Reaching the teachers who shape students' career pathways

Music teachers are reachable only in the narrow windows a school day allows, and an unknown provider gets one phone call to establish credibility. The campaign had to build trust instantly, drive awareness and attendance for Industri’s upcoming Open Day, and lay foundations for lasting relationships with schools.

A structured calling approach gave each music department up to three attempts, timed around school timetables, with successful connections followed by an immediate personalised email and unsuccessful attempts receiving a detailed introduction instead. The custom script earned attention fast: a concise, credible introduction, industry connections spanning Ed Sheeran, Harry Styles and Taylor Swift concerts, course differentiators with direct career pathways, a personal Open Day invitation, and contact details verified for the relationship ahead.

Optimisation ran throughout: calling times refined against school schedules, scripts adapted to common questions, the team trained in education-sector language, and detailed call notes informing every follow-up.

The campaign reached 218 schools at a 64% connection rate, 166 successful calls, with 76% of teachers reached responding positively and showing interest in the Open Day. The conversations also captured educator feedback that sharpened Industri’s understanding of the secondary sector, groundwork for relationships that outlast one campaign.