16am efchallenge campaign document

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

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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

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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

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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

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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.

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09EF CHALLENGE - OFFLINE MATERIALS

OFFLINE MATERIALS


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


DO YOU BELIEVE NOTHING IS IMPOSSIBLE? International speech competition

Register before 15th of March 2016


DO YOU BELIEVE NOTHING IS IMPOSSIBLE?


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.

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16am efchallenge campaign document

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