16am efchallenge campaign document
DESCRIPTION
ÂTRANSCRIPT
International Language Centers
01/ CAMPAIGN OVERVIEW 02/ CAMPAIGN TIMELINE
05/ CAMPAIGN PROMOTION - ONLINE
- OFFLINE - MEDIA OUTREACH
03/ CAMPAIGN PRIZES
04/ HOW THE CAMPAIGN WORKS 06/ CONTACTS
EF CHALLENGE - TABLE OF CONTENT
CAMPAIGN GOALS
EF CHALLENGE - CAMPAIGN OVERVIEW
TARGET AUDIENCE - MULTIPRODUCT 1. Student ages 11-142. Student ages 15-193. Language teachers & school directors
CAMPAIGN GOALS > Open doors to schools with a non-commercial message> Collect names of students and teachers> Develop long-term partnerships with local schools and teachers> Strengthen EF’s position as a leading academic partner
NAME - EF CHALLENGE WEBSITE - WWW.EF.COM/EFCHALLENGE
The EF Challenge is an international speech competition that will enable students from all around the world to present their ideas on language learning, communication, and education.
NEW THIS YEAR: > 3 target groups (younger and older students & language teachers) > Speech submission process is simplified > Video examples are shown on the website > New videos will be added to website as soon as they are approved
CAMPAIGN OVERVIEW
03
EF CHALLENGE - TIMELINE
WEBSITE LIVE & REGISTRATION STARTS 1st of October 2015
REGISTRATION DEADLINE 15th of March 2016
SPEECH SUBMISSION DEADLINE 1st of April 2016
NATIONAL WINNERS ANNOUNCEMENT 15th of April 2016
GLOBAL WINNERS ANNOUNCEMENT 30th of April 2016
EF YOUTH LEADERSHIP FORUM IN RIO August 2016
PROMOTIONAL TIMELINE August 2015 - March 2016
FIRST PUSH Distribution 1: August/September 2015
SECOND PUSH Distribution 2: December/January 2016
CAMPAIGN TIMELINE
04
EF CHALLENGE - PRIZES
PRIZES
Up to 10 teachers will win a TTC course or be part of the EF Youth Leadership Forum
300 students and teachers will win a 3-month English course at EF Englishtown
Up to 10 students will win a two-week language course
20 students will be selected to participate in the EF Youth Leadership Forum in Rio de Janeiro, Brazil
Two Class trips to the UK or Singapore
05
EF CHALLENGE - HOW CAMPAIGN WORKS
1. Students and teachers register on the campaign page and receive an auto- reply email
2. The auto reply contains instructions on how to write, give and upload the speeches
3. All participants will write and record speeches that answer the question “Do you believe nothing is impossible?”
4. After the videos of the speeches have been uploaded, they will be approved centrallly and show up on the campaign page
4. Local campaign managers will choose the local winner
5. Central campaign team will pick up the national winner
NOTE: You can adapt EF Challenge campaign to your market’s needs. Just make sure you inform us.
HOW THE CAMPAIGN WORKS
06
HOW TO PROMOTE THE EF CHALLENGE
WE HAVE CREATED PROMOTIONAL MATERIALS THAT SUIT ALL OF YOUR NEEDS. THERE ARE A LOT OF WAYS TO PROMOTE EF
CHALLENGE - CHOOSE THE ONE THAT WORKS BEST FOR YOUR MARKET.
EF CHALLENGE - ONLINE MATERIALS
ONLINE MATERIALS
> Campaign website www.ef.com/efchallenge (showcases all the campaign details and inspires students and teachers to be part of the competition).
> Auto reply email for each category - once registersted, each participant will receive a thank you note that contains tips on how to make a speech and a link to a website to upload their speeches).
> EF Challenge presentation for external use (this document will help you to introduce the campaign to schools and its educational staff).
> E-mail templates - follow-up email templates will be available throughout the whole campaign run time.
> Online banners - various banners with inspiring images that target various age groups are available.
> Facebook and Twitter - make sure you promote the EF Challenge campaign with Twitter and Facebook ads.
> EF.com promos - inspiring EF Challenge images will be a great addition to your product promo page.
