1. www.hoyconcursoescolar.es HOY Escolar

3. Table of Contents 3. 4. Marketing Actions Project evaluation 1. Project Description and goals 2. Project partners

4. HOY.es, digital edition newspaper HOY 1,248,567 unique users per month 80,000 unique users daily (Source: Nielsen Market Intelligence)

5. 1. Project Description and Goals The school competition is a marketing, Internet and press action based on the creation of a digital newspaper. (Development of a specific application allowing the publication of contents through a manager and data bases). The main objective is to promote reading and journalism amongst children and young people on all supports. This initiative highlights the ability of communication media to spur on the promotion of the usual reader and it intends to be a meeting point between school pupils, teachers, parents and institutions through the world of communication and new technologies. It is aimed at all State Schools and public-private partnership schools students with an age bracket of between 12 and 15 (In Extremadura, a total of over 400 schools, 1,500 groups enrolled and 10,000 participants have taken part since 2004) The works are assessed by a jury comprising the editors. The best groups are awarded prizes established in different categories. The competition ends with the handing over of prizes at the newspaper's premises.

6. 1. Project Description and Goals Dynamic The school competition involves the creation of a digital newspaper using the digital edition of our media as a model. The journalistic work of the groups will be assessed. To this end they will have to act like real reporters: looking for news, digging out information, holding interviews, accompanying texts with photos, videos etc. The competition is aimed at all students in Secondary Education, First Year of A-levels, First Year of Intermediate Level Training Programmes and Vocational Training Courses of all educational centres. The works will be carried out in teams with a maximum of six members and a minimum of five. The same centre can enter as many teams as it wishes from each class. The enrolment of a teacher as the guardian is compulsory. They will update their own newspaper on-line with the latest news from their milieu, publishing their own contents about their school, district, municipality etc. Dates 1. Enrolment Period: One month. Online registration at the competition site. Dispatch of mailshot and poster to the list of schools in the province or community. Advertising in the press and on the Internet. 2. Participation period: One month. Personal access area by way of a user name and a password. 3. The jury's results and presentation of the prizes, 20 days after the end of the competition. The works are assessed by a jury comprising the editors. The best groups are awarded prizes established in different categories. The competition ends with the handing over of prizes at the newspaper's premises. The sponsors hand over prizes and a special is published online and in hard copy.

7. Homepage 1. Project Description and Goals Activity of the Groups most seen most commented most highly rated News The latest The most seen The most commented The most highly rated Google Maps Geolocation of all the Groups Access registration Access to the personal area of each group

8. 1. Project Description and Goals The groups must enrol at the website using this form during the month prior to the start of the competition. They will automatically receive a welcome message at their e-mail with the start and finish dates and the passwords to access their personal area. Registration Area

10. Further information about hoyEscolar VIDEO OF THE VISIT TO SPAIN WINNING LATIN AMERICA EDITION The two winning teams from Guatemala and Argentina http://bit.ly/iqzEsu 1. Project Description and Goals NEWS 8th edition of the school competition HOY 2011 website: http://bit.ly/lJ52Cl Paper: http://papeldigital.hoy.es/concurso-escolar-2011/ PRIZE-GIVING VIDEO The gala of the 8th edition of the HOY School Competition http://bit.ly/iPB9a4 VIDEO MADE BY ONE OF THE PARTICIPATING GROUPS This shows how the “Reporters” (“Los Informantes” ) spent the 8th Edition of the HOY School Competition http://bit.ly/iiTrSp Further information: Bases, dynamic, photos… at: www.hoyconcursoescolar.es

12. 2. Partners del proyecto PHOTOS OF THE PRIZE-GIVING, The gala in pictures The sponsors of the HOY School Competition have supported this project since its inception, sharing common values and objectives with this initiative.

13. 3. Marketing Actions Poster for the Schools, press advertising Advertising at HOY.es in different formats Merchandising with the image of the competition for participants

14. 4. Project Evaluation This initiative stresses the ability of communication media to spur on the promotion of the usual reader and it intends to be a meeting point between school pupils, teachers, parents and institutions through the world of communication and new technologies. The main objective is to promote reading and journalism between children and young people on all supports. Benefits for the Target public In an entertaining way the HOY School competition brings a series of values to students such as team work, searching for information, the capacity for comprehensive reading, the meaning of good writing and, generally speaking, the need to be informed through reading on any support: press, Internet, mobile etc.. Benefits for partners Identification of their brands with the competition values and with a young audience. This competition not only promotes reading amongst young people, it wants students to look at other realities and become familar at first hand with life which surrounds children of their age in underprivileged environments in Latin America by way of an agreement with the Telefónica Foundation.

15. 4. Project Evaluation Benefits regarding HOY INCOME: By the very nature and impact of the competition, it is an action aimed at obtaining major sponsors and institutions. AUDIENCE: We manage to reach an audience segment which scarcley knows us and does not usually visit us. (Young students aged between 12 and 16). This enables us to attract new users and generate cross traffic. COMMUNITY: It is a participation tool with elements of Web 2.0. They publish their news every day. It shows the latest news, the most seen and it allows comments, ratings and sending to aggregators. MARKETING: The competition has a strong viral marketing component (students, friends, teachers, parents, relations...). It provides a brand image, raises awareness in the field of influence and stands out from other media. DISSEMINATION: During the timeframe when the competition is active guardians receive a subscription to the newspaper.

17. thanks! Miguel Angel Jaraíz Managing Director HOY.es [email_address] @mjaraiz es.linkedin.com/in/miguelangeljaraiz