Science & Innovation Programme 2015 Marketing Action Plan
Background Funded through Legacy the Science and Innovation Programme takes place throughout 2015 and 2016 incorporating a number of key events including:
Event Date Description
Formula Derr-E 20th April 2015 – Involving 8 primary schools where the pupils get a 19th September chance to build their own electric powered IRT 2015 Training Day – 20th April Nutts Corner Race – 23rd May Demonstration @ NW Scifest – 23rd June Derr-E Race @ Ebrington – 19th September STEM Ambassador Recruitment of 30 STEM Ambassadors at Post Programme Primary level to assist in the delivery of the Science and Innovation Programme.
Curiosity Gallery @ June 2015 – June 3D interactive space with 3D printing, 3D game Ebrington 2016 making projects and 3D cinema and film making.
Curious Community July 2015 Tendered programme seeking delivery agent to bring Programme science activities across geographical and sectoral communities
Women in Engineering 23rd June 2015 Focus on the great opportunities for women in Day engineering.
Let’s Get Curious @ 11th July Unique events in Ebrington involving the new cafe, Ebrington brewery and curiosity gallery. 15th August
19th September
Space Camp NW July 2015 Summer camp during the month of July in 4 venues across Derry & Strabane.
BT Young Scientist September 2015 TBC – exhibition of previous entries to the BT Young Scientist Competition
Culture Tech Festival September 2015 Minecraft Nation
DoJoCon Conference 2015
BBC Make it Digital Programme Largest Maker Fair on the Island
Competition with September 2015 River Competition – Secondary Schools Graham Waste Wood Competition – Primary Schools
IT Training and September 2015 Outreach through the DCAL Cultural Hubs
Maths Week 11th – 19th All-Ireland celebration of Maths October
Launch 3rd Oct
Brick Wonders & Lego Feb 2016 12 week exhibition by Warren Elsmore featuring Activities inspiring ancient, natural and modern wonders from around the world depicted through LEGO bricks
Objectives
To make every primary (79) and post primary school (12) in Derry and Strabane aware of the Science & Innovation Programme – target 100%
To get children and young people engaged in the Science & Innovation activities – target 10 projects to 10,000 children and young people
To measure any change in attitude towards STEM subjects and careers following the science and innovation programme
Achieve an AVE value of £125,000 over duration of campaign.
Generate 30,000 website sessions
Achieve a reach of 60,000 on Facebook
Capture event images and video for use as future marketing assets
Target Groups
Primary Geographic Target Areas: Derry & Strabane
In line with NI Tourist Board Segments in Northern Ireland and Republic of Ireland, the campaign will target the following segments
Family Fun
Kids Rule
Young & Lively
Northern Ireland Republic of Ireland Other
Derry Donegal Key web traffic locations
Tyrone
Coleraine
Omagh
Fermanagh
Belfast
Marketing & Communication Tools
The Science & Innovation programme campaign will target the key segments using a mix of on and offline tools with key messages profiled in each medium.
Paid Advertising:
o Key local newspapers (Strabane Herald, Strabane Chronicle, Derry Journal, Londonderry Sentinel)
o Specialist publications (Primary Times and NI4Kids)
o Other newspapers (Letterkenny Post, Inish Times, North West News Group)
o A5 Flyers
o A3 Posters
o Prop
Video & Photography
o Event photography
o Video
Outdoor
o Big Screen Derry
o City Branding (branding plan) – flags, banners, balloons and road signage
o Guerrilla Marketing activities throughout the city such as power washing stencils, biodegradable chalk, 3D stickers
Digital - Website & Social Media Sites:
o Social Media – using existing City of Culture platforms: Twitter, Facebook, and YouTube and incorporating a presence on Instagram once set up. Social media campaign will consist of a number of paid, promoted and boosted advertising to the target audience. (Social Media content plan)
o Website – dedicated URL http://www.scinnovate.co/ redirected to section within DCSD council website. Complete with sliding header image, side menu bar navigating to individual events and clear call to actions of key events on the homepage. (Website layout attached). o Banner Ads on key websites such as: Dayoutwiththekids.co.uk, Donegal Daily, WhatsonNI, Visit Derry
o Ezine – premium placement within DCSD council new monthly event Ezine due to commence June/July. Associated advertising within specific Ezines and ENewsletters such as: Irish National Teachers’ Organisation INTO, Tourism Ireland and WhatsonNI along with promotion to sponsors/partnership databases.
o Listings: Brick.ie, The Brickish Association, Discover NI, WhatsonNI, industry bloggers and relevant online publications.
PR – See PR Plan
Monitoring & Evaluation
We will utilise a number of tools to measure the success of the campaign. These will include.
Participant Counts
Digital Metrics (Google analytics, Facebook, Twitter, YouTube etc)
AVE value of PR coverage
Marketing Assets created
Budget & Media Plan
The campaign has an overall marketing budget of £23,000 (excl vat). See attached media schedule and dedicated marketing plans for specific events.
Marketing Contacts
Anne-Marie Gallagher
Jennie Peoples
Adele McCourt
Paul Irwin
John McCandless