Market Research – School Direct

45%

27% 22%

6%

0%10%20%30%40%50%

In work Career changer UG student Unemployed orFull timeparent

Circumstances when applied (49 Secondary School Direct

applicants - 2015) 41%

37%

12% 10%

0%

10%

20%

30%

40%

50%

20-25 25-35 35-45 45-55

Age range (49 Secondary School Direct applicants - 2015)

50%

21% 14% 14%

0%

20%

40%

60%

Career changer UG student In work Unemployed orFull time parent

Circumstances when applied (38 Primary School Direct applicants -

2015 )

50%

36%

14%

0% 0%

10%

20%

30%

40%

50%

60%

25-35 20-25 35-45 45-55

Age range (38 Primary School Direct applicants - 2015 )

17% 17%

13% 13% 11% 11%

9%

7%

2%

Being able to trainlocally to where I

live

Reputation ofWarwick and CPE

OFSTED ratingand reputation of

the school

Had teaching/ lifeexperience - was

ready forclassroom

Earn as you learn- salaried route

High chance that Iwould be

employed by theschool at the end

Funding: bursariesand scholarships

available

Training in aschool I work in/

know well

Other

Reason for applying (49 Secondary School Direct applicants - 2015)

21%

19%

16% 16% 15%

9%

3% 1%

0%

Reputation ofWarwick and CPE

Funding: bursariesand scholarships

available

Being able to trainlocally to where I

live

OFSTED rating andreputation of the

school

High chance that Iwould be

employed by theschool at the end

Had teaching/ lifeexperience - was

ready forclassroom

Earn as you learn -salaried route

Training in a schoolI work in/ know

well

Other

Reason for applying (38 Primary School Direct applicants - 2015)

53%

17%

7% 7% 7% 3% 3% 3%

Assisting in a school(paid)

Volunteer work withyoung people

Volunteeringoverseas

Summer camps None of the above UG module involvingteaching

Working in a schoolthrough your

university society

Other

Activities undertaken prior to applying to CPE (49 Secondary School Direct applicants - 2015)

39% 32%

21%

7% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Trigger to applying to CPE (Primary School Direct applicants - 2015 )

28%

23% 21%

9% 6% 6%

4% 2%

0%

5%

10%

15%

20%

25%

30%

Behaviourmanagement in class

Financial concerns Not enough/ needingmore varied

experience inclassroom

The amount of work Not knowing howmuch support/

mentoring I wouldreceive

Academic workinvolved

Being a maturestudent

Travel concerns

Main concerns before applying to CPE (38 Primary School Direct applicants - 2015 )

22%

18% 17%

15%

12% 10%

5%

2% 0%

0%

5%

10%

15%

20%

25%

Having directcontact with a SD

trainee - to askquestions

An event at theschool to talk to

other School Directtrainees/ mentors

Chance to meettrainees - observe

a lesson at theschool

Blogs of trainees Having access to asocial media group

to talk to othertrainees

Online interviews/case studies of

current trainees atthe school

An informationevening held at the

school

Other Printed materials -leaflet/ postcard

What could have helped ease pre-application concerns (38 Primary School Direct applicants - 2015 )

15%

11% 11% 10% 10% 10% 9%

9% 9% 8%

Reputation of theUniversity

NationalReputation of theTraining Provider

(e.g CPE)

Geographiclocation

Employabilityrankings of the

University

Links withemployers (e.g

schools)

Facilities andResources

Content of thecourse

Ofsted Status ofthe TrainingProvider (e.g

CPE)

Impression ofstaff

Studentsatisfaction

rankings(TrainingProvider)

Most important factor in applying to CPE (850 multiple responses - 2016)

71 67

32

22 14 14 11 11 9

4

Developingstudents -making a

difference

Inspiring others Being creative Continuedprofessionaldevelopmentopportunities

Good careerprogression

opportunities

Longer holidays,same holidays as

children etc

Bursaries/scholarships to

help train

Travelopportunities (in

internationalschools)

Competitivegraduate salary

Good statepensions

Benefits of becoming a teacher (71 respondents - 2016)

24%

17% 17% 16%

9% 8%

6% 4%

0%

5%

10%

15%

20%

25%

The amount of work Behaviourmanagement in class

Financial concerns Academic workinvolved

Not enough/ needingmore varied

experience inclassroom

Travel concerns Being a maturestudent

Not knowing howmuch support/

mentoring I wouldreceive

Main concerns before applying (49 Secondary School Direct applicants - 2015)

54 46

13

3

Reputation Location Course Interviewexperience

Reasons for choosing Warwick (82 respondents - 2016)

