Developing a marketing strategy for Greenheart Learning
Discover how we’re creating a compelling new marketing strategy for Greenheart Learning.
Challenge
To create a compelling proposition for Greenheart Learning to market their PGCE courses, backed by Teach First, to prospective students.
Although Greenheart Learing had a website, the key challenge was that there had been no previous marketing, so we were starting from scratch.
This presented a golden opportunity to lay foundations for future success by creating a strategy and supporting tactics.
Solution
We carried out desk research using the 4Cs (Company, Category, Consumer and Culture) which included reviewing alternatives, looking at stats and identifying the strengths, weaknesses, opportunities and threats to Greenheart Learning.
The problem we identified was the teaching landscape has changed over recent years, with fewer people now applying to teacher training courses than before the covid pandemic.
The opportunity was to play to Greenheart Learning’s strengths by positioning the brand’s unique features and benefits. The unique aspect of the Teach First course, where graduates are immersed in a school as part of the teaching team, allowed student to gain a deeper understanding of teaching compared to a traditional university routes.
We wanted to educate prospective students by marketing for educational institutions like Greenheart Learning, providing advice to help them overcome barriers for coming forward. For example, providing advice on finance, job prospects and opportunities, strategies for managing stress and help for those wanting to change careers and get into teaching.
The idea was that these resources would increase brand trust and give people the tools they need to make an informed decision.
Impact
The marketing strategy has been approved and we are currently producing a social media content plan to enhance Greenheart Learning’s social media presence through relevant and engaging social posts across platforms.