© 2014 Future Leaders Charitable Trust

#HeadsUp

Making the most of your budget by using

colleagues and contacts in content creation

What we do:

• We aim to raise the achievement of children, regardless

of background, and to provide them with equal choices

and opportunities in life.

Why we do it:

• Inequality in education results impacts lifechances across

a lifetime

How we do it:

• We find and train people who can become great school

leaders of challenging schools

What we do and why it matters

The objective:

To recruit the best senior leaders onto our main Future

Leaders programme.

The challenge:

• To reach people outside our existing network

• To reach primary applicants in particular

Campaign objective

• Evaluate past recruitment campaigns

• Analyse application statistics

• Ask the audience

• Plan wisely and well ahead

Research and planning

Using contacts and colleagues

• Research report about

headteacher recruitment

• Lots of interesting

content about leadership

• Challenge: sourcing new

data

Media coverage

• Solution: ‘Celebrities’ and old data

Working for media coverage

Winning media coverage

Low-cost other content

Outcomes

• 6,000+ visitors to our #HeadsUp web pages (film and

report) - 67% of these sessions were ‘new’.

• Over 10,000 people watched the whole film on Twitter,

Facebook, YouTube, and our website.

• 333 completed applications for Future Leaders, including

124 primary applicants: an increase from 82 in 2015.

Outcomes

• Over one third of all applicants have been from primary

people

• The ingenuity and unrelenting commitment of my team!

Most proud of…?

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

Conference

28 April 2016

London

#CharityContent

Charity content

marketing

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