The document outlines a digital marketing strategy for the Lifetime Learner Achievement Awards in 2016. The strategy includes: 1) Analyzing successes and areas for improvement from 2015; 2) Designing a content calendar targeting identified areas of improvement and building on past successes; and 3) Providing content examples that generate engagement across multiple platforms. Key aspects of the strategy involve focusing on learner stories, holding a Facebook competition to generate user-generated content, and promoting a consistent "Do What You Love" brand across websites, emails, and social media.

1. Lifetime Learner
Achievement Awards 2016
Digital Marketing Executive interview : Joanna Duncan
Sample content and campaign

2. What I’m going to do..
1. Look at 2015 to determine successes and identify specific areas for
improvement for 2016
2. Based upon this evidence, design a content calendar that targets our areas
for improvement, whilst building on the successes of 2015
3. Show you some examples of content that generate the most engagement,
and are usable across platforms for better ROI

3. 1. Recap on 2015
 2015 Lifetime Learner Achievement Awards celebrated on Facebook using
photos of winners (69 likes, 5 shares)
 Twitter – announced, but no photos
 Instagram – no presence of the Awards
 Website – no updates as of 2.12.15

4. Twitter

5. Facebook

6. Instagram

7. Youtube

8. My strategy
 Focus on stories of winners / journey / emotional aspect
 Celebrate success through pictures / video
 Use images across platforms, combine with real-life accounts
 Cross-media strategy using fresh content
 Real opportunity for:
 Increasing social media footprint
 Enhancing participant engagement
 Promoting our brand identity
 Personalisation of what we do (Ofsted)
 Engagement with high profile Politicians / Celebrities

9. 2. Content Calendar
Timeline Website Email Facebook Twitter Instagram LinkedIn
August Set up blog, launch
participant diary
Use MailChimp to
send promotional
material
Approach
influencers for
launch promotion
Link to blog
UGC from
competition to
participate in vlogs
/ diaries
Promote event with
hashtag
@mention key
followers
Promote images
Themed campaign
linking to blog,
facebook images
and twitter hashtags
to boost footprint
Paid campaign –
employers
nominations
Share 2016 policy
details
September Share video diaries,
successes from 2015
and promote event
Link mailout to
social media to
enlarge footprint -
competition
Share content from
2015 event, UGC
diaries and link to
website
Paid promotion
Share video links to
youtube,
@mentions and
hashtags
Paid campaign
(competition)
Promote
competition using
2015 images,
relevant tags
Share links to blog
on website,
promote event using
Eventbrite
October Landing page to
promote event, use
video advert
Promote event,
competition winners
and nominations
Share winners,
promote event
further using UGC
Share winners,
promote event using
hashtags and
@mention ministers
Share winners, use
video clips and
relevant tags
Promote event using
links to blog
November Share winner
photos, edited video
and promote
2015/16 journey
Share images and
edited video – focus
on journeys / stories
of winners
Share images and
edited video – focus
on journeys / stories
of winners
Live tweet event
with hashtag,
involve relevant MPs
and Ministers
Share images
throughout month
Promote Govt.
policy for funding
for 2016 onwards

10. 3. Examples of Content
 Web, Social and Email content examples
 AIM: To enhance engagement, footprint and awareness of brand in run-up to
November 2016

11. Website
 Landing page to change monthly from August – focus on learners
 Alternating from promoting the event, to video content, to the blog
 New blog to be created to tie in with Facebook competition
 Guest bloggers to generate UGC, which will be main focus of social media
campaign and will create exciting, personalised content to be shared at the
event itself.
 Nov-Dec to celebrate success, with a focus on employer engagement.

13. Email
 Monthly email blast to Learners via Mailchimp
 Simple, clear messaging focusing on single
slogan (ties in with website and social media)
 Clickable links to drive traffic
 Invitation to participate by sharing stories,
videos and images of their time as an
apprentice
 Link to social media paid competition during
Sept-Oct 2016

14. Facebook
 Facebook driver of main competition during Sept-Oct
2016
 Users to submit images, videos and stories online to
win a chance of tickets for a weekend in London
(champagne tea at the Ritz)
 Winner to attend the Lifetime Learner Achievement
Awards
 All submitted entries can be used as UGC across all
social channels to promote event right up to mid
November

15. Facebook

16. Twitter

17. Instagram

18. Summary
 Campaign will focus on stories of learners, using a Facebook
competition as a draw for UGC that can be used for content
across all platforms
 Branding of ‘Do What You Love’ across all platforms, to promote
engagement and attendance of events
 Website, Facebook, Twitter and other platforms to all be
updated regularly to reflect the growing momentum of the
campaign
 Paid promotion of the competition on Facebook and Twitter to
raise awareness amongst target groups, and existing followers