Global Gateway
Gathering data and raising awareness by linking a survey to a 'live' marketing campaign
Background
The DCSF Global Gateway, managed by The British Council, has been set up to assist partnership relationships between schools in the UK and those elsewhere in the world.The success of the gateway initiative is measured on the basis of registration quotas. While the signup rate is satisfactory, and schools taking part in the scheme are very positive about their partnership experiences and the quality of support they receive, the organization was interested in exploring the receptiveness of teachers to different marketing messages.
Objectives
- To test the success/conversion rates of different marketing messages and approaches.
- To explore awareness of a 'global curriculum' amongst users and non-users of Global Gateway, to find out more about international partnerships, and to gather feedback on Global Gateway.
The research was divided into two phases: As part of phase 1, Schoolzone worked with Global Gateway to create and design three animated ‘gif’ adverts, which formed the basis of a short survey mailed to the Schoolzone Database. Respondents were asked to click on their preferred advert, and answer questions relating to their choice.
Phase two, involving a longer online survey, capitalized on the exposure generated by phase 1. The survey gathered a comprehensive body of data which provided information and detail on the research objectives, offering valuable data which will feed into the Global Gateway marketing and development strategy.
Outcomes
- Global Gateway was able to test responses to marketing messages using a ‘live’ campaign, which gave teachers the option of clicking through to the site. This not only provided evidence regarding market message preferences; at the same time it also raised awareness of Global Gateway and the services it offers.
- As a result of phase 2 of the research, Global Gateway has a far greater understanding of how their website is being used by teachers, and which areas are most relevant to teachers’ needs.
- The research has highlighted some useful statistics about awareness and user satisfaction, which can be used to drive their marketing campaigns.
Added Value
- By understanding more about teachers’ expectations and requirements regarding international partnerships, Global Gateway will be able to focus future investment on key areas of need. The research is also likely to result directly in increased takeup of the service: of those who had not seen Global Gateway prior to the survey, 50% are likely to use it in the future and 18% are very likely.
 Thanks
for your hard work on the report - we are still reviewing
the information packed into it! Thanks particularly
for the changes made at the last minute and still getting
a perfect survey out there on the day
Liz Hitchcock
Editor,
www.globalgateway.org
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