<ul><li>Play Providers Conference </li></ul><ul><li>Education Partnerships </li></ul><ul><li>Mark Fawcett </li></ul><ul><l...
A specialist agency focussed on reaching and engaging families, children and schools through education and entertainment t...
Our recent clients include:
Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
Why Education? Engaging children CSR impact Strengthen your  property Staff engagement & motivation Family audience  Local...
Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
School Stakeholders - Schools UK England Wales Scotland NI Nursery 3,273 445 28 2,702 98 Primary 21,768 17,205 1,509 2,169...
School Stakeholders - Pupils UK England Wales Scotland NI Nursery 157,600 37,400 1,800 106,100 12,400 Primary 4,892,000 4,...
School Stakeholders 9.7m pupils Governors DH DCSF OFSTED 0.5m teachers YST Admin staff LAs Parents Subject bodies
Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
<ul><li>? </li></ul>Where to start
<ul><li>Schools focussed on: </li></ul><ul><li>Learning objectives </li></ul><ul><li>Education agendas </li></ul><ul><li>S...
<ul><li>Learning objectives </li></ul><ul><li>Curriculum </li></ul><ul><li>SATs </li></ul><ul><li>GCSE and post-16 </li></...
<ul><li>Education Agendas </li></ul><ul><li>Healthy Schools </li></ul><ul><li>Sustainability </li></ul><ul><li>Every Child...
<ul><li>Self marketing </li></ul><ul><li>OFSTED </li></ul><ul><li>Parents & pupils </li></ul><ul><li>Local Authorities </l...
Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
<ul><li>Clear Objectives </li></ul><ul><li>Educational Relevance </li></ul><ul><li>Effective Partnerships </li></ul><ul><l...
Step 1 – Clear Objectives <ul><li>Brand: family reach; engaging  children </li></ul><ul><li>Rights Value: stronger & more ...
Step 2 – Educational Relevance Gain the Insight Be ‘up-to-date’ Understand the priorities Agree the ‘Links’ Curriculum Edu...
Step 3 – Effective Partnerships
<ul><li>Sponsorship Brief  Makes for Happier Families </li></ul><ul><li>Insight  Parents seeing their children reading a b...
 
<ul><li>Outcomes  52%  parents said it made Renault stand out </li></ul><ul><li>71%  would recommend to other families </l...
Step 4 – Creativity in Context SOURCE Existing Creative Strategy  OR Specific Creative for Schools or Colleges SITUATION C...
Case study - Dettol
Case study - Dettol
Case study - Dettol
88%  of girls said they understood more  about the subject 84%  of parents said it helped them to engage with their childr...
Step 5 – Integration
Case Study - Garnier Ambre Solaire Situation UK rate of skin cancer Ambre Solaire market share
Garnier Ambre Solaire – Sun Awareness Week
<ul><li>Mainstream marketing impact  </li></ul><ul><li>led by Education Sponsorship activity </li></ul>Garnier Ambre Solai...
<ul><li>Outcomes  1.2 million  families seeing ‘Passports to the Sun’ </li></ul><ul><li>75%  of kids ‘more likely to use s...
Step 6 – School Relationship Management <ul><li>Profile Demographic; geographic;  cultural, wealth; performance;  type </l...
Case Study – Cotswold Outdoor Situation 15 stores Core male customer base – aged 20-35 Objectives Build brand awareness an...
Case Study – Cotswold Outdoor “ Celebrating the Outdoors” Targeting of schools local to stores. School Activity Days with ...
<ul><li>Clear Objectives </li></ul><ul><li>Educational Relevance </li></ul><ul><li>Effective Partnerships </li></ul><ul><l...
Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
Thank you Mark Fawcett [email_address]
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Play Providers Conference- Achieving Marketing objectives through effective engagement with education

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This session is designed to provide vital insight into engaging with young people and their parents, looking at how to reach the youth market in a positive and responsible way whilst delivering commercial, social and brand awareness strategies. Mark will illustrate his talk with examples of campaigns that successfully created relationships with schools and nurseries in order to achieve marketing objectives focused on parents.

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  • Play Providers Conference- Achieving Marketing objectives through effective engagement with education

