Key Competence/Media
Case Study: The Life Channel Schools
The Life Channel Schools provide a TV delivered service to more than 1,000 schools in the UK, covering a range of subjects including age-appropriate health, wellbeing, and community subjects, whilst enhancing in-school communication, celebrating pupil achievement, and influencing student behaviour.
Objectives
Anecdotal evidence suggested the channel was liked by its key user groups: students, teachers, and parents. But to build revenue TLC needed evidence of its impact to persuade hard-nosed advertisers to pay for communication campaigns on the service.
Approach
ROI Team realised that the key to the project was the co-operation of school/college staff. Using their own team ROI swiftly recruited 20 education centres across the UK – primary, and secondary schools, and tertiary colleges – to participate in the research project, and set about building relationships with them. ROI Team also recruited a team of specialist interviewers for the task – with CRB clearance where requested by schools. Interviewers were coached to take account of the sensitivities of the three groups to be interviewed: students, staff, and parents.
ROI’s recruitment team worked closely with schools staff to pre-recruit most interviews, leaving interviewers to top these up by way of intercepts.
Findings
(Erstwhile) Director of TLC Schools, Paul Vitali, commented: “This first substantial research of our Schools service demonstrates our ability to create awareness of issues and change behaviour in schools and colleges, as we have already done in GP surgeries. We were very pleased by ROI Team’s approach to the research. Their careful planning and liaison ensured the co-operation of schools and colleges, and enabled them to meet challenging interview targets.”
