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Play Providers Conference Education Partnerships Mark Fawcett National Schools Partnership
Play Providers Conference
Education PartnershipsMark Fawcett
National Schools Partnership
A specialist agency focussed on reaching and engaging families, children and schools through education and
entertainment to achieve marketing and social objectives
National Schools Partnership
Our recent clients include:
Educational Relevance
This session
School Stakeholders
Approaching Education
Steps to Success
Your Questions
Why Education?
Engaging children CSR
impact
Strengthen your property
Staff engagement &
motivation
Family audience
Local marketing
Education strategy
Social impact
Educational Relevance
This session
School Stakeholders
Approaching Education
Steps to Success
Your Questions
School Stakeholders - Schools
UK England Wales Scotland NI
Nursery 3,273 445 28 2,702 98
Primary 21,768 17,205 1,509 2,169 885
Secondary 4,209 3,383 222 378 226
Independent 2,527 2,239 66 115 17
Special Schools
1,378 1,065 44 226 43
PRU 506 455 51
Total 33,661
School Stakeholders - Pupils
UK England Wales Scotland NI
Nursery 157,600 37,400 1,800 106,100 12,400
Primary 4,892,000 4,087,800 261,600 375,900 166,600
Secondary 3,953,400 3,289,000 206,900 309,600 147,900
FE 1,046,600 928,2000 43,600 47,000 27,8000
School Stakeholders
9.7m pupils
Governors
DH
DCSF
OFSTED
0.5m teachers
YST
Admin staff
LAs
ParentsSubject bodies
Educational Relevance
This session
School Stakeholders
Approaching Education
Steps to Success
Your Questions
Where to start
?
Schools focussed on:
A.Learning objectives
B.Education agendas
C.Self marketing
Understand the context
A. Learning objectives
• Curriculum
• SATs
• GCSE and post-16
• Diplomas
• Schools’ performance scores
Understand the context
B. Education Agendas
• Healthy Schools
• Sustainability
• Every Child Matters (ECM)
• Extended Schools
• ... and many more
Understand the context
C. Self marketing
• OFSTED
• Parents & pupils
• Local Authorities
• Media
Understand the context
Educational Relevance
This session
School Stakeholders
Approaching Education
Steps to Success
Your Questions
Clear Objectives
Educational Relevance
Effective Partnerships
Creativity in Context
Integration
School Relationship Management
6 Steps to Success
Step 1 – Clear Objectives
? Brand: family reach; engaging children
? Rights Value: stronger & more attractive to sponsors
? Charity: fundraising; teaching the message
? HR: staff engagement; recruitment
? Sales: school groups; group visits; local authorities
? CSR: community & education strategy
Step 2 – Educational Relevance
Gain the Insight
Be ‘up-to-date’
Understand the priorities
Agree the ‘Links’
Curriculum
Education Agendas
Create Content
Relevant Experts
Test in school / college
Step 3 – Effective Partnerships
Case Study - Renault
Sponsorship Brief Makes for Happier Families
Insight Parents seeing their children reading a book
Execution Tales from the Glovebox
Targeting Year 1 – Audience-profiled schools near dealerships
Year 2 – ‘Ride and Drive’ events
Renault
Outcomes 52% parents said it made Renault stand out
71% would recommend to other families
76% of kids wanted to read more books
Step 4 – Creativity in Context
SOURCE
Existing Creative Strategy
OR
Specific Creative for Schools or Colleges
SITUATION
Creative inside Schools & Colleges engages differently from Creative outside
Case study - Dettol
Case study - Dettol
Case study - Dettol
88% of girls said they understood more about the subject
84% of parents said it helped them to engage with their children
Case Study – Lil-lets
Step 5 – Integration
Case Study - Garnier Ambre Solaire
Situation
UK rate of skin cancer
Ambre Solaire market share
Garnier Ambre Solaire – Sun Awareness Week
Mainstream marketing impact
led by Education Sponsorship activity
Garnier Ambre Solaire – Wrap, Splat, Hat
20082007 2009
Outcomes 1.2 million families seeing ‘Passports to the Sun’
75% of kids ‘more likely to use sun cream when sunny’
82% of parents checked the ‘Passports’ at home with kids
94% of parents though it was a good thing for the school
43% more likely to buy the product range
International – launched in Ireland
Why it is working Support Healthy Schools agenda
Environment – home, play & school
Integrated – cross channel
Partner – British Skin Foundation
Opportunities Own the space – Wrap, Splat, Hat = Stop, Look, Listen
CSR reporting – social impact
Community engagement – local to offices
Garnier Ambre Solaire – Wrap, Splat, Hat
Step 6 – School Relationship Management
A. Profile Demographic; geographic; cultural, wealth;
performance; type
B. Recruit Communications planning; registration & data
C. Activate Teachers as gatekeepers & customers; building supporters & advocates
Case Study – Cotswold Outdoor
Situation
15 stores
Core male customer base – aged 20-35
Objectives
Build brand awareness and footfall amongst family consumers
Case Study – Cotswold Outdoor
“Celebrating the Outdoors”
Targeting of schools local to stores.
School Activity Days with outdoor challenges.
Exclusive Store Weekends for families to visit.
Outcomes
120 schools taking part
100,000 families reached
Clear Objectives
Educational Relevance
Effective Partnerships
Creativity in Context
Integration
School Relationship Management
6 Steps to Success
Educational Relevance
This session
School Stakeholders
Approaching Education
Steps to Success
Your Questions
