Lifetime learner achievement awards 2016
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Lifetime Learner Achievement Awards 2016 Digital Marketing Executive interview : Joanna Duncan Sample content and campaign
Transcript of Lifetime learner achievement awards 2016
Lifetime Learner Achievement Awards 2016
Digital Marketing Executive interview : Joanna DuncanSample content and campaign
What I’m going to do..
1. Look at 2015 to determine successes and identify specific areas for improvement for 2016
2. Based upon this evidence, design a content calendar that targets our areas for improvement, whilst building on the successes of 2015
3. Show you some examples of content that generate the most engagement, and are usable across platforms for better ROI
1. Recap on 2015
2015 Lifetime Learner Achievement Awards celebrated on Facebook using photos of winners (69 likes, 5 shares)
Twitter – announced, but no photos Instagram – no presence of the Awards Website – no updates as of 2.12.15
Youtube
My strategy Focus on stories of winners / journey / emotional aspect Celebrate success through pictures / video Use images across platforms, combine with real-life accounts Cross-media strategy using fresh content Real opportunity for:
Increasing social media footprint Enhancing participant engagement Promoting our brand identity Personalisation of what we do (Ofsted) Engagement with high profile Politicians / Celebrities
2. Content CalendarTimeline Website Email Facebook Twitter Instagram LinkedIn
August Set up blog, launch participant diary
Use MailChimp to send promotional materialApproach influencers for launch promotion
Link to blog UGC from competition to participate in vlogs / diaries
Promote event with hashtag@mention key followersPromote images
Themed campaign linking to blog, facebook images and twitter hashtags to boost footprint
Paid campaign – employers nominationsShare 2016 policy details
September Share video diaries, successes from 2015 and promote event
Link mailout to social media to enlarge footprint - competition
Share content from 2015 event, UGC diaries and link to websitePaid promotion
Share video links to youtube, @mentions and hashtagsPaid campaign (competition)
Promote competition using 2015 images, relevant tags
Share links to blog on website, promote event using Eventbrite
October Landing page to promote event, use video advert
Promote event, competition winners and nominations
Share winners, promote event further using UGC
Share winners, promote event using hashtags and @mention ministers
Share winners, use video clips and relevant tags
Promote event using links to blog
November Share winner photos, edited video and promote 2015/16 journey
Share images and edited video – focus on journeys / stories of winners
Share images and edited video – focus on journeys / stories of winners
Live tweet event with hashtag, involve relevant MPs and Ministers
Share images throughout month
Promote Govt. policy for funding for 2016 onwards
3. Examples of Content
Web, Social and Email content examples AIM: To enhance engagement, footprint and awareness of brand in
run-up to November 2016
Website
Landing page to change monthly from August – focus on learners Alternating from promoting the event, to video content, to the blog New blog to be created to tie in with Facebook competition Guest bloggers to generate UGC, which will be main focus of social
media campaign and will create exciting, personalised content to be shared at the event itself.
Nov-Dec to celebrate success, with a focus on employer engagement.
Monthly email blast to Learners via Mailchimp
Simple, clear messaging focusing on single slogan (ties in with website and social media)
Clickable links to drive traffic Invitation to participate by sharing stories,
videos and images of their time as an apprentice
Link to social media paid competition during Sept-Oct 2016
Facebook driver of main competition during Sept-Oct 2016
Users to submit images, videos and stories online to win a chance of tickets for a weekend in London (champagne tea at the Ritz)
Winner to attend the Lifetime Learner Achievement Awards
All submitted entries can be used as UGC across all social channels to promote event right up to mid November
Summary
Campaign will focus on stories of learners, using a Facebook competition as a draw for UGC that can be used for content across all platforms
Branding of ‘Do What You Love’ across all platforms, to promote engagement and attendance of events
Website, Facebook, Twitter and other platforms to all be updated regularly to reflect the growing momentum of the campaign
Paid promotion of the competition on Facebook and Twitter to raise awareness amongst target groups, and existing followers
