We have recently had the pleasure of working with Poole Teaching School Alliance to overhaul their representation online to bring a greater sense of credibility and quality to their brand.
By researching and exploring the passion behind the existence for Poole TSA and gaining an insight into their audience, we were delighted to support them in defining a new marketing strategy to reach new and existing teacher and provide teacher training and improvement to more schools and new teachers across Dorset.
We were approached by Poole TSA in 2019 to support them in their marketing efforts. They were struggling to attract prospecting, new and existing teachers in joining their network and undergo further training and education improvement. Poole TSA’s passion for education was evident in our first meeting, but this passion was lacking both consistency and communication across their marketing materials.
We initially took a step back from looking at marketing opportunities and dove into understanding the types of audiences Poole TSA were trying to connect with. We conducted interviews with a range of different audience types and created user personas to truly paint a picture of what people wanted.
With this knowledge in hand we began reviewing the Customer Journeys and Experience of Poole TSA. There was no point of creating a marketing strategy if the foundations of the business had cracks for people to fall through. We established that they had brilliant retention of their customers but the initial awareness and consideration points were lacking.
After tweaking and suggesting changes to the Customer Experience, a major insight gave us the conclusion that the current Poole TSA website was unclear and had confusing user journeys. So before any marketing action could take place, it was important to redesign and develop a stronger website.
The data uncovered about the website indicate three things. The journeys were confusing, the content was not clear and the feel was not professional. We used these three results as our targets for a successful relaunch. We began reviewing and reworking the architecture and content of the website to clearly define user journeys for the three types of customers (prospecting teachers, teachers and head teachers). Each customer wanted a different journey to find information suited to them. By using modern UX techniques, data insights and wireframes we created an architecture that would lead the rest of the designs.
Our design style focused on the terms ‘clarity’ and ‘professional’. We used a mix of white space, subtle colouring and personal photography to provide the look and feel of the website. Combined with modern design practices the outcome is a flexible and adaptive design that leads each customer down specific and simple journeys inspiring them to engage with the website and contact Poole TSA to start their education improvement journey.
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