Awareness Phase Marketing Actions

AWARENESS PHASE MARKETING ACTIONS

Timeline recommendation: 2 months prior to Challenge start date

The intention of this period is to build momentum towards the next Wavumbuzi edition. It includes announcing the upcoming start date to schools, learners and teachers who have previously participated and to procure the buy-in and support from influential audience segments (i.e Principals, DDE/DEOs) that encourages teacher and learner participation.

Examples of tactical marketing actions during Awareness Phase

• New Registration Links live

  • We want to optimize the momentum of the Awareness Campaign by making sure that schools and teachers are able to complete their registration, even if our formal recruitment phase hasn't kicked off yet. Consider it an ‘early-bird’ registration campaign.

• Advertising Campaign kicks off

  • This involves activating our social media ads announcing the next Challenge date, setting our Google Ads live to create visual awareness and the PR campaign starting to announce that the next Wavumbuzi Challenge is starting soon.

• Social Media Content Creation, Monitoring & Engagement Kicks off

  • Start sharing social media posts on the different channels as part of the build-up to the launch of the Challenge starting - share posts where registration links are provided.

  • Update all bio information on social channels to reflect registration links.

  • Along with sharing posts, you need to make sure that you are engaging with all followers by responding to comments and any messages that come through.

  • Make sure that you are monitoring all the social media channels so that no messages/comments/tweets or stories go unnoticed.

• In-School Awareness Campaign starts

  • School Posters are distributed and put up in schools to inform learners of the next Wavumbuzi Challenge.

  • School visits are made by ambassadors and the Teacher Liaison officers to start creating awareness about Wavumbuzi in schools and hand out activation packs (branded notebooks, stickers, pens, t-shirts etc - depending on budget).

• Principal or DDE/DEO Workshops

  • From previous challenge experience, we’ve learned that it’s invaluable to get the buy-in and support of Principals and DDE/DEOs prior to the start of the recruitment phase. These Principals and DDE/DEOs encourage their teachers to register and represent their schools in the national Wavumbuzi Challenge.

  • Prepare a timeline and webinar presentation to introduce Wavumbuzi to them, explain our vision and provide results and feedback from previous iterations.

  • Update invitations to attend webinars and circulate via Network Partners or previously participant databases

• Public Relations Management

  • Manage the Public Relations Agency relationship by:

    • Ensuring that all media articles/radio interviews/ influencer posts etc. that were scheduled to be released go out

    • Ensure that the PR agency keeps track of all coverage and shares any necessary resources with (for eg. links to articles/radio interviews etc.)

    • Make sure that the PR Agency is following through with their content plan

    • Provide any input/ideas