PERFORM, ANALYSE AND GROW WINTER S MARKETING UPDATE August 2016
Overview Since that time Who visited the was launched to parents on the website we have welcomed 49,588 vistors. 64,712 times. Users from 155 countries, Of those visits 46,363 were on or 145 languages. with 18,349 on desktop.
Who we re targeting We are targeting the following demographics across social media and digital marketing: 1. Global locations - particularly UK, Dubai, Abu Dhabi, Saudi Arabia, Thailand, Malaysia, Hong Kong, Singapore, Switzerland, Spain, France, Germany. 2. Men and women (although some gender targeting is being tested for mums), 28-55 age range, 40,000+ income. 3. Interests - parenting, education, schools, moving overseas, moving to the UK, overseas property, relocation services, expat pages, new jobs, international schools. 4. Industry - education management and all professions, particularly oil and energy, banking, pharmaceuticals (those who move abroad for work). 5. Those who follow existing expat interest accounts such as HSBC Expat Explorer and Telegraph Expat as well as those organisations with similar global audiences such as Emirates, British Airways and Mercedes Benz.
Social media Impressions Facebook: 1,408,240 (48.85%) Twitter: 1,290,000 (44.75%) LinkedIn: 184,403 (6.4%) Note: impressions tells us how many times our posts have been seen.
Digital marketing Winter s has engaged in online advertising using Google Adwords and banner advertising on Google s Adnetwork. This has achieved the following: Total impressions: 16,939,554 10,000,000 7,500,000 5,000,000 2,500,000 Total traffic delivered: 32,662 24,000 18,000 12,000 6,000 0 June July August June July August 0 PPC/Video/Banners PPC/Video/Banners
Content marketing Search engine optimisation (SEO) Through Content Marketing, the Winter s brand and content has featured in over 100 sites such as The Telegraph, MSN, The Guardian, BBC News, Sky News, CNN and Parents.com, just to name a few. Winter s is improving it s findability on search engines. Popular articles found through web searches include: The World s Largest School School Food Around The World Top 5 Questions Dubai: International City Changing Schools During GCSE Years For example, Winter s now appears on the first page of Google Searches for World s largest school, amongst publications such as Time, The Guardian, Mail Online and Wikipedia - this highlights our commitment to being an authority on international education.
PR Winter s has been featured in a wide variety of offline and online publications, demonstrating how the site s brand and reputation is building a global reach. Estimated total reach 1,805,000 since launch. China s Global Times with a readership of 1,350,000 featured Winter s both online and in print. Look out for the features in the August/ September issues of International Teacher and Good Things Magazines.
The Winter s infographic Animated and engaging, the infographic highlights some fun facts of interest to an audience of parents thinking about moving to new countries. It was created to help generate awareness of the Winter s brand and its alignment to our users key needs and interests. A bold illustrated style was used to ensure it stood out among the many communications our followers received, as well as on sponsored posts delivered to our targeted audiences. The infographic has been viewed 10,672 times in 137 countries since it was launched on 18th July. http://movingabroad.wintersschoolfinder.com The infographic won an award for design from cssdesignawards.
Healthy Body, Healthy Mind In the coming year Winter s is partnering with key organisations to highlight: When children eat better, they do better: they are in better shape to reach their potential (Children s Food Trust 2016) With a proven commitment to children s health, schools with international students lead the way in the provision of healthy and innovative menus. We will use photography, video and written content from school members and industry spokesmen to bring this great work to our global audience. We will feature food cultures from around the world. How do you make school food look good, taste good and smell good? What is the perfect packed lunch? What makes a great dining space? The content hub will act as a focus for marketing, PR and SEO with more specific campaigns being featured throughout the year. Look out for further updates!
Forecast traffic Launching during the summer, a traditionally quiet period of the year, has allowed us to perform initial marketing tests in an efficient and costeffective way. Working with Google, this has allowed us to optimise our targeting in preparation for increased interest from parents. We are now averaging 1,600 clicks per day to the website, and we are expecting around 50,000 views in the coming month of September, as outlined below. Our research has shown that December to March is the optimum time of year for parents looking for schools, so we would expect our annual traffic to peak around that time. Traffic estimates 160,000 120,000 80,000 40,000 0 June July Aug Sept Oct Nov Dec Jan Feb March Apr May June July Aug Sept Oct Nov Dec Jan Feb March Apr 2016 2017 2018 Actual Forecast
What s next As well as continuing to grow our parent audience and develop our school listings, Winter s have been asked to explore a content sharing agreement with Rightmove Overseas. A test programme is currently being developed which will give Winter s and its members a high profile before Rightmove s 1.4 million monthly audience around the world. Winter s is also exploring a partnership with isams so that the Winter s child passport can drop seamlessly into the isams admission system. Key members of the Winter s team will be visiting Europe, The Middle East and Asia this autumn. If you would like a meeting with us or would like to get in touch with us on any issue please call +44 (0) 330 333 4294 or email es@wintersschoolfinder.com. We would be delighted to hear from you. All figures correct as of 29/08/16 Photos courtesy of our member schools: http://www.wintersschoolfinder.com/articles/around-the-world-music/ http://www.wintersschoolfinder.com/articles/around-the-world-sports/ http://www.wintersschoolfinder.com/articles/model-united-nations/