International Language Centers
EF CHALLENGE - TABLE OF CONTENT
01/ CAMPAIGN OVERVIEW
02/ CAMPAIGN TIMELINE
03/ CAMPAIGN PRIZES
04/ HOW THE CAMPAIGN WORKS
05/ CAMPAIGN PROMOTION
06/ CONTACTS
- ONLINE - OFFLINE
- MEDIA OUTREACH
EF CHALLENGE - CAMPAIGN OVERVIEW
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CAMPAIGN OVERVIEW NAME - EF CHALLENGE WEBSITE - WWW.EF.COM/EFCHALLENGE The EF Challenge is an international speech competition that will enable students from all around the world to present their ideas on language learning, communication, and education.
CAMPAIGN GOALS > Open doors to schools with a non-commercial message > Collect names of students and teachers > Develop long-term partnerships with local schools and teachers > Strengthen EF’s position as a leading academic partner
CAMPAIGN GOALS TARGET AUDIENCE - MULTIPRODUCT 1. Student ages 11-14 2. Student ages 15-19 3. Language teachers & school directors
NEW THIS YEAR: > 3 target groups (younger and older students & language teachers) > Speech submission process is simplified > Video examples are shown on the website > New videos will be added to website as soon as they are approved
EF CHALLENGE - TIMELINE
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CAMPAIGN TIMELINE WEBSITE LIVE & REGISTRATION STARTS 1st of October 2015 REGISTRATION DEADLINE 15th of March 2016 SPEECH SUBMISSION DEADLINE 1st of April 2016 NATIONAL WINNERS ANNOUNCEMENT 15th of April 2016 GLOBAL WINNERS ANNOUNCEMENT 30th of April 2016 EF YOUTH LEADERSHIP FORUM IN RIO August 2016
PROMOTIONAL TIMELINE August 2015 - March 2016 FIRST PUSH Distribution 1: August/September 2015 SECOND PUSH Distribution 2: December/January 2016
EF CHALLENGE - PRIZES
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PRIZES 20 students will be selected to participate in the EF Youth Leadership Forum in Rio de Janeiro, Brazil
Two Class trips to the UK or Singapore
Up to 10 students will win a two-week language course
Up to 10 teachers will win a TTC course or be part of the EF Youth Leadership Forum
300 students and teachers will win a 3-month English course at EF Englishtown
EF CHALLENGE - HOW CAMPAIGN WORKS
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HOW THE CAMPAIGN WORKS 1. Students and teachers register on the campaign page and receive an auto- reply email 2. The auto reply contains instructions on how to write, give and upload the speeches 3. All participants will write and record speeches that answer the question “Do you believe nothing is impossible?” 4. After the videos of the speeches have been uploaded, they will be approved centrallly and show up on the campaign page 4. Local campaign managers will choose the local winner 5. Central campaign team will pick up the national winner
NOTE: Y ou can adapt EF Challenge campaign to your market’s needs. Just make sure you inform us.
HOW TO PROMOTE THE EF CHALLENGE WE HAVE CREATED PROMOTIONAL MATERIALS THAT SUIT ALL OF YOUR NEEDS. THERE ARE A LOT OF WAYS TO PROMOTE EF CHALLENGE - CHOOSE THE ONE THAT WORKS BEST FOR YOUR MARKET.
EF CHALLENGE - ONLINE MATERIALS
ONLINE MATERIALS > Campaign website www.ef.com/efchallenge (showcases all the campaign details and inspires students and teachers to be part of the competition). > Auto reply email for each category - once registersted, each participant will receive a thank you note that contains tips on how to make a speech and a link to a website to upload their speeches). > EF Challenge presentation for external use (this document will help you to introduce the campaign to schools and its educational staff). > E-mail templates - follow-up email templates will be available throughout the whole campaign run time. > Online banners - various banners with inspiring images that target various age groups are available. > Facebook and Twitter - make sure you promote the EF Challenge campaign with Twitter and Facebook ads. > EF.com promos - inspiring EF Challenge images will be a great addition to your product promo page.
