#MSSInspiringMinds
Graeme Atha
Director, The Marketing Society
STÄRR ASSEMBLE YOUR WINNING ENTRY DEADLINE 18TH FEBRUARY 2019
EVERYTHING YOU NEED TO KNOW ABOUT ENTERING AND JUDGING starawards.marketingsociety.com
#StarAwards19
MARKETING SOCIETY STAR AWARDS • Vision • Key Principles • Key Objectives • Judging Process • Judging Guidelines • Why enter? • Key Dates
starawards.marketingsociety.com
#StarAwards19
MARKETING SOCIETY SCOTLAND VISION To build a vibrant marketing community – renowned for enlightened thinking , innovation and creativity.
starawards.marketingsociety.com
#StarAwards19
STAR AWARDS - KEY PRINCIPLES • Promote excellence at all levels, all sizes sectors and disciplines - Development, Strategic, Communication, Sectors, Chairman’s and Champions • Invite all members to judge • Chairman judges SME, First Time Entrants & Diversity/Equality nominations • Judging based on scoring and debate (quantity and quality) • Encourage well written and well-presented entries • Not for profit • Promote members charities – Maggie’s Centre’s (in memory of Kyle Hardie) starawards.marketingsociety.com
#StarAwards19
STAR AWARDS - KEY OBJECTIVES • Promote role and importance of marketing – from the classroom to the boardroom • Promote Scotland – as a great place to study, work and invest in marketing • Encourage marketing professionals to write compelling case studies • Recognise, reward and celebrate marketing talent – from our Rising Stars to our Agency and Client teams and their Inspirational Leaders • Judging and showcasing winning papers as an inspiration to others • Use budget surplus to invest in building and supporting our community
starawards.marketingsociety.com
#StarAwards19
STAR AWARDS – JUDGING PROCESS • All members are invited to judge online • Scoring criteria and points allocations on website • Business Leader members sit on panels to discuss, debate and decide the shortlists and winners • Rising Stars are nominated, shortlisted then judged by interview panels • Star Agency and Star Marketing Team shortlists are determined by the performance of their entries then assessed on questionnaires • Inspirational Agency and Marketing Leaders are nominated, shortlisted then assessed on questionnaires • Register on website to judge
starawards.marketingsociety.com
#StarAwards19
STAR AWARDS – JUDGING GUIDELINES • Use judging scoring criteria – details on website • Maximum word count of 1500 (not target) • Entries in PDF format (max 10 MB) • Keep web links separate – not embedded • Max 2 videos – include as separate links, not embedded • Case studies entered in maximum of 2 categories • Maximum shortlist of 6 • Gold, Silver and Bronze awarded
starawards.marketingsociety.com
#StarAwards19
WHY ENTER? • Show pride in your work or team and the individuals involved • Demonstrate effectiveness of your work – internal/external • Build client/agency relationship in creating great entries • Demonstrate quality of work – to potential clients and employees • Be part of an evening of celebration
starawards.marketingsociety.com
#StarAwards19
KEY DATES • Rising Star Nominations – Jan 31 • Entry Deadline – Feb 18 • Key Judging Dates – March 25/26 and May 2 (School and Student Awards have different dates) • Entry shortlists announced mid April • Chairman’s and Champions shortlists early May • Awards Dinner – Glasgow Hilton, June 13
starawards.marketingsociety.com
#StarAwards19
STÄRR ASSEMBLE YOUR WINNING ENTRY DEADLINE 18TH FEBRUARY 2019
starawards.marketingsociety.com
#StarAwards19
#MSSInspiringMinds
Clare Willis
National Campaigns & Partnerships Manager, National Trust for Scotland
The Stoats Creepy Crawl Communication Category: Brand Experience – including Sponsorship and Event Marketing
CONTENTS 1.
THE BONES – Insights and objectives
2.
GETTING INTO THE SPIRIT – Event and sponsorship strategy
3.
ANTICIPATING THE THRILLS – Promotional strategy
4.
THE DAY OF THE DEAD
5.
SCARILY GOOD RESULTS
6.
A KILLER CONCLUSION
7.
AWARDS PAPER – Fang-tastic tips
1. THE BONES – Insights and objectives • Charity priorities • Audience insight • Cultural insight • Marketing objective
2. GETTING INTO THE SPIRIT – Event and sponsorship strategy
Time to be brave Within our limited budget, we needed to create, promote and deliver the project in-house (including all design and content). The exception would be media buying, where we would work with The Media Shop.
2. GETTING INTO THE SPIRIT – Event and sponsorship strategy Eight spine-chilling challenges 1. Apple Dooking 2. Grave Grabbing 3. The Enormous Neep Heap 4. Strike a Spooky Pose 5. Haunted Hoopla 6. As Blind as a Bat 7. Property Challenge 8. Property Challenge “Guise for your Prize!”
