Yahoo at schools email acquisition emerging markets youth marketing campaign

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the Yahoo at schools campaign to get young users start their email experience with Yahoo

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Yahoo at schools email acquisition emerging markets youth marketing campaign

  1. 1. Objective Yahoo at Schools _ Comprehensive Report <ul><ul><li>Promote Yahoo and its applications to Gen-Next , the 8 – 15 Age Group. This entails </li></ul></ul><ul><li>> A ‘Safe Internet’ workshop at Schools </li></ul><ul><li>> getting students of class 4,5 & 6 - the 8- 12 Age Group start their email experience with Yahoo or acquiring a Young Customer base </li></ul>
  2. 2. Action <ul><li>The Yahoo at Schools Campaign </li></ul><ul><li>Covered 27 schools in Delhi </li></ul>Yahoo at Schools _ Comprehensive Report The Yahoo at Schools pilot was initiated across 27 Schools in Delhi this entailed a module 'Introduction to the Internet, Its safe usage & Yahoo' delivered to students of class 4 th , 5 th and 6 th across all sections. In some schools the module was extended to class 7 th , 8 th & 9 th Towards the end a 2-3 minute instruction session followed where students were informed that they were required to create a Yahoo email to redeem their e-certificate of participation. An e-coupon and letter to parents informing them about this activity was distributed to all students Following the activity students created a Yahoo email account for most their first ever email account and then filled in a form to redeem their e-certificate of participation
  3. 3. Results & Numbers <ul><li>Total # of Schools Covered 27 </li></ul><ul><li>Total Student headcount across 9785 </li></ul><ul><li> 27 Schools | Promotional Spread </li></ul><ul><li>Total e-coupons [to redeem e-certificate] 5120 </li></ul><ul><li>With letter to parents distributed </li></ul><ul><li>Total e-certificates redeemed 2756 </li></ul><ul><li>Total No of new Yahoo e-mail ID’s created 2343 </li></ul>Yahoo at Schools _ Comprehensive Report
  4. 4. Process Flow|Execution Yahoo at Schools _ Comprehensive Report 1. The Talentoncampus Account manager for Yahoo Personally meets the principal and secures permission for the Yahoo at Schools activity
  5. 5. Process Flow Yahoo at Schools _ Comprehensive Report 2. After seeking permission for the activity the Yahoo account manager coordinates with the class teachers , activity coordinator and a date and time for the activity is fixed
  6. 6. Process Flow Yahoo at Schools _ Comprehensive Report 3. Talentoncampus hires Interns [paid] to assist in the facilitation of this activity. Their role includes a. assisting the class teacher to organize students in the seminar hall , distribution of e-coupons & letter to parents
  7. 7. Process Flow Yahoo at Schools _ Comprehensive Report 4. At the scheduled date of the activity The Talentoncampus trainer delivers the Yahoo at Schools ‘Safe internet’ module & IT Awareness Quiz to 4 th , 5 th & 6 th standard students of all sections. Usually one schools requires 2-3 such sessions
  8. 8. Process Flow Yahoo at Schools _ Comprehensive Report
  9. 9. Process Flow Yahoo at Schools _ Comprehensive Report
  10. 10. Process Flow Yahoo at Schools _ Comprehensive Report 5. Post the ‘Safe Internet’ & ‘Introduction to Yahoo’ module the trainer and Intern moderate an ‘IT Awareness Quiz’ The intern identifies 4-5 of the most interactive students and asks them to take stage and do the Yoodle , the class votes on the best Yoodle and a Winner is announced
  11. 11. Process Flow Yahoo at Schools _ Comprehensive Report
  12. 12. Objective Yahoo at Schools _ Comprehensive Report
  13. 13. Process Flow Yahoo at Schools _ Comprehensive Report 6. After the session the Interns distribute e-coupons to all the students so they can redeem their e-certificate of participation , this is complemented by a letter to the parent informing them of the module and a request to assist their child in redeeming their ‘Certificate of Participation’
  14. 14. Process Flow Yahoo at Schools _ Comprehensive Report e-coupon Letter to Parent
  15. 15. Process Flow Yahoo at Schools _ Comprehensive Report
  16. 16. Process Flow Yahoo at Schools _ Comprehensive Report 7. Students create their Yahoo e-mail accounts most for the first time and redeem their e- certificate of participation. Usually this is a parenting activity where the parent assists the child in this endeavour
  17. 17. Process Flow Yahoo at Schools _ Comprehensive Report E-certificate platform, this is programmed to responds only to a Yahoo email ID
  18. 18. Process Flow Yahoo at Schools _ Comprehensive Report E-certificate of participation mailed directly to a students new yahoo email account
  19. 19. Miscellaneous <ul><li>Links </li></ul><ul><li>List of 27 schools </li></ul><ul><li>http:// bit.ly/dpoSH7 </li></ul><ul><li>Photostream  </li></ul><ul><li>http://www.flickr.com/photos/49886949@N04/   & </li></ul><ul><li>http://www.flickr.com/photos/49655156@N07/ </li></ul><ul><li>Note: kindly crosscheck & correlate the given pics with the school list. The photos have the names of the schools covered in the pilot promotion </li></ul><ul><li>E-Certificate platform [to get a young user to create a Yahoo email account] </li></ul><ul><li>http://yahoo.talentoncampus.com / </li></ul><ul><li>Appreciation letters from a few schools </li></ul><ul><li>http://www.flickr.com/photos/49884463@N04 / </li></ul>Yahoo at Schools _ Comprehensive Report
  20. 20. Miscllanious <ul><li>Letter of Appreciation </li></ul>Yahoo at Schools _ Comprehensive Report
  21. 21. Miscellaneous <ul><li>Letter of Appreciation </li></ul>Yahoo at Schools _ Comprehensive Report
  22. 22. Miscellaneous <ul><li>Letter of Appreciation </li></ul>Yahoo at Schools _ Comprehensive Report

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