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Sales/Engagement Funnel
Sales/Engagement Funnel
The sales funnel is a widely cited consumer-centric marketing model that illustrates a theoretical users journey toward the purchase of a good or service. In the context of Wavumbuzi, the purpose of the funnel model is to help us better understand the key stages of a users journey from hearing about Wavumbuzi for the very first time (awareness) to becoming our biggest advocate and a repeat participant (loyalty).
As we grow a better understanding of this journey and the micro-decisions and considerations a user faces throughout the journey, the more effective we can be in developing marketing and communication material that will optimise the number of users that successfully complete this journey.
The figure below illustrates our user's expected journey at the very highest level.
As the above figure illustrates, the expected journey for a Wavumbuzi user is defined by six key stages. It is important to remember that different users will be in different stages of this journey at different times, depending on a number of factors (e.g. when they begin the journey, the level of interaction we have with them, etc.). As such, at each stage of the journey users will experience different messages which are specially designed to support them in the current stage of their journey and help move them into the next stage of the journey.
Detailed Stage Breakdown
Detailed Stage Breakdown
A more detailed explanation of the different stages of this journey, and the specific communication and marketing initiatives implemented during each stage can be found in the Key Marketing Stages section of this playbook.
Note:
The funnel shape illustrates the proportionate number of users that are expected to occupy each stage of the journey at any given time, recognising that only a small percentage of the users who enter the Wavumbuzi journey (hear about Wavumbuzi) are likely to become multi-year repeat participants and key advocates (loyalty stage). On the basis of this logic, the funnel shape highlights the importance of populating the top stage of the funnel (awareness) with as many people as possible in order to start seeing growth in the final stage of the funnel (loyalty).
As our understanding of the user journey grows and our marketing and communication efforts become better tailored to facilitating our users movement through this journey, so the conversion rate of users from the awareness to the loyalty stage increases, and the funnel becomes further optimised.
Teacher User Journey
Teacher User Journey
The below links redirect to a granular illustration of the expected user journeys for teachers users, detailing the different marketing an communication tactics used to move users through the above funnel.
Teacher Communications User Workflows (Excel v1)
Teacher Recruitment Workflow (Rwanda Ed 1)(Lucid v2)
Teacher Recruitment Workflow (Kenya Ed 4)
Learner User Journey
Learner User Journey
The below links redirect to a granular illustration of the expected user journeys for teachers users, detailing the different marketing an communication tactics used to move users through the above funnel.
[Insert Cradle to Grave Lucid Chart]
[Insert Learner Workflow Video Walkthrough]
Resources
Resources
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