Coding skills for young ex-offenders

The project has progressed really well and we are now seeing our students either progressing to college or getting jobs. In terms of impact - the ability to Code really makes a difference. We have 200 students on the books of that cohort 80 per cent will get a job in a tech firm.

Marketing and communications strategy for the next phase of growth

Introduction

On Thursday 10 September, firstlight Public Relations met with Dr Tony Sewell to discuss whether support from the agency might be useful. Tony explained that despite significant success, with around 200 13-14 year old students currently enrolled, time and capacity issues are holding back the organisation. A plan is needed for a more systematic marketing approach to broaden Generating Genius’s impact beyond London.

Objective

To create a marketing and communications plan that will raise awareness of Generating Genius as a national programme for ex-ofenders.

SWOT Analysis

Before initiating marketing activities, it’s important to understand the organisation’s Strengths, Weaknesses, Opportunities and Threats. We think these are broadly:

Internal                                                           External

Strengths

Opportunities

• Track record – circa 200 students per year
• Expert understanding of a social problem
• Esteemed team and high profile sponsors
• Open field - nobody else fulfilling the role
• Aligned with Government priorities – narrowing the gap and STEM in the UK
• Programme fits around existing needs
• Successful case studies currently on the programme

Weaknesses

Threats

• Size of problem vs. size of organisation
• Demands on HT/Head of Science time
• Perceptions of time and commitment

•  
• Alternative programmes launched
• Employers perception negative
• Focus on 5 A-Cs rather than ability
• Inertia –

We will use the Opportunities as the lens through which to direct our activities:

The Open field means we can stake-out our position as experts in solving a major social problem and ensure a future for the brightest kids who would be otherwise left behind.

Being aligned with Government priorities on social exclusion and promoting STEM means we can secure top-tier endorsement and overcome doubters.

Success case studies are the proof of the pudding and the most powerful endorsement for why schools should open their doors and budget to Generating Genius.

Stakeholders

With a clear understanding of where the opportunities are, we can start mapping who we need to speak to. Resources and time are limited which means careful targeting of decision-making individuals and organisations that are influential in the education environment.

Plan of action

The proposed plan is built around three platforms:

• Creating Awareness
• Making engagement matter
• Communicating expertise

Creating awareness

One of the most important tasks is to tell or remind people of Generating Genius’s presence and achievements. In its simplest form this is about making sure we are in the right places and have the right materials to convince decision makers.

Briefing packs

There is no need to reinvent the wheel. We would propose a slight rework of the copy on the website and the information leaflet to create a briefing document for email and hard copy distribution. We would propose bringing some key sections to the front of this document.

Having made the case for ‘why wouldn’t you do this’ we would then go into more detail around how the programme works.

This would be used to create two briefing packs. The electronic format would be a PDF booklet. This is a very accessible document which can be opened on most computers. It can also be updated easily as the organisation evolves. This would be emailed to a target list of head teachers, department heads and the university stakeholders.

The hard copy of the briefing pack would be a printed version of the electronic document contained in a simple folder which allows for a tailored piece of collateral to be added and a business card inserted. For instance, at a Parliamentary event, a briefing document on success in particular MPs’ constituencies could be added.

Key events

We would recommend a presence at:

Case studies

Your successful students are the most powerful case for participation. We propose to capture their experience so it can be profiled for stakeholders. We would meet and interview two to three of your outstanding people now at university and profile them:

• As case studies for the media. A one page write-up and photograph which we can send to journalists writing about Generating Genius. This would be a key piece of collateral for a media outreach programme.
• As video shorts. Two minute videos which we can place on YouTube (and amplifying this through social media) and place on the website. Video is a powerful way of improving on-line search rankings.

We would ensure that everyone participating as a case study fully understands when and where their story might be used and a consent form would be signed.

Local media kit

A very effective way of creating momentum is to profile participation by a school with local media. This gives publicity to both Generating Genius and the school. With resources and time being tight, the best way to achieve this is through a template approach.

Firstlight would create a news release to be ‘top and tailed’ with local information and quotes when new schools come on board. Firstlight would manage this process on your behalf and email journalists the news release and supporting materials.

The commitment required by Generating Genius would be to manage approval and go-ahead with the school to approach the local media, and to be available to answer any follow up questions or facilitate interview requests.

Making engagement matter

Two simple, visually sriking ideas could help reinforce the value you bring.

Genius Mark

A kite mark logo could be given to participating schools, universities and corporate partners. This would be provided in a digital format to allow stakeholders to insert this on their websites. It could also go on email signature blocks, stationery, and promotional leaflets.

The Genius Mark would act as a visual cue for everything Generating Genius can achieve. It would reinforce the relationship with those stakeholders, whilst giving them the opportunity to profile their involvement in the programme. Although we don’t want to encourage competitiveness between schools, it could be a nice differentiator – a sense of pride for the school committed to the agenda.

The launch of the Genius Mark would be a media opportunity. We would issue a news release supported by stakeholder quotes (and Government if possible). We would also provide a template letter/email for schools to send to parents.  

Infographics

We can explain the problem and our achievements towards it in a compelling way using infographic designs. We would distribute these through social media (see below), email to stakeholders at appropriate times (around events or education milestones) and incorporate into materials, such as the media kit and briefing packs.

A more comprehensive infographic is proposed as an Annual Report timed to go out in May/June, end of the school year. This would summarise the work of Generating Genius on one side of A4. Hard copies would be provided as ‘leave-behinds’ and of course, wider distribution through email.

Communicating expertise

Generating Genius has unique and valuable insights. We can raise the profile of the organisation by ‘having views’ on important issues and around events. These would be communicated through influential media.

We still need funding from our donors to increase our impact.