National Institute of Teaching (NIoT)

How PLMR Genesis helped NIoT raise awareness and attract applicants to its new Initial Teacher Training


National Institute of Teaching (NIoT)


Services provided

The Situation

The National Institute of Teaching (NIoT) is a first-of-its-kind organisation, set up by the UK Government, with the objective to boost teacher quality. A truly school-led organisation, the NIoT training programmes are designed and delivered by teachers and grounded in research.

National Institute of Teaching reached out to PLMR and PLMR Genesis, in the second month of its conception, to raise awareness and attract applicants to its new Initial Teaching Training (ITT) and National Professional Qualifications (NPQs). The organisation needed to generate quality leads ahead of the approaching deadline for this years’ cohort. As a newly formed organisation, NIoT needed to showcase its credentials and gain trust in its training offering from prospective learners, in an extremely competitive market without previous testimonials or social proof.

What we did

PLMR Genesis implemented an omni-channel campaign via Google Search, Twitter, and LinkedIn advertising. The campaign strategy involved a push/pull method; pulling those in-market whose online behaviour and search queries demonstrated an active interest in ITT, NPQs, and further teaching training and pushing out advertising to relevant audiences, such as mid-level teachers and recent HE graduates. PLMR developed eye-catching creative assets and messaging showcasing NIoT’s unique offering of school-led and research-based training.

The Result

PLMR and PLMR Genesis went above and beyond expectations, delivering over 2.3 million impressions and over 36k clicks direct to the NIoT application pages in only two weeks. The campaign was so successful in terms of generating quality leads for both the NPQ and ITT courses, that the activity was ended earlier than planned, showcasing an exceptional ROI.

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