Every year teachers and schools across the country nominate their colleagues for Tes School awards (formerly known as the ‘Times Educational Supplement’). This year, Tes came to 4media group to help publicise the winners and their exceptional stories and achievements via an integrated campaign.
The awards are a celebration of the best teachers and schools in the country. They celebrate the quality of education in the UK and raise a toast to the teachers and teams that are constantly making a difference. Categories include Best Overall School, Best Primary School, Best Secondary School and so on – and many of these awards have criteria that go beyond recognition of academic excellence. Proof of innovation, imagination and efforts to develop children in ways that go beyond the league tables is necessary for candidates to be shortlisted.
By engaging in an integrated campaign consisting of Broadcast PR and News Generation, we could reach national and regional audiences, giving us the greatest amplification and reach the biggest audience. Due to the wide scope of locations of the winners, it was essential that we secure regional coverage across broadcast and press outlets in order to give those winners the praise and recognition within their individual communities.
National press and broadcast opportunities were utilised for the strongest, most compelling stories so it was therefore we had a range of case studies who could speak confidently about their story. One such example of this is the story of Ahbed Ahmed, winner of New Teacher of the Year. Ahmed was told he could never teach, due to his stammer, but is now teaching successfully and running a stammer support group for his students who also stammer. This compelling story helped us secure coverage on This Morning. Alongside the case studies, Head Judge of the Tes Awards, Ann Mroz, was also present in the interviews in order to talk about the awards more broadly and what the judges are looking for in successful nominees.
The integrated campaign secured a huge 53 items of coverage, including the following highlights: