Campaign strategy
The marketing activities relating to Lehramt.International’s individual scholarships for internships at schools abroad are embedded in the ‘studieren weltweit – ERLEBE ES!’ campaign. A separate domain there enables applications to be submitted for both scholarship lines; it is also where student teachers and teacher training universities can obtain information and advice regarding the options for a stay abroad during studies.
Conveying authentic experiences
All elements of the campaign are based on the concept that nobody conveys personal experiences and the benefits gained from stays abroad more convincingly and authentically than students themselves. Selected student teachers (correspondents) are therefore trained beforehand in how to act as micro-influencers during their stay abroad, share articles about their local experiences and be available to other student teachers and teaching graduates via social media channels. Over the years, these mainly tended to be Facebook, Twitter (X), Instagram and TikTok. The content subsequently varied according to demand and, rather than longer text articles, it increasingly involved moving images including shorter stories, clips or short films.
Further development of marketing materials
These contributions were used to constantly improve the marketing materials for universities, raise the profile of the scholarships and provide targeted information to prospective teachers about the opportunities and the benefits gained from a stay abroad. These materials assist the universities when advising student teachers and teaching graduates about a stay abroad, and in how to encourage and stimulate them to take this step.
Since the start of the Lehramt.International Programme in 2019 until 2024, an ever wider range of tools – freely available without charge – were designed for the universities from which they could select based on their needs. As well as print materials (teacher training brochures, pamphlets, flyers, posters), the universities also have access to personalised roll-up banner display stands (with the university logo, URL, QR code), online offers, graphics with text proposals and short videos in various social media and web formats. These are intended to assist them provide information and promote stays abroad.
The demand for information and advisory services
The high demand for marketing materials specific to the teaching profession highlights the desire for information and advice among student teachers and teaching graduates. In the period from programme start in 2019 to August 2024, for example, this involved around 120,000 visits to the homepage specifically developed for teacher training (www.studieren-weltweit.de/Lehramt) and some 34,000 teacher training brochures, 21,000 magazines relating to teacher education, 36,000 flyers, 2,900 posters and 90 roll-up banner display stands being ordered by German universities that provide teacher training and have student teachers.
There have also been reports submitted by 32 teacher training correspondents on their respective stays abroad.
There are even 23 correspondents who have returned from their stays abroad and are acting as ambassadors that are available to arrange exhibitions and events at universities and schools to provide advice on funding opportunities and speak about their own experiences.
They have done this nationally at 53 different university events relating to teacher education since the start of the programme. Some of them are now teaching in schools.
Lehramt.International: quotes by beneficiaries regarding school internships abroad.
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