Recruitment and retention: Teacher Training Agency

Clarifying routes into a teaching career

The brief

Different people become teachers for different reasons and at different stages of their lives. As a result, the routes and choices available are complex and difficult to understand.

Our challenge was to layer the information in a way that would be relevant to potential candidates, ranging from 'A'-level students to middle-aged professionals seeking a career change. The solution had to work as a direct mail piece as well as fulfilling queries generated by the TTA's above-the-line work and national helpline.

The solution

We produced a flexible communications kit to provide an overview of the profession, a booklet with fold-out charts and diagrams to make it easy for candidates to compare the routes into teaching and a concertina-folded 'rewards' booklet that describes at a glance the financial rewards and opportunities available to teachers.

Case studies are used throughout to help set in context the range of benefits, training and career options available. Importantly, many of the people shown are not in classrooms. The emphasis is on them as individuals - to reinforce the choice and scope available.