Exam reform presented an opportunity for AQA. The changes gave school subject leaders a reason to re-examine which exam board’s offer was right for their department. It was the ideal time to remind teachers why they should choose AQA.
For AQA’s Maths team, it was also a challenge. Some teachers had picked up the idea that AQA’s Maths exams were the hardest out there. Before showing teachers the benefits of choosing AQA, the team first needed to rebut the myth.
The Take Another Look campaign encourages Maths teachers to do just that.
Playing to the audience’s interests, we used hard numbers to show how AQA had improved its Maths papers. For instance, AQA’s new Maths papers contained 22% fewer words than the old ones some teachers remembered, making the questions clearer and allowing students to concentrate on the maths, not the words.
The campaign’s bold graphic approach made sure it stood out from the usual slew of exam board marketing material.
We gave Maths teachers the information they needed to make their choice, at just the time they wanted it (so not during exam season!). The campaign included free topic tests, revision tools and wall planners, all distributed just when teachers would need them most.
Take Another Look boosted teachers’ engagement to a new level.
25% open rate, 97% click-through rate (retention emails)
20% open rate, 75% click-through rate (acquisition emails)
5,295 revision test downloads
8,919 website sessions, 3,133 new users
The campaign was also shortlisted for Marketing Campaign of the Year by the Chartered Institute of Marketing.