Tactical Execution

TACTICAL EXECUTION INCL. SOCIAL ADS

All initiatives across the social media channels include a combination of the following:

AIM
- Maintain, engage & grow the social media community with regular content updates, challenge news, countdowns, winner announcements, impact stories & testimonials.

CONTENT PILLARS
- Challenge Countdown & Build-up [See example]
- Challenge Announcements [See example]
- Gameworld Graphics & Recruitment messages [See example]
- Teacher’s Club invitations [See example]
- Star Teacher Voting [See example]
- Quest releases [See example]
- Winner Announcements [See example]
- Learner & Teacher Photos [See example]
- Testimonials [See example]

AIM
- Expand Facebook & Instagram reach, using the best content on social pages to promote to a lookalike audience (friends of followers) to encourage wider challenge participation.

TARGET AUDIENCE
- Lookalikes, Friends of current followers & targeted demographic audiences.

CONTENT PILLARS
- Challenge Start Announcement
- Countdown & Build-up
- Registration calls to students

AIM
- Advertising campaigns drive a specific strategic outcome (i.e Website visitors, new registrations, new followers)
- The best use case for segmented audiences (custom lists, remarketing campaigns or niche audiences) with multiple targeting parameters, tracking pixels, niche audiences & A/B testing.

TARGET AUDIENCE
- Custom audience & remarketing lists of teachers & learners respectively.

CONTENT PILLARS
- Next Challenge Announcement Registrations are open!
- Challenge is LIVE.
- New Questworlds

DETAILS & EXAMPLES OF ADS
- Criteria for ads:
  - Before you start your ad, you need to decide what type of ad you want to launch (Video ad, carousel or still image ad for example)
  - You need to include your visual, whether a still image, video or a couple of images
  - Decide on what your CTA button is (Facebook provides you with a list of options. E.g. learn more, sign up etc.)
  - You need to include the link that you would like to direct people to (e.g. Home page, registration page, RSVP form etc.)
- Spend on Ads
  - Typically we have spent between R500 - R2000 per ad, depending on the objective of the ad.
  - For most recruitment ads (where we are trying to get teachers or students to register), we spend between R1000 to R2000 per ad.
  - For ads where we are trying to perhaps market something/inform people about something(for example, completing the learner survey) we will spend about R500.
- What has worked well:
  - Page Likes Ads work exceptionally well to grow a Facebook Page. It is how we started growing both Kenya + Rwanda Facebook Pages.
  - One of the simplest ways to measure how well an ad has worked is by looking at your cost per result.
  - A typical example of one ad for teachers and one ad for learners that have worked well in the past is shared below for context:

Resources:

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