Marketing_2021 Schools Media

Tender description

The British Council Schools UK Marketing team is planning its annual marketing campaign for 2021 targeting teachers in all UK schools, supported by market research and insight into teachers. Instead of running individual campaigns for different Schools programmes, the British Council will consolidate its marketing budget to deliver an integrated annual campaign promoting the whole schools offer, with integrated campaigns across the year for individual programmes to help ensure each programme meets its relevant recruitment targets. The aim is to reach 300,000 school teachers in the United Kingdom between March 2021 and February 2022 within the British Council's target groups of Keen to Learn (KTL) (approx. 160k), Internationalists (80k), Language Lovers (80k), with messaging appropriately tailored by audience. 50% of communications should be served to and successfully reach the Keen to Learn target group, with the remainder split equally between Internationalists (25%) and Language Lovers (25%). Ideally the Supplier will be able to cross reference the British Council audience segments with its own teacher profiles to deliver relevant content to appropriate audiences at a suitable time. As part of the annual campaign, it is hoped the supplier can reach or engage with 25% of its registered teacher users in the United Kingdom, within the appropriate target audience groups of Keen to Learn, Internationalists and Language Lovers, or 300,000 readers, whichever figure is higher.