Loyalty Phase Marketing Actions

Loyalty Phase

Timeline recommendation: From the End of the Challenge until the Pre-Campaign Planning Phase

The intention of this period is to build loyalty and trust with the teachers, learners and stakeholders who have been involved in the Challenge so that they will eagerly await and participate in the next one. In this phase, we also need to build loyalty and trust with potential individuals with whom we would like to get involved (E.g. Teachers/learners who have not participated or who did not complete the Challenge).

Examples of tactical marketing actions during Loyalty Phase:

• Grand Awards Event

  • Once the Challenge is complete, the national awards ceremony takes place per country (each challenge has an awards ceremony). The purpose of the awards ceremony is to:

    • Announce the overall challenge winners (teachers, students and schools)

    • Acknowledge and appreciate Key Partners

    • Celebrate the closing of the challenge + all is participants

    • Get people excited about the next Challenge (and share details about it, if available)

  • Please read more about the marketing team's responsibility when it comes to the Awards Ceremony on the Awards Planning Page.

• Testimonials & Impact Stories

  • With the help of the Teacher Liaison, the Junior Marketing Officer needs to build up a collection of testimonials from teachers and learners so that they can be shared:

    • On Social Media (for proof of impact)

    • In reports

    • At the Awards Ceremony

    • In future for marketing purposes.

• School Visits & Prize Giving

  • After the Awards Ceremony, the Wavumbuzi Team visits the winning and top achiever schools to handover their prizes and celebrate their achievements.

  • The Marketing Team needs to assist them by preparing the necessary merchandise/designs beforehand, that they may need for the visits (E.g. Pull-up banners, t-shirts, Certificates etc.)

• Public Relations Management

  • Obtain a report from the PR Agency on everything they achieved throughout the Challenge.

  • Evaluate their effectiveness and discuss possible ways to improve in the next Challenge/things you'd like to be done next time.

• Comms Management + Content Creation

  • This includes drafting & sharing all the necessary information on the communications channels (email, SMS, WhatsApp + social media) regarding:

• Awards Ceremony

• Prizewinners & Top Ahievers

• Testimonials

• School Visits & Prize Handovers

• Public Relations Articles

• Social Media Monitoring & Engagement

  • Continuation of sharing social media posts on the different channels

  • Continuously engaging with all followers by responding to comments and any messages that come through.

  • Continuously monitor all the social media channels so that no messages/comments/tweets or stories go unnoticed.

Questions To Consider In This Phase:

• How do we get learners and teachers to participate again?

• How do we keep Wavumbuzi on their radars until the next Challenge so they don't forget about us?

• How do we showcase how Wavumbuzi is making an impact in schools and individuals?

• How do we celebrate those who participated and make them feel special?

Answering and fulfilling these questions would mean that we are hitting the nail on the head during this phase.