Schools digital plan 2013

Digital Marketing Plan for Connecting Classrooms China2013

January 2013

Vision

Educators, teachers and students in China form the habit of participating Connecting Classrooms programmes online.

Educators, teachers and students in China form the habit of participating Connecting Classrooms programmes online.

Roadmap

Presence

Participation

Customer Relations

Open Resource

Recruitment

Promotion

Connecting Classrooms

Audience

Roadmap

Presence

Participation

Customer Relations

Open Resource

Recruitment

Promotion

Connecting Classrooms

AudiencePresence

Promotion

Recruitment

Open Resource

Customer Relations

Participation

2011

2012

2014

2013

2013

2012

Context

- We are embedding digital in all we do.

- We aim to achieve rapid growth of digital customers.

- We adopt a “digital by default” approach to T3 audience.

- We are embedding digital in all we do.

- We aim to achieve rapid growth of digital customers.

- We adopt a “digital by default” approach to T3 audience.

British Council

- We have achieved presence and promotion online with all our products, recruitment with some.

- Content building + professional support in marketing and technology are major disadvantages our digital work is facing.

- We have achieved presence and promotion online with all our products, recruitment with some.

- Content building + professional support in marketing and technology are major disadvantages our digital work is facing.

Connecting Classrooms China

Purpose

Digital work be value of Connecting Classrooms China in 3 ways:

• Multi-portal delivery platforms

• Social marketing

• Customer behaviour analysis tools

Digital work be value of Connecting Classrooms China in 3 ways:

• Multi-portal delivery platforms

• Social marketing

• Customer behaviour analysis tools

Platforms

Social Marketing

Customer Behaviour

Strategy

Digital strategy for Connecting Classrooms China in the year of 2013 focuses on:

1. Make online platforms resourceful and user-friendly

2. Use social marketing to reach target audience

3. Establish basic understanding on behaviour of our target audiences

Digital strategy for Connecting Classrooms China in the year of 2013 focuses on:

1. Make online platforms resourceful and user-friendly

2. Use social marketing to reach target audience

3. Establish basic understanding on behaviour of our target audiences

Planning

- Market Insights

- Segmentation

- Positioning & Messages

- Digital Marketing

- Evaluation

- Market Insights

- Segmentation

- Positioning & Messages

- Digital Marketing

- Evaluation

Table of Contents

Market InsightsMarket Size: Number of Netizens

298338

384420

457 485 513 53722.60%

25.50%

28.90%

0.31834.30%

0.36238.30%

0.399

0

100

200

300

400

500

600

2008.12 2009.6 2009.12 2010.6 2010.12 2011.6 2011.12 2012.6

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Netizen Growth rate

Source: Statistics Report of Internet Development in China 2012, reported by CNNICSource: Statistics Report of Internet Development in China 2012, reported by CNNIC

Unit: Million

537 Million

Market InsightsMarket Size: Netizens by Age

Source: Internet Development Report in China 2012, reported by CNNICSource: Internet Development Report in China 2012, reported by CNNIC

26.70%

29.80%

25.70%

11.40%

4.10%

25.40%

30.20%

25.50%

12.00%

4.30%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

10-19 20-29 30-39 40-49 50-59

2011.12 2012.6

= 136 Million

Market Insights

- Major channels of communication?

- Favourite channels of digital communication?

- Time spend online per day?

- Major channels of communication?


- Time spend online per day?

Behaviour: Questions remain


- Favourite online activities? Time spend on each activity?


- Favourite online activities? Time spend on each activity?

Teachers*

Students

* Includes education officials, headteachers & teachers* Includes education officials, headteachers & teachers

Action 1

Market Researchon customerbehaviour

Segmentation

Enriched education in his district; recognition from higher officials

Better learning experience in/out-of class; peer learning and sharing

Improved leadership in his school; recognition from his district

Improved teaching in his class; peer learning and sharing

Headteachers

Teachers

Students

EducationOfficials

Needs

Policy Dialogue Partnership Teaching Improvement School Leadership Accreditation

Coordinators

Positioning & Messages

We bring to you trends and resources on education best practice. Through us,

you connect to teachers around China and the world to share your ideas and

methods in teaching of global citizenship.

We bring to you trends and resources on education best practice. Through us,

you connect to teachers around China and the world to share your ideas and

methods in teaching of global citizenship.

Positioning of our digital work:

We open you a window to look at education best practice around the world and provide you

opportunities to connect with them.

We develop your future skills by connecting you to peers around China and the

world and by supporting your teachers.

We develop your future skills by connecting you to peers around China and the

world and by supporting your teachers.

Teachers*

Students


Positioning & Messages

We exchange more and better teaching of global citizenship and

improved pedagogy in curriculum areas.

We exchange more and better teaching of global citizenship and

improved pedagogy in curriculum areas.

Key Messages:

We exchange UK and China expertise to nurture future global citizens.

Through culture relations, we develop young people’s skills,

understanding and outlook for work in a global economy and contribute

responsibly to society, locally and globally.

Through culture relations, we develop young people’s skills,

understanding and outlook for work in a global economy and contribute

responsibly to society, locally and globally.

