Attendance Campaign Case Study: Measuring Impact for Endeavour Learning Trust

When You’re Here: Secondary Attendance Campaign for Endeavour Learning Trust

For our attendance campaign with Endeavour Learning Trust, we focused on releasing content in four distinct phases, with each approach building on the previous one’s performance.

The narrative concept behind each piece of content moves away from the more aggressive and statistic-based narratives we are used to seeing in attendance materials. Instead, we decided to base the campaign around the different issues that may prevent learners from making the most of their education, presented with an understanding, warm, yet self-assured tone throughout.

Our approach fully showcases the opportunities, extracurriculars, and wellbeing and pastoral care provision offered by the Trust, tied together by a memorable and emotive strapline: ‘When you’re here.’

Pupils can only access the support they need for their future, whether it’s higher education, training opportunities or employment, if they keep up good attendance and make the most of the provisions available to them in school.

This is only possible ‘when they’re here’.

By making the idea of attendance a doorway to all future opportunities, the campaign engages parents and carers who have not yet made the connection between attendance and future outcomes, including employability.

The Launch

The social media launch campaign was posted on each secondary’s X and Facebook accounts, introducing the campaign’s concept with a clear and consistent tone.

Visually playful and applicable to each school’s branding, the social media launch campaign received higher engagement compared to the accounts’ regular output.

To accompany the launch, we created an informative booklet on attendance to distribute to parents and carers within the Trust, showcasing the concept behind the campaign and illustrating the personal development, career and wellbeing provisions available in school.

This initial phase also saw us creating a range of digital and physical materials to fully incorporate the campaign’s concept into the Trust’s ethos, including an engaging animation for Endeavour Learning Trust’s website and branded posters.

The Follow-Up

Consistency is key to solid social media performance, while variety in visuals ensures that audiences do not get bored or disengaged with the content they see.

For the second and third phases of the attendance campaign, we created more informative animations and eye-catching GIFs for all schools to use flexibly throughout the half term.

The new selection of socials boosted the overall Trust’s focus on attendance and punctuality on socials, encouraging all schools to post weekly reminders in addition to the campaign posts. We also provided a branded assembly presentation to further support the Trust in reinforcing the attendance campaign messaging in their community.

Thanks for your support in helping to achieve better outcomes. Great impact!

Gareth Caunce, Director of Primary Education, Endeavour Learning Trust

The Celebration

Thanks to our combined efforts, including Endeavour Learning Trust’s implementation of its new attendance strategy, attendance through the Trust has substantially improved, boasting an average of +0.6% across all secondary schools compared to the previous academic year.

During the same period, aligning with the core phase of the attendance campaign, persistent absence also fell by an average of 1.96%. 

Burscough Academy saw the biggest improvement in attendance (+2.62%) with persistent absence falling by 11.18%.

To celebrate the success of the campaign and the improved attendance across secondary schools in the Trust, the EE Media Team developed a celebration film highlighting the core messaging behind the campaign, featuring refreshing insights from Trust leadership.

Next Steps

Want to learn more about how our team can help you boost the reach of your current attendance strategy, or support you in creating an attendance campaign that represents your vision?

Get in touch today!