Blog 2: Content Campaign

May 12, 2022

Blog 2: Content Campaign

Introduction

The objective of this campaign is to increase registrations by 20% for the 2024 International Rugby Programme by October 31, 2023. The strategies to achieve that objective will be to 1). Increase awareness with a 'learn more' CTA via weekly timeline ads on LINE and 2). To post fortnightly videos via YouTube to increase OBHS website traffic. The content used within those strategies includes an image, an infographic and a video. The image will be used to engage the buyer persona 'Mr Tanaka' in the awareness stage. LINE is Japan's largest social media platform with 86 million monthly active users (DMFA Marketing Team, 2021). Placing the image on LINE means the image will be evident and discoverable to Mr Tanaka and similar buyer personas. The wording within the image reflects the reputation of OBHS rugby over time. Text to do with the school values such as 'tradition' and 'history' also reflects the Japanese culture being similar to the Maori culture within New Zealand. The infographic will take Mr Tanaka a step further from becoming familiar with the International Rugby programme and move him to the consideration stage. The information included in the infographic will help Mr Tanaka to see how OBHS International Rugby Programme can solve his pain point in finding a good rugby school in NZ for his son and allow him to improve his rugby skill and ability. Key facts and prominent names like Richie McCaw in the infographic will also help Mr Tanaka build trust in the school and the programme. The video will increase the chance of Mr Tanaka deciding if the OBHS International programme will be the right one for his son. The content used in this video within the decision stage shows Mr Tanaka the visual evidence of what his son will experience and how this programme differs from what other schools offer. This content below is within a storyboard where the different frames show what will happen for each scene, the type of shot taken and what graphics/music will appear. To achieve the image, infographic and video within the campaign, several production timelines will need to be established. The goal of the timeline is to determine the responsibilities of those creating the content and by when and outline what other resources are required. Below are the different production timelines for the image, infographic and image. Considerations regarding the video's timelines include the setting in a school, and working around processes and availability needs to be considered, so a more extended timeline will be included. The Japanese language will be shown in subtitles through video editing to support the buyer persona and target audience.