Enrichment programme campaign strategy
Work | Strategy | Digital Marketing
The Inspiration Programme
The Inspiration Programme aims to make young people better equipped for working life, have a greater understanding of their role in society, and enhance their future potential.
The Programme fills gaps in existing provisions within schools and colleges by creating real opportunities for young people. A crucial aspect of the Programme is that it engages them in real experiences with 50% of the 30 sessions outside of the classroom with a range of valued partners. The programme supports young people to have greater belief in their own abilities by becoming more skilled problem-solvers, better team-workers and stronger communicators. As a result young people will be more self-motivated and better prepared to transition from education into employment, benefiting both themselves and their potential employers.
Oxfinder help The Inspiration Programme exploit gaps in the delivery of enrichment activities by schools.
Oxfinder were commissioned to define a strategy which will help Action4Youth create awareness of its enrichment programme - The Inspiration Programme.
Learning extends well beyond the classroom. School education should offer all young people an extensive range of enrichment activities which will support them to be successful in life.
Greater emphasis is needed within schools to address post-school employability of young people and make them better equipped for working life. While schools are required to provide enrichment activities there is little consistency as to what these will be, what outcomes will be achieved or which member of staff will lead on this. A comprehensive enrichment programme for the benefit of young people of all abilities is certainly on the radar for most schools, but gaps in delivery will be prevalent in all of them. These gaps are growing problems for schools which will require addressing. Oxfinder identified the magnitude of the gap to be exploited, and campaign messages directed at Teacher and School Governor audience groups created to demonstrate a simple solution to a complex problem.
The strategy itself was written to create awareness with influencers and decision makers at schools, and then awareness to generate demand with parents and young people. The strategy covered an initial phased approach targeting teachers and school governors, and then introducing additional streams of activity in further phases targeting parents and young people. The strategy covered:
- growth and momentum
- target audience and segmentation
- target area
- situational analysis
- positioning
- content strategy
- tactics within phases
- measurement, analysis and adjustment
Creating awareness of the The Inspiration Programme to teachers
With support and endorsement of the strategy by Action4Youth trustees, Oxfinder implemented phase 1 targeting teachers and school governors. Activity included Direct Mail, Email Marketing, LinkedIn advertising and PR.
Measurement of each activity is crucial when looking to identify strong performance, particularly for a charity with limited budget. Phase 1 of the strategy was completed over an 8 week period with the primary objective of generating enquiries from schools looking to integrate The Inspiration Programme into their enrichment delivery from September 2020.
See one of the segmented landing pages here
Phase 1 results far exceeded all initial expectations with schools highly receptive of the messages and the need to help young people. At the time of publishing this case study, phase 1 was complete and phase 2 being rolled out. In her own words, read how well the strategy is working from Jenifer Cameron, CEO Action4Youth further down the page.
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Strategy
Defining a digital marketing strategy to create awareness with influencers and decision makers at schools; and generate demand with parents and young people.
Campaign Creative
Write and create all campaign creative
Lead Generation Funnels
Build automated workflows for all lead generation funnels.
Direct Mail
Customised direct mail to pique a recipient’s interest with literature they will want to read and will not want to immediately throw away.
Email Marketing
Set up and implementation of email marketing to target the teacher audience group with the most direct and effective channel to deliver personalised messages and calls to action.
Linkedin Advertising
Set up and implementation of message, video and text ads targeting audience segmentations.