2. GETTING INTO THE SPIRIT – Event and sponsorship strategy • Brand • Promotional toolkit • Event kit • Pricing
2. GETTING INTO THE SPIRIT – Event and sponsorship strategy
“Stoats were absolutely delighted when the National Trust for Scotland approached us to collaborate as we felt immediately that there was a great brand synergy.” Olivia Stone, Marketing Director at Stoats
2. GETTING INTO THE SPIRIT – Event and sponsorship strategy
•
On-pack promotion
•
Data capture competition – “Win a ghostly getaway”
•
Stock as prizes for the trail
•
Contribution to media spend
•
Promoted via Stoats’ own channels
3. ANTICIPATING THE THRILLS – promotional strategy Owned NTS CHANNELS • Social media • nts.org.uk • Magazine • On-site collateral • Internal comms • E-newsletter PARTNER CHANNELS • On-pack promotion • Digital and social
3. ANTICIPATING THE THRILLS – promotional strategy EARNED – Petrifying PR • £250 investment • National, regional & local coverage • £165k AVE • 2.3million OTS
3. ANTICIPATING THE THRILLS – promotional strategy Paid DIGITAL • Google AdWords • Programmatic Native • Social media boosts RADIO • Bauer Media • Adverts & talk-ups • On-air competition • Online • Boogie & Arlene stunt (Free of charge)
4. THE DAY OF THE DEAD
5. SCARILY GOOD RESULTS
Eerie evaluation In addition to reviewing marketing and revenue metrics, evaluation included property feedback surveys and a wash-up meeting with Stoats.
5. SCARILY GOOD RESULTS
6. A KILLER CONCLUSION
Our creative and effective campaign stretched our small budget to the maximum with tangible results. • The partnership • The properties • Delivering Year 2 & 3
Awards Paper Writing the paper • Giant jigsaw • Tell the brand story • Images and video • Tone of voice • Testimonials • Designed in-house Writing an award application is a big commitment and needs a lot of time and effort. However, it’s a worthwhile exercise as it gives you a chance to reflect and take a deep dive into what you’ve delivered as well as giving such a sense of pride seeing your work packaged up and presented in the best possible light.
Awards Paper
Fang-tastic tips • Time • External point of view • Case studies • Entry mechanism
Awards Paper
Learnings • Celebrate success • Internal working group • Build into project • Use award for leverage in pitches
GOOD LUCK!
Thank you We look forward to welcoming you to a National Trust for Scotland property soon.
CLARE WILLIS National Campaigns & Partnerships Manager
#MSSInspiringMinds
Jenny Terris
Senior Account Director, Guy & Co
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#MSSInspiringMinds
Adam Smith
Creative Director, The Gate
Star Awards STEM Teacher Recruitment
Depth
42
Targets 45% campaign awareness
Results 7.5% INCREASE in Postgraduate
to actively consider teaching as a career
Diploma in Education (PGDE) course applications across all subjects in the campaign’s first year
5% increase in actual applications
21% INCREASE in the number
12% of those who saw the campaign
20% agreement amongst those who saw the campaign that teaching is an ideal career choice
7% increase in undergraduates considering applying to a PGDE course
36% of them said they would consider teaching as an ideal career choice
21% increase in those reporting to be interested in applying to PGDE courses
of undergraduates considering teacher training courses
+3m views of the campaign film, doubled client target for people seeing teaching as ideal choice for them
Tripled client target for those considering applying for teaching courses
Online hub
116,483 unique visitors 9,352 total user registrations 56% of visitors to the register page registered 8% of all website users Registered 30 events held delivering more than 13,000 personal interactions 13,828 pieces distributed 3,157,184 completed views 13 cinemas reaching 320,877 18-34-YO. 14,333,922 impressions, 67,189 clicks, 3,166,353 views, 0.56% CTR, 49,859 total landings, 1,041,745 Facebook engagements
966 quiz views with 3.4 mins ave dwell More than 30,000 emails delivered,
55% average open rate 43
TO YOUR AUDIENCE
44
TO YOU
WE MAKE YOU MORE
TO THEIR LIVES
45
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47
This is about the future of STEM… Scotland… The World!
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50
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55
56
57
Teaching: “The World’s Happiest Jobs” The Guardian survey 2015
Young people are great to work with. They have humour, intelligence and generally want to make the world a better place.
‘What makes you so happy? “The light bulb moments – watching children make leaps in learning”.
Knowing that you’ve helped make a difference to that child and that family is tremendously rewarding.
58
When they’re looking confused or lost I know what it means to not understand what is going on around them. I like to think I am making a difference to their education and I enjoy seeing them achieve their potential.
