90% average open rate
Exceeded education industry standard of 25%
Case studies
Encouraging future educators through targeted campaigns
Summary
A government education department partnered with Reach to address the national shortage of public school teachers and increase awareness of teaching pathways.
Using UAC data and audience segmentation, Reach delivered a multi-phase campaign combining personalised email, newsletter, and display activity to engage school leavers and students.
The campaign achieved exceptional engagement, drove preference shifts toward education degrees and reinforced teaching as a valued and supported career choice.
The challenge
A government education department partnered with Reach to help address the ongoing shortage of public school teachers across Australia.
The objective was to:
- raise awareness of available teaching pathways and scholarships
- inspire school leavers and university students to see teaching as a rewarding, supported and stable career.
With applications for education degrees declining year-on-year, the challenge was to engage audiences already considering education – and motivate them to take action.
The approach
Reach developed a data-led, multi-phase campaign designed to re-ignite interest in teaching and drive preference shifts toward education degrees.
Audience segmentation
Using preference data and audience insights, three key groups were identified:
- Year 12 students who had preferenced teaching
- Aboriginal and Torres Strait Islander, and rural students eligible for scholarships
- current university students enrolled in related disciplines.
Each group received targeted content tailored to their motivations, with messaging that highlighted the long-term benefits and impact of a teaching career.
Multi-channel campaign delivery
Running from August 2023 to January 2024, the campaign featured:
- personalised EDMs, segmented by preference level and audience type
- newsletter placements across parent and student communications
- display advertising on key education and application pages to maintain visibility.
Performance was closely monitored, with A/B testing used to refine subject lines, creative and calls to action to ensure the strongest possible results.
The results
The campaign achieved outstanding performance across all channels:
460,000+ impressions
Broad awareness reach extending across parent and student digital channels
15.78% average CTR
Achieved high CTRs, outperforming industry averages
The impact
By combining data insights with tailored creative, Reach helped shine a spotlight on the teaching profession at a crucial time. The campaign not only boosted awareness but also drove measurable behaviour change among key cohorts.
With exceptional engagement rates and a clear shift in preferences toward teaching, the initiative demonstrated the power of precise targeting, relevant messaging and continuous optimisation.
The Reach strategy helped:
strengthen recognition of teaching as a valued profession
encourage preference changes at key decision points
build sustained interest among future educators.
The campaign successfully raised awareness of the government's initiative and inspired future educators to explore a career in teaching, showing how targeted communication can drive both awareness and action.
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The finer details
Reach is a data-based marketing solution unique to the Australian market. With unparalleled insight into learner audiences, we specialise in connecting them with your recruitment and marketing goals.
Products used in this case study:
EDMs powered by UAC audience data
UAC website display packages across targeted audience pages and newsletters.