Royal School for the Deaf Derby

Royal School for the Deaf Derby (RSDD) is a non-maintained day and residential special school with a nationwide catchment area, catering to approximately 120 pupils aged 3-19 years, all of which have education and health care plans for hearing impairment.

The Challenge

RSDD required support in its search for a new Headteacher who would lead the school on its journey to have the best provision for deaf children and young people in the UK.

The school was keen to create a forward-thinking, fresh and modern recruitment campaign that would attract the highest calibre of candidates.

Our Approach

After a collaborative discovery and brainstorming session, the need for a separate destination for this campaign was evident. So, we set off creating a microsite as a bespoke platform for headteachers to submit their applications.

With an eagerness from RSDD to create an identity for this site away from the main website brand, Air Social’s creative team developed a new look and feel for the microsite that was bright and engaging but still portrayed the professionalism and seniority needed for the role.

This identity was rolled out to the landing page, digital adverts (both static and animated) and a six-page brochure as part of a comprehensive pack that would be sent to potential candidates.

LinkedIn provided a cost-effective way of finding talent for the school by reaching the right audience in a professional context. Our targeted approach meant that we could reach users with relevant job titles and list British sign language as a necessary skill in their Linkedin profile in the local area or those who had or currently were working for a similar school anywhere in the country.

Further to this, we supported RSDD with their creative in other areas such as the national press.

The Results

The campaign performed brilliantly and, most importantly, RSDD achieved their goal of recruiting a headteacher.

Air Social delivered a joined-up campaign that showcased a cohesive brand identity and messaging.

We succeeded in driving a healthy amount of traffic from a very niche audience, evidenced by the 1.45% click-through rate, which measured significantly above the platform benchmark of 0.4-0.6%.

RSDD have since continued to approach Air Social for further digital marketing needs.

What the client says

“Comments on the media used, content and design of the Air Social work are 100% positive and remarked upon by candidates as a refreshing change to recruitment campaigns in the education sector”


See more work

Let’s Talk

Contact Us