    1. 1. <ul><li>Play Providers Conference </li></ul><ul><li>Education Partnerships </li></ul><ul><li>Mark Fawcett </li></ul><ul><li>National Schools Partnership </li></ul>
    2. 2. A specialist agency focussed on reaching and engaging families, children and schools through education and entertainment to achieve marketing and social objectives National Schools Partnership
    3. 3. Our recent clients include:
    4. 4. Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
    5. 5. Why Education? Engaging children CSR impact Strengthen your property Staff engagement & motivation Family audience Local marketing Education strategy Social impact
    6. 6. Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
    7. 7. School Stakeholders - Schools UK England Wales Scotland NI Nursery 3,273 445 28 2,702 98 Primary 21,768 17,205 1,509 2,169 885 Secondary 4,209 3,383 222 378 226 Independent 2,527 2,239 66 115 17 Special Schools 1,378 1,065 44 226 43 PRU 506 455 51 Total 33,661
    8. 8. School Stakeholders - Pupils UK England Wales Scotland NI Nursery 157,600 37,400 1,800 106,100 12,400 Primary 4,892,000 4,087,800 261,600 375,900 166,600 Secondary 3,953,400 3,289,000 206,900 309,600 147,900 FE 1,046,600 928,2000 43,600 47,000 27,8000
    9. 9. School Stakeholders 9.7m pupils Governors DH DCSF OFSTED 0.5m teachers YST Admin staff LAs Parents Subject bodies
    10. 10. Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
    11. 11. <ul><li>? </li></ul>Where to start
    12. 12. <ul><li>Schools focussed on: </li></ul><ul><li>Learning objectives </li></ul><ul><li>Education agendas </li></ul><ul><li>Self marketing </li></ul>Understand the context
    13. 13. <ul><li>Learning objectives </li></ul><ul><li>Curriculum </li></ul><ul><li>SATs </li></ul><ul><li>GCSE and post-16 </li></ul><ul><li>Diplomas </li></ul><ul><li>Schools’ performance scores </li></ul>Understand the context
    14. 14. <ul><li>Education Agendas </li></ul><ul><li>Healthy Schools </li></ul><ul><li>Sustainability </li></ul><ul><li>Every Child Matters (ECM) </li></ul><ul><li>Extended Schools </li></ul><ul><li>... and many more </li></ul>Understand the context
    15. 15. <ul><li>Self marketing </li></ul><ul><li>OFSTED </li></ul><ul><li>Parents & pupils </li></ul><ul><li>Local Authorities </li></ul><ul><li>Media </li></ul>Understand the context
    16. 16. Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
    17. 17. <ul><li>Clear Objectives </li></ul><ul><li>Educational Relevance </li></ul><ul><li>Effective Partnerships </li></ul><ul><li>Creativity in Context </li></ul><ul><li>Integration </li></ul><ul><li>School Relationship Management </li></ul>6 Steps to Success
    18. 18. Step 1 – Clear Objectives <ul><li>Brand: family reach; engaging children </li></ul><ul><li>Rights Value: stronger & more attractive to sponsors </li></ul><ul><li>Charity: fundraising; teaching the message </li></ul><ul><li>HR: staff engagement; recruitment </li></ul><ul><li>Sales: school groups; group visits; local authorities </li></ul><ul><li>CSR: community & education strategy </li></ul>
    19. 19. Step 2 – Educational Relevance Gain the Insight Be ‘up-to-date’ Understand the priorities Agree the ‘Links’ Curriculum Education Agendas Create Content Relevant Experts Test in school / college
    20. 20. Step 3 – Effective Partnerships
    21. 21. <ul><li>Sponsorship Brief Makes for Happier Families </li></ul><ul><li>Insight Parents seeing their children reading a book </li></ul><ul><li>Execution Tales from the Glovebox </li></ul><ul><li>Targeting Year 1 – Audience-profiled schools near dealerships </li></ul><ul><li>Year 2 – ‘Ride and Drive’ events </li></ul>Case Study - Renault
    22. 23. <ul><li>Outcomes 52% parents said it made Renault stand out </li></ul><ul><li>71% would recommend to other families </li></ul><ul><li>76% of kids wanted to read more books </li></ul>Renault
    23. 24. Step 4 – Creativity in Context SOURCE Existing Creative Strategy OR Specific Creative for Schools or Colleges SITUATION Creative inside Schools & Colleges engages differently from Creative outside
    24. 25. Case study - Dettol
    25. 26. Case study - Dettol
    26. 27. Case study - Dettol
    27. 28. 88% of girls said they understood more about the subject 84% of parents said it helped them to engage with their children Case Study – Lil-lets
    28. 29. Step 5 – Integration
    29. 30. Case Study - Garnier Ambre Solaire Situation UK rate of skin cancer Ambre Solaire market share
    30. 31. Garnier Ambre Solaire – Sun Awareness Week
    31. 32. <ul><li>Mainstream marketing impact </li></ul><ul><li>led by Education Sponsorship activity </li></ul>Garnier Ambre Solaire – Wrap, Splat, Hat 2008 2007 2009
    32. 33. <ul><li>Outcomes 1.2 million families seeing ‘Passports to the Sun’ </li></ul><ul><li>75% of kids ‘more likely to use sun cream when sunny’ </li></ul><ul><li>82% of parents checked the ‘Passports’ at home with kids </li></ul><ul><li>94% of parents though it was a good thing for the school </li></ul><ul><li>43% more likely to buy the product range </li></ul><ul><li>International – launched in Ireland </li></ul><ul><li>Why it is working Support Healthy Schools agenda </li></ul><ul><li>Environment – home, play & school </li></ul><ul><li>Integrated – cross channel </li></ul><ul><li>Partner – British Skin Foundation </li></ul><ul><li>Opportunities Own the space – Wrap, Splat, Hat = Stop, Look, Listen </li></ul><ul><li>CSR reporting – social impact </li></ul><ul><li>Community engagement – local to offices </li></ul>Garnier Ambre Solaire – Wrap, Splat, Hat
    33. 34. Step 6 – School Relationship Management <ul><li>Profile Demographic; geographic; cultural, wealth; performance; type </li></ul><ul><li>Recruit Communications planning; registration & data </li></ul><ul><li>Activate Teachers as gatekeepers & customers; building supporters & advocates </li></ul>
    34. 35. Case Study – Cotswold Outdoor Situation 15 stores Core male customer base – aged 20-35 Objectives Build brand awareness and footfall amongst family consumers
    35. 36. Case Study – Cotswold Outdoor “ Celebrating the Outdoors” Targeting of schools local to stores. School Activity Days with outdoor challenges. Exclusive Store Weekends for families to visit. Outcomes 120 schools taking part 100,000 families reached
    36. 37. <ul><li>Clear Objectives </li></ul><ul><li>Educational Relevance </li></ul><ul><li>Effective Partnerships </li></ul><ul><li>Creativity in Context </li></ul><ul><li>Integration </li></ul><ul><li>School Relationship Management </li></ul>6 Steps to Success
    37. 38. Educational Relevance This session School Stakeholders Approaching Education Steps to Success Your Questions
    38. 39. Thank you Mark Fawcett [email_address]

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