Some things just stand out

Examiner recruitment campaign

Behind every paper there’s a student.

The National Assessment Agency (part of the Qualification and Curriculum Authority) needed to recruit markers and examiners for national curriculum tests, GCSE and A level examinations as each year there had been a shortage of examiners.

Perceptions of the role were that it was stressful and badly paid, but MORI research found that 90% of examiners enjoyed it and would recommend it to colleagues.

We developed an integrated marketing campaign under the strapline ‘behind every paper there’s a student’, which included a website and printed promotional materials, media campaign planning and a PR campaign targeting national stakeholders. Head teachers were key influencers when it came to allowing teachers time off to train. Independent research for NAA showed that after the campaign, 90% of head teachers remembered it.

Since the campaign was launched in November 2004, the number of examiner, moderator and marker applications received has increased by 190% and over 94,000 visitors have visited the website. There were no examiner shortages in the major subjects this year and for the first time ever there was a surplus of applicants to mark national tests. You can view the campaign at www.examinerrecruitment.org.

This campaign won an Award in the 2005 Communicators in Business Communications Excellence Strategy Awards Judges praised the campaign’s use of research to frame its strategy, the look and feel of the materials and its use of subtle messages to attract recruits – ‘salesmanship without the hard sell’.