28%

17%

14% 13%

9% 8%

5% 4%

3%

Having directcontact with a SD

trainee - to askquestions

Chance to meettrainees - observe

a lesson at theschool

An event at theschool to talk to

other School Directtrainees/ mentors

Having access to asocial media group

to talk to othertrainees

Blogs of trainees Online interviews/case studies of

current trainees atthe school

An informationevening held at the

school

Printed materials -leaflet/ postcard

Other

What could have helped to ease pre-application concerns (49 Secondary School Direct applicants - 2015)

78

68 68 63

60 60 59 56

50

42

Reputation ofthe University

Content of theCourse

Quality of Staff EmployabilityRankings

Geographiclocation

Links withEmployers

StudentSatisfaction

Rankings

Reputation oftrainingprovider

Facilities andresources

Ofsted Statusof the Training

Provider

85 potential and existing trainees rated the following as quite important/ very important (2015)

16% 15% 15%

11%

8% 8% 8% 7%

4% 4% 4%

Digital:Centre for

ProfessionalEducationwebpages

Face to Face:Events -

where I couldtalk to a

course leader

Face to Face:Events -

where I couldtalk to

anothertrainee

Digital: Onlinecase studies/

talking heads/quotes from

existingtrainees

Digital: Blogsfrom current

students

Digital: SocialMedia

Digital: Onlinewebinars -

talk to courseleaders ortrainees

Digital: Onlineforums

(please state)

Printed:Leaflets

Printed:Freebies -mugs, USBsticks etc

Printed:Banners,posters

What marketing activity would have been of value to help make your decision? (438 multiple responses - 2016)

10%

10%

43%

37%

Quality of information and advice received - 30 respondents (2015)

Poor/needsimprovementOk

Good/Excellent

N/A

17%

10%

46%

27%

Speed of response from initial enquiry - 30 respondents (2015)

Poor/needsimprovementOk

Good/Excellent

N/A

14%

14%

43%

29%

Speed of application through to interview - 30 respondents (2015)

Poor/needsimprovementOk

Good/Excellent

N/A

7% 7%

53%

33%

Overall experience from first contact to interview - 30

respondents (2015) Poor/needsimprovementOk

Good/Excellent

N/A

0% 10%

60%

30%

Information gathered from website/attending events - 30

respondents (2015)

Poor/needsimprovement

Ok

Good/Excellent

7%

16%

50%

27%

Helpfulness of staff - 30 respondents (2015)

Poor/needsimprovementOk

Good/Excellent

N/A

557 545

379

311 261

233

176 137 124

68 54 37 31 20 18 10 7

Clicks by Campaigns (2014 - 15)

Clicks

31%

27% 24%

16%

2% 0% 0% 0% 0% 0% 0% 0% 0%

0%

5%

10%

15%

20%

25%

30%

35%

Trigger to applying to CPE (49 Secondary School Direct applicants - 2015)

0

10

20

30

40

50

60

70

Clicks from Job Listings posted across Universities (2015)

378

39 37 29 25 22 18 17 17 17 17 16 16 13 8 8 7 7 6 5 4 3 1 1

Clicks from Warwick University E-Shots - 2015

Clicks

29% 24%

12% 12% 12% 12%

Digital: UCAS Digital: CPE Web pages Face to Face: Word ofMouth

Digital: Direct email Digital: Social media Digital: Online Ads

Primary School Direct - Exposure to marketing activity before application (34 applicants - 2016)

21%

18%

14% 14%

11% 9%

5% 5%

2% 2%

Digital: CPEWeb pages

Digital: UCAS Digital: Socialmedia

Face to Face:Word of Mouth

Face to Face:Events

Digital: Directemail

Digital: OnlineAds

Print: Poster Other Print: Leaflet

Secondary Core - Exposure to marketing activity before application (57 applicants - 2016)

21% 18%

14% 14% 11% 9%

5% 5% 2% 2%

Digital: CPEWeb pages

Digital: UCAS Digital: Socialmedia

Face to Face:Word of Mouth

Face to Face:Events

Digital: Directemail

Digital: OnlineAds

Print: Poster Other Print: Leaflet

Secondary Core - Exposure to marketing activity before application (57 applicants - 2016)

11 11 11 11 11

10 10 10

9 9 9

7 7 7 7

6

5 5 5 5

3

2

1

Needed/ useful - yes please! (12 responses - 2016)

7

6

5 5

4 4 4

3 3 3

2 2 2 2 2 2 2

1 1 1 1 1

0 0 0 0 0 0 0

School Direct Campaigns Done By Schools - Successful (12 responses - 2016)