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Young Lions CZ 2020 | Media 15 - 3rd place

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Young Lions Czech Republic 2020 | Media
www.younglions.cz

Young Lions competitions and training programme develop ambition and ability to create excellent communications solutions. We provide an opportunity to develop personal and creative excellence.

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Young Lions CZ 2020 | Media 15 - 3rd place

  1. 1. BACKGROUND Reach people in target groups who have not joined the program yet for a variety of reasons. Kindergarten teachers are overwhelmed with choices of how kids can spend the time. However, many of them are uninformed about the Se Sokolem do života program, or have any documents about it that would interest them. CHALLENGE
  2. 2. TARGET AUDIENCE The majority of teachers & mayors are women. If a parent comes to the teacher and tries to recommend changes in the curriculum, the teacher listens to them politely, but will not change the way she teaches. Parents of children 2 – 6 y. o. are the secondary target group, as well as public.
  3. 3. INSIGHT Teachers & heads of kindergartens give & get first- hand advice from colleagues in the field, like to try new things before applying them to education, and if they believe in something, they like to share extremely in their community.
  4. 4. IDEA Co se v mládí naučíš…SDÍLEJ! Creating touchpoints to motivate teachers & heads of kindergartens that are already participating in the program to share their experiences with others. Just as pupils get a book and stickers, teachers receive these items too, but virtually.
  5. 5. APPROACH Co se v mládí naučíš…SDÍLEJ! ALREADY ENROLLED TEACHERS SIMPLE REWARD SYTEM Use their recommendations and contacts of other colleagues Implement on already existing website Collect same virtual stickers after successful enrolling of 3 teachers EASY TO SHARE REWARDS THAT MATTER Cover what teachers miss and need
  6. 6. MEDIA CHANNELS Continue to address new kindergarten s & already enrolled teachers with the reward system Create the registration tab with the reward system DIRECT MAILING POMOCNICE SOKOLÍKA PEPÍKA From the base of teachers we select 20 female representativ es which will attend kindergartens to drive trial OWN WEBSITE SOCIAL MEDIA Use our own social media (with promo posts) and partner social media accounts EARNED MEDIA MEDIA PARTNERS Gain additional media space (articles on MŠMT website etc.) Broadcast interview with one of our representati ves on TV (Sama doma etc.)
  7. 7. BUDGET SPLIT & KPI +5-7k new teachers +60-84k new children New platform which generates conversions DIRECT MAILING POMOCNICE SOKOLÍKA PEPÍKA 160 kindergartens visits in total +6k new children OWN WEBSITE SOCIAL MEDIA 2 promo posts on FB + IG in total per month 2-3 post on partner accounts in total EARNED MEDIA MEDIA PARTNERS Minimum 2 expected PR articles per campaign 1-2 interviews on ČT4 or ČT1 Rewards to the program
  8. 8. BACKGROUND Reach people in target groups who have not joined the program yet for a variety of reasons. Kindergarten teachers are overwhelmed with choices of how kids can spend the time. However, many of them are uninformed about the Se Sokolem do života program, or have any documents about it that would interest them. CHALLENGE TARGET AUDIENCE The majority of teachers & mayors are women. If a parent comes to the teacher and tries to recommend changes in the curriculum, the teacher listens to them politely, but will not change the way she teaches. Parents of children 2 – 6 y. o. are the secondary target group, as well as public. IDEA Co se v mládí naučíš…SDÍLEJ! Creating touchpoints to motivate teachers & heads of kindergartens that are already participating in the program to share their experiences with others. Just as pupils get a book and stickers, teachers receive these items too, but virtually.

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