Work Package 11 – Marketing and Press Work Phase 2

Market Introduction – Staff capacity: 16,56 PM, external labour: 8.000,00 EUR

Goal of the Work Package in Overall Project Context

The goal of the work package is the strategic introduction of the “Professor S.” @Home version as well as the school version to the market. This includes the development of a marketing concept, a marketing strategy, their implementation and press work.

Results as Conclusion of the Work Package

  1. print materials (brochures, manuals, flyers etc.)
  2. giveaways for conventions
  3. press texts and mailer for phase 2
  4. press clippings of phase 2
  5. statistics and analysis of the online campaign

Description of the Work Package

Conception and strategy are developed and executed in order to introduce the brand of “Professor S.”, the school and the @Home version to the main target market (children, teachers, educational staff and parents or guardians). These steps are accompanied by press work, appearances and presentations at congresses and conventions.

The following steps will be completed:

  1. development of print material (brochures, manuals, flyers etc.), including conception, layout, design and production
  2. development of promotional giveaways for conventions, including conception, layout, design and production
  3. planning and coordinating of convention and public appearances with subsequent analysis and evaluation and possible post-processing of the market introduction strategy and the correlating continuing press work (if needed)
  4. continuing of online and social networking campaign
  5. creation of press, concept, text and mailings, including emails in designed mailing (HTML) and social media strategy
  6. press work: communication of the official launch of the school version, accompaniment at conventions (for example LBM, Didacta), also as trigger for relaunch of the communication to the game
  7. press work: recontacting important editors with certain focus, like for example the topic media competence in the case of children and the use of the game at hot spot schools or integrational schools
  8. creation of a press clippings collection (analogue/digital)
  9. coordination of phase 2, ongoing alteration of the strategies based on market events

External Labour

NN – SEO: 8.000,00

Work Package 11.1 – Production of Giveaways and informational Material for Conventions

Small giveaways like keyrings and informational material and stickers will be produced for the convention appearances.

Work Package 11.2 – Phase 2 of Social Media and Community Management

The contacts from work package WP10.6 will be expanded. Through these channels, information and news about the project will be released. Dialogue with potential clients will continuously be maintained.

Work Package 11.3 – Publicity, Press and Convention Appearances

Here, press work leading up to and during the Learntech Convention will be done as well as the organisation of the appearance itself.

Work Package 11.4 – Search Engine Optimisation (SEO) Learntech Convention

Search engine optimisation in preparation of the Learntech Convention will be done.

Work Package 11.5 – Completion of Learntech Convention (Milestone)

In this step, the convention appearance will be carried out. This includes staff at the booth as well as appearances and presentations during the convention.

Work Package 11.6 – Analysis of Web Statistics of the Learntech Convention

Here, the optimizations from work package WP11.4 will be evaluated and, if needed, altered.

Work Package 11.7 – Post-processing Learntech Convention

The contacts and clients from the convention will be evaluated and processed.

Work Package 11.8 – Seach Engine Optimisation (SEO) Didakta Convention

Search engine optimisation in preparation of the Didakta Convention will be done.

Work Package 11.9 – Conducting of Didakta Convention (Milestone)

In this step, the convention appearance will be carried out. This includes staffing the booth as well as appearances and presentations during the convention.

Work Package 11.10 – Analyis of Web Statistics Didakta Convention

Here, the optimizations from work package WP11.8 will be evaluated and, if needed, altered.

Work Package 11.11 – Post-processing of Didakta Convention

The contacts and clients from the convention will be evaluated and processed.

Time schedule WP11:
5.11