What was the objective?
The aim of the campaign was to raise awareness within the primary education sector of the new Premier League Primary Stars programme and to generate teacher registrations.
What we did
- Incentive offer: throughout the academic year we encouraged teachers to sign up by offering a free Class Values Pack to all newly registered teachers, the pack contains stickers and certificates that use the Premier League values to reward good behaviour in the classroom. For a short period of time we also offered a book box with 15 free books for schools.
- Recruitment email campaign: recruitment emails were sent out to the target audience of primary schools at key milestones of the programme, such as the launch of new resources an in support of the Premier League Writing Stars poetry competition.
- Nurture email campaign: newsletter emails were sent out to all registrants to announce new giveaways and resources and campaigns.
- Educator Outreach: EdComs ran an extensive campaign activation to all target specialist education media and online channels including educator influencers.
- World Book Day offer: EdComs used the hook of the popular World Book Day to promote the launch of the updated Premier League Reading Stars offer. The offer included a free book box for schools that signed up to Reading Stars and was sent out via a recruitment email and newsletter to registered users.
How was it successful?
- Premier League Primary Stars has reached 67% of primary schools in England and Wales with 27,600 teachers registering from 14,200 schools. In 12 months we achieved over 21.5 million opportunities to see through coverage in Tes, Schools Week, Teach Primary, as well as over 200 schools using the #PLPrimaryStars across social media channels.