59
Then we found this: 93% would be crap at teaching (NCTL) Ambitious Idealists
Side-tracked Optimists
Socially Conscious
Skills Utilisers
Leadership Driven
Comfort Seekers
Disengaged
Perception of teaching
Very positive
Very positive
Positive
Slightly positive
Slightly positive
Negative
Negative
Interest in teaching (top 2 points)
100%
34%
27%
19%
10%
5%
0%
9.5 Very high
6.7 High
6.1 Medium
6.1 Medium
5.8 Low
5.0 Low
2.0 Very Low
51%
17%
24%
16%
24%
7%
3%
Very high
Medium
High
Medium
Low
Low
Very low
(7%)
Interest in teaching (mean) Enquired about teaching Segment potential
60
(9%)
(8%)
(11%)
(24%)
(32%)
(9%)
Teachers are special
61
• Control over things
• Creative
• High salary
• Makes a difference in people’s lives
• Work-life balance and retiring early
• Make an impact/ make a difference
• Don’t want to interact
• Like to be surrounded by different cultures
• I don’t have a social conscience
• I want to give back to the community
• Don’t need a creative job
• I enjoy interacting with young people
62
Using behavioural economics – Scarcity Principle
63
Key message
64
65
Challenger
Not just saying but showing.
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69
We challenged
70
71
Media channels / journey
72
Media channels / journey Guardian partnership A well-negotiated partnership with the Guardian added authority and a great data capture opportunity with an “Are you good enough quiz?”
Impact:
966 quiz views with 3.4 mins average dwell time
Influencer partnerships National and regional partnerships with 12 universities/colleges, and key organisations STEM East, Institute of Physics, Scottish Council for Development and Industry and 504 libraries.
Guardian partnership
Online hub
A well-negotiated partnership with the Guardian added authority and a great data capture opportunity with an “Are you good enough quiz?”
The website was the information hub at the heart of the campaign with content for a range of audience personas at each stage of their journey.
Impact:
Impact:
116,483 unique visitors
966 quiz views with 3.4
across the campaign period
mins average dwell time
Registrations
Marketing Society Scotland Star Awards 2018
Influencer partnerships
All activity encouraged registrations, and the campaign supported this through a range of tools, content and quizzes.
National and regional partnerships with 12 universities/colleges, and key organisations STEM East, Institute of Physics, Scottish Council for Development and Industry and 504 libraries.
4.3 Public Sector Teacher Recruitment!|!24
Impact:
9,352
total user registrations
56% of visitors to the register page registered 8% of all website users registered
On campus media Used during term time and around key journey milestones to raise awareness and deliver timely messaging reminders.
Marketing Society Scotland Star Awards 2018
Marketing Society Scotland Star Awards 2018
Marketing Society Scotland Star Awards 2018
4.3 Public Sector Teacher Recruitment!|!19
4.3 Public Sector Teacher Recruitment!|!24
Online hub The website was the information hub at the heart of the campaign with content for a range of audience personas at each stage of their journey.
Impact:
116,483 unique visitors
across the campaign period
Registrations All activity encouraged registrations, and the campaign supported this through a range of tools, content and quizzes.
Impact:
73
9,352
total user registrations
56% of visitors to the register page registered 8% of all website users
4.3 Public Sector Teacher Recruitment!|!18
74
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76
Have something to say •
Say it quickly and simply •
Say it using graphs, infographics, conceptual models; everything
77
78
79
Targets 45% campaign awareness
Results 7.5% INCREASE in Postgraduate
to actively consider teaching as a career
Diploma in Education (PGDE) course applications across all subjects in the campaign’s first year
5% increase in actual applications
21% INCREASE in the number
12% of those who saw the campaign
20% agreement amongst those who saw the campaign that teaching is an ideal career choice
7% increase in undergraduates considering applying to a PGDE course
36% of them said they would consider teaching as an ideal career choice
21% increase in those reporting to be interested in applying to PGDE courses
of undergraduates considering teacher training courses
+3m views of the campaign film, doubled client target for people seeing teaching as ideal choice for them
Tripled client target for those considering applying for teaching courses
Online hub
116,483 unique visitors 9,352 total user registrations 56% of visitors to the register page registered 8% of all website users Registered 30 events held delivering more than 13,000 personal interactions 13,828 pieces distributed 3,157,184 completed views 13 cinemas reaching 320,877 18-34-YO. 14,333,922 impressions, 67,189 clicks, 3,166,353 views, 0.56% CTR, 49,859 total landings, 1,041,745 Facebook engagements
966 quiz views with 3.4 mins ave dwell More than 30,000 emails delivered,
55% average open rate 80
81
82
INDUSTRY INSIGHTS: When: 21 February 4-6pm Where: Edrington Beam-Suntory UK, Glasgow
SPEAKERS: Gareth Brown, Marketing Director, Edrington Beam-Suntory Ekaterina Kolesnik, Marketing Manager, Edrington Beam-Suntory Marco Di Ciacca, Senior Brand Manager, The Macallan & Highland Park 4PM | GLASGOW FREE FOR MEMBERS
Thursday 28 February Carat
Credibility in the Digital Age
4PM | EDINBURGH FREE FOR MEMBERS
12 March 4-6pm Whitespace | Edinburgh SPEAKERS: THOMAS BARTA
4PM | EDINBURGH MEMBERS - £50 NON-MEMBERS - £75
24 APRIL | 9AM – 4PM TECHNOLOGY & INNOVATION CENTRE, GLASGOW
#DIGITALDAY19
DIGITAL DAY 2019
#MSSInspiringMinds
FEEL FREE TO STAY AND CHAT TO OUR SPEAKERS