Runnymede College Digital Strategy - 2017

transcript

November 2016Borja Goizueta

WORKSHOPDIGITAL STRATEGY

Our Team

Marta OlmosCarmen PrietoGonzalo AlonsoSofia NicholsonGonzalo OtamendiLander LázaroJaime GinerPavan DaryananiJuan DávilaLeire Marazuela

Carlota MendivilDiego ValleCristina Álvarez-ValdésSofía HurtadoCelia BarcoBeatriz VicarioEugenia BeldarráinInés GonzalezInés SalterRocío BotellaMariola Tejero

Digital Strategists

Index 1. Strategy BasicsKey Points

3. Digital Strategy for Runnymede’s 50th AnniversaryAudience 1 - StudentsAudience 2 - ParentsAudience 3 – School StaffAudience 4 – Old Runnymedians

1. Strategy Basics Digital Strategy Basics

Our ChallengeBrand PersonalityGoalsTarget ChannelsTouchpointsContentsEvaluation - KPIs

Strategy Basics | Our Challenge

We have agreed that our digital challenge is to enhance, online, theparticipation of the Runnymede community in the celebrations of theschool’s 50th Anniversary.

We defined participation as “any interaction with the school related to it’s50th Anniversary” (from taking part in an event to sharing a post inFacebook, or any other form of engagement).

Strategy Basics | Brand Personality

A brand personality is a set of human characteristics associated with abrand, that explain how the brand behaves.

We addressed the following questions concerning RC’s brand personality:

ü If Runnymede College was a person, how would she/he be?

ü What does the Runnymede Community feel & think about RC?

ü What do other people feel & think about RC?

Strategy Basics | Brand Personality

ü “Runnymede”ü School Crestü Red, Yellow, Blue

ü Politeü Kindü Wittyü Charming

ü Friendlyü Educatedü Trustworthyü Welcoming

ü Competitiveü Curiousü Youngü Smart

ü Creativeü Sportyü Intelligentü Cultured

ü Proactiveü Hard-workingü Open-mindedü Collaborative

Strategy Basics | Goals

We decided to study how RC’s community would make its journey towardsparticipation in our Anniversary with the help of a marketing model. Thenwe chose our Goals for 2017:

Runnymede community not in touchwith the school in any way.

Runnymede Community in touch withthe school.

Runnymede Community interested inour 50th Anniversary

Runnymede Community willing toparticipate in RC’s 50th AnniversaryRunnymede Community participatingin RC’s 50th Anniversary

GOAL I AWARENESS: 90% of Runnymedians in touch with the school (through any channel).

GOAL II ENGAGEMENT: 60% of Runnymedians interacting with the school (through any channel).

Strategy Basics | Target

We agreed to divide our audience, the Runnymede community, into 4groups, and work with them separately:

1. Students Parents

2. Students

3. Staff (teachers & employees)

4. Old Runnymedians

Strategy Basics | Channels

We agreed that we should communicate with the Runnymede Communitythrough these channels:

Gadgets

LaptopSmartphone

Tablet

Indirect (Social Networks)

FacebookTwitter

LinkedinInstagram

Direct

School websiteEmailPhone

Strategy Basics | Touchpoints

We decided to study our audience touchpoints in 4 situations:

1. At school / work.

2. At home during the week.

3. During weekends.

4. While running errands or moving from one place to another.

Strategy Basics | Contents

We agreed to structure our contents in 4 groups:

1. School information (i.e. academic results, sport teams).

2. Anniversary topics (i.e. activities).

3. Runnymedians.

4. Others.

Strategy Basics | Evaluation

We agreed to structure our KPIs (Key Performance Indicators) in 2 groups,concerning the goals we previously set:

ü Awareness

ü Engagement

2. RC’s Digital Strategy

Runnymede’s 50th Anniversary Digital Strategy

StudentsParentsSchool StaffOld Runnymedians

Students | Main Goal

Concerning students, they are in touch permanently with the school, so weonly need to focus in our engagement goal.

Goal II | ENGAGEMENT

60% of Runnymedians interacting with the school (through any channel).

Students | Target Description

Demographicsü Age Range: 3 – 18.ü Gender: male & female.ü Country: various (predominant: Spain).ü Where does he/she live?: La Moraleja, El Encinar, Pozuelo, Aravaca,

Madrid centre.

Backgroundü Job: none.ü Family: brothers and/or sisters (not always).ü Hobbies: various (sports, technology, music, social media).ü Digital wisdom: Yes! Digital natives.

Students | Channel Selection

The best ways to interact with students of Runnymede College are:

Gadgets

SmartphoneSchool Tablet

InstagramFacebook

Direct

Students | Channel Role

Each channel plays a different role in our strategy, and has it’s ownpersonality, derived from the school’s identity. In this case:

Personality

Friendly YoungSporty

CreativeCurious

OptimisticFunny

Instagram

Language

CasualStraightforward

Students | Touchpoint Selection

Students best touchpoints are:

Weekends

When: Saturday afternoons.Why: free time.

How: Smartphone - Instagram

Home (Monday to Friday)

When: after dinner.Why: free time.

