Ticket to the world campaign

Ticket to the world 2018 Campaign document

www.ef.com/ worldticket

Poseidon campaign name: gh_worldticket

Ticket to the world Campaign overview

Goal Generate leads and open doors to schools and universities

Campaign Info Goal / Target

Generate new names by offering a prize that engages our target audience (multiproduct; with a primary focus on 16 to 28 year olds).

Concept An epic ticket to the world! The winner puts together the perfect itinerary and travels to three EF destinations in three weeks.

Grand Prize A 3-week language study abroad trip to three different EF destinations of choice. This campaign is very flexible though. You can adapt it to your market calendar and offer a local prize. Just make sure it still fits the concept.

Launch Dates Central promotion: D1 (Sept/Oct–Jan 2019).

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Ticket to the world User flow

Homepage

Select destination 1

Select destination 2

Select destination 3

Form

Thank you page 02

Ticket to the world Auto reply and follow up emails

Emails It’s important that we connect to the user right away while the campaign is still fresh in their minds. Thus, we’ve created two follow-up emails to convert users faster into TBC’s. If a customer doesn’t convert to a TBC after the first autoreply email, they will receive the second one. If, however, they become a TBC, they will not receive any campaign related emails.

The emails will be set-up centrally. A step-by-step guide will be provided seperately.

Autoreply

Follow up (5 days later)

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Ticket to the world Campaign promotion

How to promote this campaign • Offline, online, partners, ambassadors, A14, blogs, influencers.

Available assets • Short videos for Instagram Stories and Snapchat.

• In-feed Ads for Instagram and Facebook.

• Flyers and posters.

All ad assets are available in the Marketing Hub starting Monday, August 27th 2018.

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Ticket to the world Campaign promotion

Covering the basics ef.com promos drive traffic directly to the campaign site www.ef.com/worldticket. Set them up for the Products, which will be pushing the campaign and make sure to use messages that work best for your audience.

You can find the promos here: /sitecore/media library/ efcom/2018/promotions/worldticket/

Win a ticket to the world!

Find out more

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Ticket to the world Campaign promotion

Facebook ads We’ve created content and visuals for every type of audience – adventurers, city lovers, dreamers, etc. – so make sure to test what works best in your market.

Allocate budget In order to see a solid result, you’ll need to invest enough advertising dollars. Speak to your Digital Advertising Manager to plan ahead your ad spending.

Follow up It’s important that you have a solid follow-up strategy to requalify the names via email marketing and retargeting ads.

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Ticket to the world Campaign promotion

Instagram ads Don’t forget to use the hashtag #efworldticket, where appropriate, when promoting your ads.

Hashtags can drive engagement (imagine the conversion rate!), expand reach and create relevant user generated content. Consult your Digital Advertising manager on best ways to use it in your market.

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Ticket to the world Campaign promotion

Instagram and SnapChat stories (static) Speak to your Digital Advertising Manager on how to use stories in your market.

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Ticket to the world Campaign promotion

Instagram and SnapChat stories (video) Speak to your Digital Advertising Manager on how to use stories in your market.

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Ticket to the world Campaign promotion

Bloggers Spread the word!

Reach out to Influencers! “Ticket to the World” is a great opportunity to reach out to your bloggers and have them promote the campaign. The more the blog is connected to travel and lifestyle, the better.

The EF Blog Do you need blog posts for your promotion? Check out our very own EF blog – www.ef.com/blog – we have amazing pieces related to traveling that you can push in your social media posts and email marketing.

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Ticket to the world Campaign promotion

Offline Materials: Posters Use the posters to display in universities, schools and offices. Make sure your site is 100% ready before using this promotional channel. Available upon request via the Marketing Hub.

www.ef.com/marketing

A4 Posters 11

Ticket to the world Campaign promotion

Offline Materials: Flyers Use the A5 landscape and portrait flyers as handouts at fairs, events and Action 17 efforts.

A5 Portrait

A5 Landscape

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Ticket to the world Next steps

How to get your campaign off the ground

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Ticket to the world Key dates

How to plan your marketing

Week of August 27th

Week of September 3rd

Flexible

What’s available

Campaign Document

Soft-launching in test markets (if you’d like to be one of the first test markets and the first ones to launch, get in touch with us!)

Campaign launch dates are flexible for each market. Your website will go live once it is QA-ed and the auto-reply emails are set up.

A roll-out schedule will follow.

Offline and online ad assets Translation tool

Central push: Sept 2018 – Jan 2019.

What you need to do

Start translating your website and emails.

Translate Terms & Conditions (optional).

Start requesting your offline and online ad assets

Once your website is pushed live, you can start promoting your campaign via your offline and online channels.

Send launch emails to Ambassadors, Interests and EXPAXes.

Key Contacts Project Manager: Ludmila Nazaria, ludmila.nazaria@ef.com Digital Advertising: Your Digital Advertising Managers

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Ticket to the world Translations

Translations Your website will be translated using an online translation tool, where you’ll be able to translate all your copy directly.

Step 1 Each campaign responsible will receive a designated URL for the tool, valid for your market only. If you haven't shared your campaign responsible already, please get in touch with Central.

Step 2 Translate the copy. Please respect the length of text and make sure the length of your translated copy does not exceed the English version. This is especially important for CTAs, headlines and titles - keep them as short as possible in order to avoid breaking the design.

Translation tool

Step 3 Update your T&Cs (the T&C document will be sent to all the campaign responsibles). This step is optional.

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Good luck!

Let’s go for the biggest reach and, most importantly, the biggest lead generation campaign of all time!

ef.com/worldticket