TeacherHub proposal
10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
Introduction ︱2
It’s all too evident that the education sector is under increasing strain, as budgets struggle to keep up with inflationary demand. The current need shell out indiscriminate amounts of money on media and mercenary recruitment agencies is something decisionmakers in the sector can do without. We were therefore really impressed to see a proposition which is built around a lifetime value of your relationships, rather than the notion of making as quick a buck as possible. As was discussed ROI is increasingly under scrutiny across the sector. Budgetary constraints aside, this is being driven by a move towards ‘academisation’, where a much corporate approach is taken to budgetary spending decisions.
10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
It does seem to us your ‘Partnership Solutions Programme’ is a strong proposition. A position built on ‘delivering more bang for your (recruitment) buck’ that will invariably help differentiate you from other ‘quickbuck’ players in the market. The following outlines how we feel we can help you with the challenge you set namely, recruiting more graduates into the sector.
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
Introduction
Thank you for taking the time to see us; it’s clearly exciting time for all at TeacherHub.
What we can do ︱4
In order to answer this question, it’s really important we make clear what it is that we do. And more so how we go about it.
So, what do 10bristol do? We are a team of strategic, brand and design professionals that work with organisations who want to achieve amazing things. We provide the insight and imagination to create big ideas; brave strategies and bold messaging that fit naturally within your bigger picture. To achieve this we apply a bit intellectual rigour, creativity and when called upon some clever technology, which we use to uncover fresh new insights about our clients’ brands, their consumers, and the unique language, they share. It’s important that unlike other agencies, we don’t impose our will, or indeed a house style, on any project and we don’t arrive at a brief with preconceptions or ready-made ideas. We create unique narratives that change behaviour for the better and contribute towards your bigger picture. We achieve all this through our 5D approach.
10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
What we can do
OK, so how can we help TeacherHub?
Our approach to the TeacherHub challenge ︹6
DEVELOP: We hone.
DEFINE: We listen.
Often the ideas we bring to the table conjure up a hothouse of game-changing creativity from our clients. We use this to create a place in which we are absolutely happy with before moving onto the delivery.
We can call upon a range of skills and expertise to help provide us with a detailed insight into our client’s challenges. Together we define your bigger picture.
This is a critical stage for managing expectation, ensuring we all know where we stand, as it represents the final stage before we move from the conceptual to the actual.
Where we are at: DD Initial kick-off meeting.
Key outcomes from this stage: □□ Meet to review initial ideas. □□ Agree what ideas to take forward into delivery □□ Agree reporting procedures: (Project sponsor/Lead, Coordinator) □□ Review with sponsor proposed deliverables budget & timeline □□ Create project initiation document (PID) – including payment schedules □□ Raise PO or agreement to proceed based on estimated cost for deliverables.
DISCOVER: We learn. We walk in your shoes, to develop an objective and balanced insight into the strength of your current position against those of your competitors. Where we are at: DD Conduct desktop research on the TeacherHub brand DD Conduct desktop research on competition, specifically around graduate recruitment
DESIGN: We create. We define your unique space, develop ideas that differentiate and promote a position that is credible, deliverable and has messaging capable of cutting through the marketplace noise. Where we are at: DD Presentation of initial ‘exploratory’ ideas based on current key insight and take-outs garnered from initial marketplace research (see initial thoughts). DD Outline how these ideas could be extended across media, give overview of how these could be potentially extended across media. 10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
DELIVER: We make ideas reality. From a unique position, and with a creative credible proposition in place, we move from the conceptual to the actual. Creating messaging vehicles, marketing tools, along with practical and desirable solutions that most effectively amplify your strength in a way that contributes to the ambitious commercial impact desired. Key outcomes from this stage: □□ Agree final deliverables □□ Agree storyboards/production/launch schedules etc
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
Our approach
Creativity is inherently irrational and the big thing we have found is clients don’t like irrationality. Like everything else they wish to see ROI. Our 5D approach has been honed over the years and is our attempt at rationalising the creative process to demonstrate exactly where we will add value and what the client will receive for their investment.
Dare to be different Initial exploratory ideas ︹8
• • • • • • •
TeacherHub) Clients have a variety of motivations for moving away from traditional recruitment techniques. Relationship is built around support and adding value Long-term rather than short-term outlook Creating ‘soft-landings’ for a career change into teaching Despite bad press, it is felt there still exists a strong desire to get into teaching. Budget being spent on ineffective recruitment techniques High staff turn-over
THE BIG IDEA - “Dare to be different”
Persona 2 – The career switcher It’s a big decision for established professionals working outside teaching who may be considering a career switch. Sharing the experience of someone who has done just this would be extremely powerful; this would allow us to demonstrate the ‘soft-landing’ and ongoing support they have received from TeacherHub as they undertake their new careers. Persona 3 - The overseas teacher Considering a move to another country is a big move. There has been a lot of bad press about press about the UK education system. See the article here.
At the heart of our proposed strategy is the creation of ongoing content made by real people who have “Dared to be different”. This would be the hook to a campaign which will initially follow selected Persona’s (three basic personas are outlined below), where we package the experience from individuals who can give their unique take on the benefits of dealing with TeacherHub. Persona 1 - The client, recruitment decision maker Demonstrate how they challenge the norm, and moved away from expensive advertising within TES, to engage with a specialist agency which puts the needs of their school at the heart of their strategy rather than a shortterm in-effective solution.
The dare to be different website would have resources on which would allay fears and build on the notion that TeacherHub as an organisation there to help them with their transition into teaching in the UK.
Content formats The content for this campaign could be delivered in a number of formats and extended across channels. The content would need to be produced in such a way that would inspire, educate and engage your target audience(s).