08
09EF CHALLENGE - OFFLINE MATERIALS
OFFLINE MATERIALS
International Language Centers
YOUR CHANCE TO INSPIRE THE WORLD
Join the ranks of the world’s most famous speakers and give the speech of a lifetime in front of an international
audience in New York.
www.ef.com/efchallenge
www.ef.com/efchallenge
DO YOU BELIEVE NOTHING IS IMPOSSIBLE? International speech competition
Register before 15th of March 2016
www.ef.com/efchallenge
DO YOU BELIEVE NOTHING IS IMPOSSIBLE?
International Language Centers
International speech competition Register before 15th of March 2016
www.ef.com/efchallengeYOUR CHANCE
TO INSPIRE THE WORLD!
WHAT YOU NEED TO DO:
1. REGISTER WWW.EF.COM/EFCHALLENGE
2. WRITE YOUR SPEECH AND PRACTICE IT ALONE OR WITH YOUR FRIENDS
3. GIVE YOUR SPEECH IN YOUR CLASS
4. WIN!
5. TRAVEL TO NEW YORK
Participate in the EF Challenge for High Schools and present the whole world how languages can open, connect and improve the world. Be in the spotlight
and give a three to fi ve minutes long speech that fi nds a creative and engaging answer to the question”
how do languages open the world for you?”
Give the best and win an unforgettable trip to New York to speak in front of international audience
at the EF Future Global Leadership Forum.
Register before 31st of March at: WWW.EF.COM/EFCHALLENGE
Good luck!EF Team (country)
> Guidelines on speechwriting for students (help students to further improve and practice their public speaking skills).
> Guidelines on speechwriting for teachers (this document helps teachers teach their students how to make a speech).
> Posters. This is the best way to promote the campaign in schools. Campaign posters can be used as an ad in a school magazine or a newspaper.
> Flyers - fairs, a14, addtition to the main distribution package
> Stickers - school kids love stickers! So, let’s give it to them to promote the competition!
> Campaign roll-up - a great way to promote the campaign during fairs and school events.
010EF CHALLENGE - GOOD TO KNOW
GOOD TO KNOW
THE EF CHALLENGE IS A MULTIPRODUCT CAMPAIGN
CAN BE PROMOTED AS ONLINE AS OFFLINE
TEACHERS LOVED THIS CAMPAIGN
STUDENTS LOVED MAKING VIDEOS OF THEMSELVES FOR THE 2015 COMPETITION
REGISTRATION PROCESS HAS BEEN SIMPLIFIED (NO MORE GROUP REGISTRATIONS, TEACHER CODE IS NO LONGER REQUIRED EITHER)
CAMPAIGN FLOW IS MUCH EASIER THIS YEAR
011EF CHALLENGE - MEDIA OUTREACH
MEDIA OUTREACH
THE EF CHALLENGE FOR HIGH SCHOOLS IS A TRULY MEDIA-FRIENDLY CAMPAIGN THAT PRESENTS A NUMBER OF OPPORTUNITIES FOR POSITIVE MEDIA COVERAGE.
PHASE 1 – “Join the EF Challenge!”
The first step is to push for the campaign when it launches. The aim is to engage teachers to join with their students. The main target for this phase is therefore the teacher press.
> Press release (English version provided by central team)
> No central distribution – local distribution only
> Local media lists will be provided by central team by request
> Visuals
> Photos and video from the EF Youth Leadership Forum 2015
> Campaign imagery
> Pitch to teacher media outlets
> Pitch the campaign (using the press release or a rewritten pitch) to teacher media
> Extra material: tips from the experts on being a good speaker
PHASE 2 - “Winners” - REGIONAL/LOCAL DAILIES
Another activity that could provide excellent coverage is to suggest media interviews with the winners. These stories would have a “human interest” angle, which is fantastic when approaching regional or local media since the success of local youths is of high relevance to readers.
> Central team will not provide anymaterial for this phase
> Step-by-step guidelines can be provided upon request
> Please see inspirational articles from Colombia, Vietnam and France
There are a lot of other opportunities to get media coverage for the EF Challenge. Please contact Charlotta Falk for more information.
EF CHALLENGE - CONTACT DETAILS
CONTACT DETAILS
Project Manager
Elena Vogt
Offline requests
www.ef.com/publications
Media Outreach
Charlotta Falk
Social Media
Narae Kim
For all other questions regarding this amazing campaign,
please contact Elena Vogt.
12