Teachers TV

Teachers TV is broadcast and available online to educational professionals – from teaching assistants to head teachers. Every subject on the national curriculum is covered as well as all the key issues in education such as bullying, inclusion, assessment. The online channel is interactive and allows teachers to download programmes for CPD and class use. Teachers TV needed to increase online programme viewings amongst their 83,000 warm supporters. The key message was that no matter what type of teacher you are, there is appropriate content to address your teaching style, skill-set and career aspirations.

The strategy

We created an online game of Teacher Trumps, asking players about their teaching methods. After some ‘extremely complex social and psychological profiling’, a personalized trump card was generated. Along with this we tailored recommendations on which areas of Teacher’s TV content would be most useful to that player. The cards could then be downloaded or forwarded on to friends via email. In order to maximize click through and engagement we performed subject line testing with a small sub-set of the database.

What's good about it?

16,741 visited the Teacher Trumps viral quiz. 9,050 people completed the game and 7% even played again. Over a third downloaded their trump card, which featured on their Flickr and Twitter pages – where there was also discussion about the quiz. 10.7% clicked on the video pages and half went on to watch more than five minutes. Overall, the viral had high appeal to the target audience, underlined by the initial email’s 20% open rate and the remarkable 54%CTR.