How: Smartphone - Instagram

Students | Content Selection

Favourite Topics:

ü School: sports results, school life.ü Anniversary: student activities.ü Runnymedians: achievements.ü Others: Education, technology.

Students | KPIs

Interaction KPIs

CommentsLikes

Awareness and visibility KPI

Followers

Parents | Main Goal

Parents are in touch permanently with the school, so we only need to focusin our engagement goal.

We want them to participate in the Anniversary celebrations, but we alsoknow they don’t have much time.

Parents | Target Description

Demographicsü Age Range: 28+.ü Gender: male & female.ü Country: various (mostly Spain, but also UK, USA and others).ü Where does he/she live?: La Moraleja, El Encinar, Pozuelo, Aravaca,

Madrid centre.

Backgroundü Job: various (Finance, Law, Engineers, etc.).ü Family: mostly married, with 1-2 children.ü Hobbies: various (sports, arts, travelling).ü Digital wisdom: Yes, but not much.

Parents | Channel Selection

The best ways to interact with parents of Runnymede College are:

Gadgets

Laptop

Facebook

Direct

Parents | Channel Role

Each channel plays a different role in our strategy, and has it’s ownpersonality, derived from the school’s identity. In this case:

Personality

WelcomingOptimisticCultured

KindProactive

Facebook

Language

PolitePositiveFriendly

Parents | Touchpoint Selection

Parents best touchpoints are:

Weekends

How: Smartphone –Facebook.

When: at night (while watching news on TV).

Why: free time.How: Smartphone - Facebook

At Work

When: Beginning of the day.Why: Mail reading time.How: Laptop – E-mail.

Parents | Content Selection

Favourite Topics:

ü School: academic results, school news.ü Anniversary: school official activities.ü Runnymedians: “social” and business news, achievements.ü Others: Education.

Parents | KPIs

Interaction KPIs

School Staff | Main Goal

Teachers, of course, are also in touch permanently with the school, so weonly need to focus in our engagement goal.

They play a very important part in the Anniversary celebrations, but theyalso have full schedules, so it’s important to keep them motivated.

School Staff | Target Description

Demographicsü Age Range: 23 - 70.ü Gender: male & female.ü Country: mostly English speaking: UK, USA and Ireland.ü Where does he/she live?: Madrid centre.

Backgroundü Job: teaching (also school administrative jobs).ü Family: various types (singles, married, etc.).ü Hobbies: various (sports, chess, art, taking pictures, charity).ü Digital wisdom: Yes, but it depends on their age.

School Staff | Channel Selection

The best ways to interact with teachers of Runnymede College are:

Gadgets

LaptopSchool Tablet

TwitterFacebook

Direct

School Staff | Channel Role

Each channel plays a different role in our strategy, and has it’s ownpersonality, derived from the school’s identity. In this case

Personality

CuriousCultured

Open-mindedWitty

EducatedCompetitive

Twitter

Language

PolitePositive

School Staff | Touchpoint Selection

School staff best touchpoints are:

At Work

When: Mornings (before registration).

Why: to review possible tasks.How: Tablet – email.

When: at night (after correcting homework).

Why: to keep updated about school.

How: Smartphone – Facebook.

School Staff | Content Selection

Favourite Topics:

ü School: academic results, school life.ü Anniversary: all activities.ü Runnymedians: “social” news, achievements.ü Others: Education.

School Staff | KPIs

Interaction KPIs

Retweets

Followers

Old Runnymedians | Main Goal

The old runnymedians are our most difficult audience. First of all, we knowthat many are not in touch with the school, so we must establish thatcontact and register their contact details.

Secondly, our Anniversary should make them proud and so we feel it’spossible to enhance their participation in some of our celebrations.

Therefore, engagement is also a goal.

Goal I | AWARENESS90% of Runnymedians in touch with the school (through any channel).

Goal II | ENGAGEMENT60% of Runnymedians interacting with the school (through any channel).

Old Runnymedians | Target Description

Demographicsü Age Range: 18 - 68.ü Gender: male & female.ü Country: mostly Spain and English speaking countries.ü Where does he/she live?: all around the world, mostly Madrid but also

London, New York...

Backgroundü Job: various.ü Family: various types (singles, married, etc.).ü Hobbies: various.ü Digital wisdom: Only the youngest ones.

Old Runnymedians | Channel Selection

The best ways to interact with old runnymedians are:

Gadgets

Laptop

LinkedinTwitter

Direct

Old Runnymedians | Channel Role

Each channel plays a different role in our strategy, and has it’s ownpersonality, derived from the school’s identity. In this case

Personality

WelcomingCulturedProactive

Hard-workingEducated

Trustworthy

Language

PolitePositive

Old Runnymedians | Touchpoint Selection

Old runnymedians best touchpoints:

Weekends

How: Smartphone – Twitter.

When: after work.Why: free time.

How: Smartphone – Twitter.

At Work

When: After lunch.Why: Break time.

How: Laptop – Linkedin & email.

Old Runnymedians | Content Selection

Favourite Topics:

ü School: school news (only if very relevant).ü Anniversary: “official” activities.ü Runnymedians: “social” and business news, achievements.ü Others: / .

Old runnymedians | KPIs

Interaction KPIs

Comments

Followers

Thank you!