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November 2016 Borja Goizueta WORKSHOP DIGITAL STRATEGY
| Date post: | 11-Apr-2017 |
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Education |
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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
STUD
ENTS
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
Indirect (Social Networks)
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
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
PARE
NTS
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.
Goal II | ENGAGEMENT
60% of Runnymedians interacting with the school (through any channel).
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
Indirect (Social Networks)
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
Language
PolitePositiveFriendly
Parents | Touchpoint Selection
Parents best touchpoints are:
Weekends
When: Saturday afternoons.Why: free time.
How: Smartphone –Facebook.
Home (Monday to Friday)
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
Likes
Awareness and visibility KPI
Views
SCHO
OL S
TAFF
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.
Goal II | ENGAGEMENT
60% of Runnymedians interacting with the school (through any channel).
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
Indirect (Social Networks)
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
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.
Home (Monday to Friday)
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
Awareness and visibility KPI
Followers
OLD
RUNN
YMED
IANS
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
Indirect (Social Networks)
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
When: Saturday afternoons.Why: free time.
How: Smartphone – Twitter.
Home (Monday to Friday)
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
Awareness and visibility KPI
Followers
Thank you!
