Teacher Training Agency: Less is more

Unusually the aim of this campaign was to reduce the response rate from a previous campaign. The Teacher Training Agency needed to reduce the volume of expensive to handle calls to the Teaching Information Line and increase the use of the web for responses. Reduction in call volume had to be accompanied by an increase in the quality of those calls. The new strategy needed a fresh approach and the results were surprising, call volumes decreased by 41%, web visits rose by 216% while the quality of enquiries went up by 37%