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EF CHALLENGE - OFFLINE MATERIALS
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OFFLINE MATERIALS > Guidelines on speechwriting for students (help students to further improve and practice their public speaking skills). > Guidelines on speechwriting for teachers (this document helps teachers teach their students how to make a speech). > Posters. This is the best way to promote the campaign in schools. Campaign posters can be used as an ad in a school magazine or a newspaper. > Flyers - fairs, a14, addtition to the main distribution package
YOUR CHANCE TO INSPIRE THE WORLD Join the ranks of the world’s most famous speakers and give the speech of a lifetime in front of an international audience in New York. www.ef.com/efchallenge
DO YOU BELIEVE NOTHING IS IMPOSSIBLE?
International Language Centers
International speech competition Register before 15th of March 2016 www.ef.com/efchallenge
> Stickers - school kids love stickers! So, let’s give it to them to promote the competition! > Campaign roll-up - a great way to promote the campaign during fairs and school events.
www.ef.com/efchallenge
WHAT YOU NEED TO DO: 1. REGISTER WWW.EF.COM/EFCHALLENGE
2. WRITE YOUR SPEECH AND PRACTICE IT ALONE OR WITH YOUR FRIENDS
3. GIVE YOUR SPEECH IN YOUR CLASS
4. WIN!
5. TRAVEL TO NEW YORK
DO YOU BELIEVE NOTHING IS IMPOSSIBLE? International speech competition Register before 15th of March 2016 www.ef.com/efchallenge
Register before 31st of March at: WWW.EF.COM/EFCHALLENGE Good luck! EF Team (country)
YOUR CHANCE TO INSPIRE THE WORLD! Participate in the EF Challenge for High Schools and present the whole world how languages can open, connect and improve the world. Be in the spotlight and give a three to five minutes long speech that finds a creative and engaging answer to the question” how do languages open the world for you?”
International Language Centers
Give the best and win an unforgettable trip to New York to speak in front of international audience at the EF Future Global Leadership Forum.
EF CHALLENGE - GOOD TO KNOW
GOOD TO KNOW THE EF CHALLENGE IS A MULTIPRODUCT CAMPAIGN CAN BE PROMOTED AS ONLINE AS OFFLINE TEACHERS LOVED THIS CAMPAIGN STUDENTS LOVED MAKING VIDEOS OF THEMSELVES FOR THE 2015 COMPETITION REGISTRATION PROCESS HAS BEEN SIMPLIFIED (NO MORE GROUP REGISTRATIONS, TEACHER CODE IS NO LONGER REQUIRED EITHER) CAMPAIGN FLOW IS MUCH EASIER THIS YEAR
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EF CHALLENGE - MEDIA OUTREACH
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MEDIA OUTREACH THE EF CHALLENGE FOR HIGH SCHOOLS IS A TRULY MEDIA-FRIENDLY CAMPAIGN THAT PRESENTS A NUMBER OF OPPORTUNITIES FOR POSITIVE MEDIA COVERAGE. PHASE 1 – “Join the EF Challenge!”
PHASE 2 - “Winners” - REGIONAL/LOCAL DAILIES
The first step is to push for the campaign when it launches. The aim is to engage teachers to join with their students. The main target for this phase is therefore the teacher press.
Another activity that could provide excellent coverage is to suggest media interviews with the winners. These stories would have a “human interest” angle, which is fantastic when approaching regional or local media since the success of local youths is of high relevance to readers.
> Press release (English version provided by central team) > No central distribution – local distribution only > Local media lists will be provided by central team by request > Visuals > Photos and video from the EF Youth Leadership Forum 2015 > Campaign imagery > Pitch to teacher media outlets > Pitch the campaign (using the press release or a rewritten pitch) to teacher media > Extra material: tips from the experts on being a good speaker
> Central team will not provide anymaterial for this phase > Step-by-step guidelines can be provided upon request > Please see inspirational articles from Colombia, Vietnam and France There are a lot of other opportunities to get media coverage for the EF Challenge. Please contact Charlotta Falk for more information.
EF CHALLENGE - CONTACT DETAILS
CONTACT DETAILS Project Manager Elena Vogt Offline requests www.ef.com/publications Media Outreach Charlotta Falk Social Media Narae Kim
For all other questions regarding this amazing campaign, please contact Elena Vogt.
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