The document provides details on the digital strategy for Runnymede College's 50th anniversary celebrations. It outlines the goals of increasing awareness of the anniversary events and engagement in participation. The strategy involves segmenting the target audience into 4 groups - students, parents, school staff, and old Runnymedians. For each group, it identifies the best channels, touchpoints, content and key performance indicators to use to interact with and motivate each segment to participate in the anniversary celebrations.

1. November 2016
Borja Goizueta
WORKSHOP
DIGITAL STRATEGY

2. Our Team
Marta Olmos
Carmen Prieto
Gonzalo Alonso
Sofia Nicholson
Gonzalo Otamendi
Lander Lázaro
Jaime Giner
Pavan Daryanani
Juan Dávila
Leire Marazuela
Carlota Mendivil
Diego Valle
Cristina Álvarez-Valdés
Sofía Hurtado
Celia Barco
Beatriz Vicario
Eugenia Beldarráin
Inés Gonzalez
Inés Salter
Rocío Botella
Mariola Tejero
Digital Strategists

3. Index 1. Strategy Basics
Key Points
3. Digital Strategy for Runnymede’s 50th Anniversary
Audience 1 - Students
Audience 2 - Parents
Audience 3 – School Staff
Audience 4 – Old Runnymedians

4. 1. Strategy Basics Digital Strategy Basics
Our Challenge
Brand Personality
Goals
Target
Channels
Touchpoints
Contents
Evaluation - KPIs

5. Strategy Basics | Our Challenge
We have agreed that our digital challenge is to enhance, online, the
participation of the Runnymede community in the celebrations of the
school’s 50th Anniversary.
We defined participation as “any interaction with the school related to it’s
50th Anniversary” (from taking part in an event to sharing a post in
Facebook, or any other form of engagement).

6. Strategy Basics | Brand Personality
A brand personality is a set of human characteristics associated with a
brand, 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?

7. Strategy Basics | Brand Personality
ü “Runnymede”
ü School Crest
ü Red, Yellow, Blue
ü Polite
ü Kind
ü Witty
ü Charming
ü Friendly
ü Educated
ü Trustworthy
ü Welcoming
ü Competitive
ü Curious
ü Young
ü Smart
ü Creative
ü Sporty
ü Intelligent
ü Cultured
ü Proactive
ü Hard-working
ü Open-minded
ü Collaborative

8. Strategy Basics | Goals
We decided to study how RC’s community would make its journey towards
participation in our Anniversary with the help of a marketing model. Then
we chose our Goals for 2017:
Runnymede community not in touch
with the school in any way.
Runnymede Community in touch with
the school.
Runnymede Community interested in
our 50th Anniversary
Runnymede Community willing to
participate in RC’s 50th Anniversary
Runnymede Community participating
in 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).

9. Strategy Basics | Target
We agreed to divide our audience, the Runnymede community, into 4
groups, and work with them separately:
1. Students Parents
2. Students
3. Staff (teachers & employees)
4. Old Runnymedians

10. Strategy Basics | Channels
We agreed that we should communicate with the Runnymede Community
through these channels:
Gadgets
Laptop
Smartphone
Tablet
Indirect (Social Networks)
Facebook
Twitter
Linkedin
Instagram
Direct
School website
Email
Phone
Whatsapp

11. 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.

12. 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.

13. 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

14. 2. RC’s Digital
Strategy
Runnymede’s 50th Anniversary Digital
Strategy
Students
Parents
School Staff
Old Runnymedians

15. STUDENTS

16. Students | Main Goal
Concerning students, they are in touch permanently with the school, so we
only need to focus in our engagement goal.
Goal II | ENGAGEMENT
60% of Runnymedians interacting with the school (through any channel).

17. Students | Target Description
Demographics
ü 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.
Background
ü Job: none.
ü Family: brothers and/or sisters (not always).
ü Hobbies: various (sports, technology, music, social media).
ü Digital wisdom: Yes! Digital natives.

18. Students | Channel Selection
The best ways to interact with students of Runnymede College are:
Gadgets
Smartphone
School Tablet
Indirect (Social Networks)
Instagram
Facebook
Direct
Email

19. Students | Channel Role
Each channel plays a different role in our strategy, and has it’s own
personality, derived from the school’s identity. In this case:
Personality
Friendly
Young
Sporty
Creative
Curious
Optimistic
Funny
Instagram
Language
Casual
Straightforward

20. 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

21. 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
Comments
Likes
Awareness and visibility KPI
Followers

22. PARENTS

23. Parents | Main Goal
Parents are in touch permanently with the school, so we only need to focus
in our engagement goal.
We want them to participate in the Anniversary celebrations, but we also
know they don’t have much time.
Goal II | ENGAGEMENT
60% of Runnymedians interacting with the school (through any channel).

24. Parents | Target Description
Demographics
ü 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.
Background
ü 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.

25. Parents | Channel Selection
The best ways to interact with parents of Runnymede College are:
Gadgets
Laptop
Indirect (Social Networks)
Facebook
Direct
Email

26. Parents | Channel Role
Each channel plays a different role in our strategy, and has it’s own
personality, derived from the school’s identity. In this case:
Personality
Welcoming
Optimistic
Cultured
Kind
Proactive
Facebook
Language
Polite
Positive
Friendly

27. 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.

28. 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

29. SCHOOLSTAFF

30. School Staff | Main Goal
Teachers, of course, are also in touch permanently with the school, so we
only need to focus in our engagement goal.
They play a very important part in the Anniversary celebrations, but they
also have full schedules, so it’s important to keep them motivated.
Goal II | ENGAGEMENT
60% of Runnymedians interacting with the school (through any channel).

31. School Staff | Target Description
Demographics
ü 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.
Background
ü 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.

32. School Staff | Channel Selection
The best ways to interact with teachers of Runnymede College are:
Gadgets
Laptop
School Tablet
Indirect (Social Networks)
Twitter
Facebook
Direct
Email

33. School Staff | Channel Role
Each channel plays a different role in our strategy, and has it’s own
personality, derived from the school’s identity. In this case
Personality
Curious
Cultured
Open-minded
Witty
Educated
Competitive
Twitter
Language
Polite
Positive

34. 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.

35. 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

36. OLDRUNNYMEDIANS

37. Old Runnymedians | Main Goal
The old runnymedians are our most difficult audience. First of all, we know
that many are not in touch with the school, so we must establish that
contact and register their contact details.
Secondly, our Anniversary should make them proud and so we feel it’s
possible to enhance their participation in some of our celebrations.
Therefore, engagement is also a goal.
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).

38. Old Runnymedians | Target Description
Demographics
ü 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...
Background
ü Job: various.
ü Family: various types (singles, married, etc.).
ü Hobbies: various.
ü Digital wisdom: Only the youngest ones.

39. Old Runnymedians | Channel Selection
The best ways to interact with old runnymedians are:
Gadgets
Laptop
Indirect (Social Networks)
Linkedin
Twitter
Direct
Email

40. Old Runnymedians | Channel Role
Each channel plays a different role in our strategy, and has it’s own
personality, derived from the school’s identity. In this case
Personality
Welcoming
Cultured
Proactive
Hard-working
Educated
Trustworthy
Linkedin
Language
Polite
Positive

41. 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.

42. 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

43. Thank you!