Sarah Burden, Harrison Cox, Chloe Cartmell and Luke Sullivan
LoveTEFL - Background knowledge LoveTEFL (established in 1994) aim to “make teaching abroad straightforward and accessible.” The British Council, which is one of the largest providers for English classes in the world, notes that approximately 1.7 billion people are learning and using English globally in 2015. By 2020, this will become 2 billion. TEFL = Teaching English as a Foreign Language
Aim of LoveTEFL Main objective: to qualify those who want to teach English as a second language in countries where the native tongue is not English.
The Opportunity Teach English during the week but have the weekend free to explore the country you’re now living in. Ensure the audience knows this is a once in a lifetime opportunity to either kick start your career or change paths, travel the world and broaden the languages of others. Jack, LoveTEFL teacher in Thailand
The proposal We propose to make 3 different video adverts to be distributed on 3 different mobile platforms: YouTube, Instagram and Facebook Videos are engaging and we can get creative with stunning visuals of cities Put LoveTEFL into the spotlight and answer high demand for teachers abroad
Trust between brand and audience LoveTEFL are a highly passionate company that is internationally recognised and is English government regulated and accredited. They have a range of courses from classroom, online, and combined. Ensure the audience knows this is a once in a lifetime opportunity to either kick start your career or change paths, travel the world and broaden the languages of others.
Testimonials - “You actually really start to enjoy teaching and seeing progress being made” Jack , LoveTEFL teacher in Thailand - “I would recommend anyone to come through LoveTEFL especially if it’s your first time” Luke , LoveTEFL teacher in Thailand - “It’s fun, it’s something new every time” Katie , LoveTEFL Intern teacher in China
Our audiences Identified 3 target audiences for each video ad: Audience 1 - Students 18+ enthusiastic about travel and culture - YouTube advert in the form of a video Audience 2 - Recent graduates 21+ - Instagram Carousel advert Audience 3 - Recent graduates and experienced teachers - Facebook advert that you swipe across for a photo, a video then another photo
YouTube Video Ad Video engages even the laziest of viewers. We’re wanting to include beautiful cinematography of highly saturated location shots in some of the many foreign countries LoveTEFL provide courses in including Thailand, Vietnam, China, Spain and Cambodia. In 80% of cases, YouTube ads far more effective than TV in driving sales - Matt Brittin, Google
YouTube analytics “YouTube is the place where we can engage with our consumers directly” - Michele Freyre, President, US Beauty at Johnson & Johnson “For many consumers of our clients brands, YouTube is the video platform of choice” - Susan Schiekofer, Chief Digital Investment Officer at GroupM Testimonials: Brandcast 2018: Brand and agency leaders drive results with YouTube | YouTube Advertisers
Visions board of YouTube Video 30 seconds, lots of quick cutaways of the visuals Enticing language: “Are you Voiceovers (with captions) of ready to start your adventure?” testimonials from interns on the courses endorsing them End tagline - ‘LoveTeaching, LoveTravel, LoveTEFL’
Brief Project objectives - Provide an answer to the high demand of teachers instructing English in foreign countries Target audience - 18+ students or postgraduates interested in travelling, pushing the idea of ‘adventure’ Key messages - Fun packed opportunity to earn while enjoying your free time in another country Distribution - YouTube 30 second video ad Tone of voice - Fun yet informative Mandatory elements - Lots of visuals, LoveTEFL logo and tagline
Instagram Carousel Advert 80% of accounts follow a business on Instagram, with over 5 million accounts active every day. Carousel adverts - “Add another layer of depth to campaigns, where people can swipe to view additional photos or videos in a single ad.” (business.instagram.com/advertising) Include one LoveTEFL course per video swipe.
Mock up of Instagram Carousel Advert Left: Scroll through for eye-catching video visuals of the foreign countries 5 potential countries: Thailand, Vietnam, China, Spain, Cambodia = 5 video swipes Analytics
Brief Project background and objectives - To get more qualified graduates teaching english abroad. Target Audience - Recent Graduates age between 21 to 30 years old Key messages - To inspire/ motivate young people to travel the world while gaining new experiences by teaching english in foreign countries. Distribution - As Instagram ads using both still images and videos. Tone of voice - Same as Youtube’s ads light, friendly yet informative. Mandatory elements - The LoveTEFL logo, their Tagline and a link to their web page.
Facebook Video Ad “The goal of News Feed is to show you the stories that matter most to you” - Algorithm - Short But Sweet
Brief Project Background and Objectives - Traffic to the website Target Audience - Recent graduates and experienced teachers - FB advert Key Messages - LoveTEFL courses are for both new and experienced teachers Distribution - via Facebook carousel adverts (photo, video, photo) Tone of Voice - Light and enticing Any Mandatory Elements - Logo and tagline, website link
Why Facebook? Facebook has 2.2 Billion + monthly active users Approx 1.47 Billion Daily users.
Carousel Advert Left: Mock up of Facebook advert layout “Instead of creating content, for your brand , that people interact with, we need Carousel advert with photo, to start creating content, for the people , video then another photo that will spark enough emotion to generate a comment or share.”- Buffer
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