Teachers*

Students


Digital Marketing

- Finding- Matching- Sharing

- Matching- Sharing- Feedback

- Announcing- Resources


- Finding- Matching- Sharing

- Matching- Sharing- Feedback



Products and Places

Partnership

Schools Online

SNS (Weibo…)

Website

CRM

- Surfing- Learning- Sharing

- Learning- Sharing- Feedback



- Surfing- Learning- Sharing

- Learning- Sharing- Feedback



Teaching/Leadership

- Applying- Evaluating- Sharing- Feedback



- Applying- Evaluating- Sharing- Feedback



Accreditation

Teachers’ Community

ProfessionalLearning Site

- Broadcast- Questions- Sharing



- Broadcast- Questions- Sharing



Policy Dialogue

Social NetworkFor Professionals and Students

Portal of Announcements & ResourcesFor Professionals

Information (newsletter, etc)For Professionals

Digital MarketingPromotion: THINGS TO DO

Schools Online

SNS (Weibo…)

Website

CRM

Encourage online register and learning on PD site1. Localise (translate) course2. Promote both online and offline3. Try to make it component for PD certified courses

Promote projects, interact with audience, collect impacts 1. Build PD and GC contents specific for SNS platforms2. Embed 1 teacher/student award on multiple SNS platforms3. Daily operation + occasional campaigns

Promote projects1. Make all resources available on website2. Regular updates on resources and projects

Promote projects to targeted groups1. Announcements, newsletter etc to be sent through CRM 2. Accept applications and reports through e-mail

Promotions1. Weibo/Wechat/website/CRM2. Co-op w/ 2 popular teachers’ forums3. Each office do 1 info session4. QQ group (WeChat group?) for Q&A

Target: Teachers/Officers1. Coordinators of CCC programmes2. Language Assistants (CLA/ELA)3. Teachers with English proficiency


Schools Online

Action 2

Adapt SO toChinese teachers’

needs

Q4Q1

Q2Q3

Translate Global Citizenship – by end Mar

Start to promote course on/offline - May

Trail for PD certificate component – Jul/Aug

Get ready for launch of the course – by end Apr

Review outcomes, translate other courses – Nov/Dec

Time allocated:1. Coordination: 8d * 1 staff2. Quality assurance: 3d * 2 staff3. Translation: 6d * 2 translators4. Consultation: 4h * 5 consultants5. Online promotion: 15d * 1 staff6. Offline promotion: 2d * 4 staff7. Embed to PD: 4d * 2 staff

SNS (Weibo…)

Platforms1. Weibo/Tecent microblog: daily tips2. WeChat: monthly activities

Target: Teachers/Students1. Those who participated in CCC2. Those who are interested in CCC3. Those who potentially interested


Action 3

Make SNSinteraction-

focused

Q4Q1

Q2Q3

Collect and sort all education packs – by end Mar

Work out digital plan for Award - May

Implement digital plan for Award – Aug onwards

Write SNS-oriented messages (tips), publish – Apr onwards

Review outcomes – Mar 2014

Time allocated:1. Coordination: 5d * 1 staff2. Write Weibo: 40d * 1 staff3. Publish and interaction: 20d * 1 staff4. Award on SNS: appx. 10d * 4 staff,

2d * 1 digital consultant, 2d * 2 content consultants

Target: Teachers/Officers1. Those who participated in CCC2. Those who are interested in CCC3. Those who potentially interested


Website/CRM

Action 4

Website asresource bank;

CRM as arm

Q4Q1

Q2Q3

Tips and games on Newsletter – May onwards

Standardised online application? – Jul

Education packs on website – Apr onwards

Review outcomes – Nov/Dec

Time allocated:1. Coordination: 8d * 1 staff2. Arranging resources: 8d * 2 staff3. Website update: 20d * 1 staff4. Newsletter: 15d * 1 staff

Evaluation

Loyalty(- Feedback,-recommend,

- re-participate)

Interest(Registrations)

Action(Participations)

Awareness (Reach)

A

D

People aware of CCC via digital media

People show interests by following CCC updates

People attend the offline and online virtual events

People attend the offline and online virtual events, provide feedbacks, and recommend others to participate

B

C

7. # of referral on SNS8. # of feedbacks on SO, SNS, website, e-mail9. # of repeat event participation

4. # of people participate in CCC offline and online events

2. # of people follow CCC SNS to become CCC fans3. # of download of CCC resources pack

1. # of people reached by SO, SNS, website and CRM

Evaluation

Schools Online

SNS (Weibo…)

Website

CRM

Encourage online register and learning on PD site1. Register rate and increase rate2. Completion rate3. Feedback and quotes from participants (thru questionnaire)

Promote projects, interact with audience, collect impacts 1. Numbers and increase rates on digital dashboard2. Numbers of “inquires solved” via SNS3. Number and tendency (+/-) of “comment to CCC” on SNS4. Impact information collected through SNS

Promote projects1. Numbers and increase rates on digital dashboard2. Feedback from participants (thru questionnaire)

Promote projects to targeted groups1. Open rate and click-through rate2. New subscriptions3. Contribution (story ideas) and participation (games)4. Feedback and quotes from subscribers (thru questionnaire)

Schools digital plan 2013

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