Content formats: • Video case study (on the job) • Ongoing diary (vlogging) • Social media survey – Is a teaching career right for me? (Persona 1 & 2)
• Print/digital advertising • Bespoke Persona Q&A • E-newsletter (database) 10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
Initial ideas
Key insights and take-outs • This is a three-way relationship (Client/Candidate/
Route to market ︱10
is available) Whilst the TeacherHub is the parent site, we feel it would be more beneficial to have a campaign sites. This would allow you to bundle a ‘campaign package’ to schools which choose to come on board. This would give greater flexibility and allow you to create numerous campaigns that are a better match for particular school segments. The micro-site could a range of features such as ‘dynamic content’ this is where the content is bespoke to users. For instance, we could post an opinion piece on linkedin in response to the bad press featured in the Sydney Times article featured above. Anyone who links from this blog post back to the landing pages of the microsite would have bespoke experience as the algorithms we use would deduce by interest/location which content to place to create a unique user experience.
10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
Twitter/Facebook Channel for featuring much of the content produced and ppc Google adwords Teaching in the UK. Direct Sales Campaign packs selling benefits to decision-makers, including UNI campus roadshow Ideas would need to be bottomed out, but there is huge potential around the theme of Dare to be different.
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
Route to market
Campaign site - Daretobedifferent.uk.net (this
The tech bit ︱12
At the heart of content marketing is the strategy deciding what, and where, that content should be placed to really drive engagement with your audience. With our campaign software (ActiveDemand) we can put content strategy front and centre, by making use of metrics, the numbers and ratios that show us which content performs across which channel. Using this insight it we can then work out a plan for designing and developing that content over time and across audiences. The content marketing program is how we schedule content delivery over time. It works on the premise that with any marketing campaign, ideas have a certain lifecycle between launch and concepts being adopted by customers. ActiveDemand, will help us: • Find the right “hooks” into existing customer conversations and channels • Prime the market with What-If and discussion content • Fulfilling the creative needs, with content such as insight led films for their consideration • Social media seeding, giving each piece of content its largest audience • SEO friendliness, ensuring the questions your audience are asking lead to your content • Authoritative voices, putting content on the sites and blogs of people your market respects • Value-added content, with insight films and case studies written to convey original research and fresh ideas • Comprehensive tracking and analytics, so that no sign-up or interested enquiry goes unanswered 10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
A content led strategy that puts the right content in the right place at the right time, transforming visitors into leads and leads into customers. The difference being that with the ActiveDemand software, it aids us to provide a strong toolkit of resources that can give us the insight needed to create more compelling content.
De-anonymise micro-site users Using your content marketing strategy as fuel, we successfully generate marketing qualified leads, through a multi-faceted approach. The primary route to market will continue to be the website and email marketing, we use the power of social, paid and earned media to kickstart lead generation. Using ActiveDemand’s marketing automation and listening tools, leads are nurtured with the provision of meaningful content to get them to the point of being a sales qualified lead. By taking a cyclical approach, online lead-generation is improved as every campaign completes. In this way, we will help TeacherHub generate high quality leads indefinitely, tracking individual’s first interaction with the brand (via the website) to the point where they are placed on the TeacherHub books (so to speak).
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
The tech bit
Provide your client with Insight, analysis & results
So what now? ︱14
The next stage from this is to review meet to discuss how we develop this idea, or in fact go back to the drawing board to consider other ones. We really feel in “Daretobedifferent” there are grounds for a really strong and creative campaign that would be appealing to targeting graduates into the teaching profession. Where we take this campaign is pretty much dictated by investment, this would work very well as a TV commercial, but obviously this would have considerable production and media buying investment. On the following page is a guide to initial development of the ideas from its current form, where we move from the conceptual bit, to the actual delivery bit.
10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
So what now?
This outlines a taster idea of what we could do to help TeacherHub. For this we have dedicated 1 day, not the 2 days discussed at our kick-off meeting, to get this stage to where we are at the moment. This comes with the initial fee of £400.
Budget guide ︱16
BUDGET GUIDE
The following costs are for guidance only based on findings from initial kick-off meeting.
Define
1
Kick-off meeting Sub total
Discover
Cost Total
2 Conduct desktop research on the TeacherHub brand 3 Conduct desktop research on competition, specifically around graduate recruitment
Design
4 Write up key insight & take-outs 5 Presentation of initial ‘exploratory’ ideas based on current insight and initial marketplace research (in Initial idea). 6 Outline how this idea could possibly be extended across media: (film/micro-site/live events).
TBC TBC TBC TBC Sub total TBC
Deliver
11 Agree final deliverables 12 Agree storyboards/production schedules etc Sub total
£30 £250 £20 Sub total £300
Develop
7 Agree reporting procedures: (Project sponsor/Lead, Coordinator) 8 Review with sponsor proposed deliverables budget & timeline 9 Create project initiation document (PID) – including payment schedules 10 Raise PO or agreement to proceed based on estimated cost for deliverables.
£40 £60 Sub total £100
Film production rate card
1 Filming crew & basic kit 2 Editing 3 Graphic Design 4 Motion graphics styles 5 Copywriting 6 Studio Hire incl. lights 7 Strategic brand development 10bristol limited, 25 Lower Redland Road, Redland, Bristol BS6 6TB
T. 0117 973 1586 E. info@10bristol.co.uk W. 10bristol.co.uk
TBC TBC £0 TOTAL
£400
Day
Hour
£950 £350 £350 £350 £350 £600 £400
N/A £50 £50 £50 £50 N/A £60
Thank you. Get in touch:
t. 0117 973 1586 e. info@10bristol.co.uk
OTHER WORK Things we are proud of Cabot learning federation
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