “he’s too busy trying to be the kids’ mate”' https://t.co/2XWJx…"
yesterday
"Teach #primary pupils about the effects of the sun with @GarnierUK 's #WrapSplatHat programme. Limited packs left:… https://t.co/3rf3ANw5zc"
yesterday
"Help your pupils get to grips with STEM subjects with @GWRHelp's #RunTheRailway game for ages 9-11:… https://t.co/IM1coIYgAX"
4 days ago
"#WrapSplatHat is back for #Summer2017! Register today to get your free pupil sun safety passports:… https://t.co/z1RVu412af"
4 days ago
"Just some really cute cats to brighten your Friday :) https://t.co/2wMEFuJ4oo"
4 days ago
"RT @GuardianTeach: Five proven hacks to help students tackle revision https://t.co/ZtXUmk41uD"
5 days ago
"RT @AlfiesArmy2017: @ChildreninWales Are you aged 17-21 and fancy the challenge of a lifetime? Pls RT Apply now - https://t.co/sOOBPdnw01…"
6 days ago
"RT @NatWest_Help: How should schools teach money? Junior Consultant Mog finds out as he holds a boardroom discussion with other young peopl…"
7 days ago
"Sign-up to get your free #WrapSplatHat #sun safety pupil passports for primary pupils here: https://t.co/cjmXvk8WAe https://t.co/9Uy86SdoTc"
7 days ago
"Looking for a fun curriculum linked activity for KS2? Take a look at @GWRHelp's #RunTheRailway STEM resources:… https://t.co/tyAre7SYj4"
8 days ago
"Teach primary pupils how to have fun in the sun safely with @GarnierUK's free #WrapSplatHat programme… https://t.co/YIh0ShKx53"
11 days ago
"Bring learning to life with @GWRHelp's #RunTheRailway STEM based game for ages 9-11. Find out more & register:… https://t.co/YVuXzP3BP5"
13 days ago
"Show your 5-11 year olds how to have #fun in the sun safely with #WrapSplatHat. Register for free pupil passports:… https://t.co/CKm2rAqVjz"
14 days ago
"Has your school had to ask parents for money? https://t.co/dgYAyvBUu1"
15 days ago
"#WrapSplatHat is back! Register today for your free pupil sun awareness passports, before they all go!… https://t.co/K47VZtjcAF"
16 days ago
"Our Bonne Maman #fromseedtotable strawberries are coming along nicely! https://t.co/kxjVzDDJJw"
18 days ago
"RT @stcolmansps: #schoolsgrowtomatoes P2 have challenged Mr O'Neill to see who can grow the best tomato 🍅 fruit! #GameOn! #beattheteacher #…"
18 days ago
"RT @stcolmansps: P2 are really enjoying learning about how tomatoes grow and what can be made from tomatoes 🍅 #schoolsgrowtomatoes @NSP_tea…"
18 days ago
"We love seeing our resources in action! https://t.co/92upQZvdsu"
18 days ago
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Article-3-SRM-version-2

Engaging with schools – the right tools for the job

Posted on Friday, April 19th, 2013

When the planning is done, the project has been signed off and the work begins, the first step is to pull together a list of the right institutions and teachers to target for the new programme.

At National Schools Partnership we have a core schools database of all 33,000+ education institutions in the UK, ranging from nursery, infant and junior schools to secondary schools, further education colleges and higher education institutions. Recent changes in the education landscape have meant that this database can never stand still; it’s constantly developing as more academies and free schools open on a monthly basis.  And it’s one that you need to keep alert to; only last weekend 13 new studio schools were launched across the country, each one with a particular vocational specialism.

This database allows us to target educational institutions very specifically according to the bespoke brief for your campaign, selecting target schools by many different criteria – size, gender, location, funding type, achievement and deprivation, to name just a few. Recently we have mapped to cinema locations, supermarket postcodes and areas of affluence.

In addition to this we can overlay your own targeting requirements, whether it’s certain postcodes you want to reach, specific areas you would like to target or the profile of the family you want to engage with.

The layer above this is our own personal database of over 52,000 teachers who have opted to receive information on National Schools Partnership programmes and activities. We can profile these teachers by activity history, their role within an institution or subject interest areas.

The result is that we are able to select the right teachers and right institutions for your programme.

So once we have identified the right target audience, the scope of work moves on to deciding which methods to use to reach them. We utilise many different communication tools to reach teachers and educationalists, ranging from the more traditional (e-comms, direct mail, paid-for advertising and direct telephone targeting) to the more innovative (micro blogging, content sharing, communities, networking sites and collaborative communities).  Different methods are pulled together to create a bespoke Activation Plan for each project.

When it comes to the effectiveness of each of the tools we use, we report via National Schools Partnership analytics on e-comms open rates, click-throughs and click-throughs to registration. As a result of running over 200 campaigns we understand the best time to send an email, which subject line will work, whether an e-comms template will reach a teacher’s inbox and how to write benefit-led copy that will engage those in the education world. Our judgment is used to decide when a direct mail piece is going to work, how to maximise its results and when it’s appropriate to call the teacher directly.

I hope this has given you an insight into effective school engagement. In future editions of The Channel we will be covering social media best practice in the ever changing education world, the use of relationship and awareness channels to increase traction with your programme, and how to successfully utilise owned, earned and paid-for channels. If you have a particular question you would like answered in relation to the above please email us on moreinfo@nationalschoolspartnership.com

By Louise Weisbloom, Head of Engagement, National Schools Partnership

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