CELEBRATING

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CELEBRATING 75 YEARS OF CULTURAL RELATIONS 1934
2009
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Super Specific Segmentation

• enhancing
• teacher - student - parent
• communications

María Karen Norton Senior Teacher Marketing
Comms. British Council, Porto
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Preliminaries
very important customers

• Young Learner (YL) parents

see progress
demand high quality teaching
enjoyment
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Preliminaries

• segmentation

• student notebooks 0708
• - not tabula rasa!

• stakeholders

learners
teachers
YL parents
ongoing...
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some acronyms

• EVP

extra value-based proposal
USP
unique selling point
VFM
value for money
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Parameters
...what are we doing to improve services? Are
these improvements going to be appreciated by
customers? White et al 1998215
format
notebook
contents
design
branding toolkit
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action
teacher focus groups
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let rip on 0708 student notebooks
student class interviews
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answer questions show of hands
parent questionnaires
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surveyed with Likert scale and probing
questions
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findings
design

• picture reflect population ages

• more colourful no orange!

• cover...glossy ecologically sound?

• size bigger for older learners

• not stapled ring bound

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action - changes
design

• pictures 3 ages, diversity

• colourful - respecting branding toolkit
  templates(green for YLs purple for exams)

• shiny cover pages green agenda

• A4 size for older learners (exam prep.)

• ring bound, with 50 lined pages

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findings
content

• positioning of duty of care section,
• inc. Directors welcome...

• CEFR levels...tie in to exams?

• homework record dates? Space?

• reading record include DVDs

• personal details protect YLs identity

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action - changes
content

• duty of care section at front

• Directors welcome (EN PT) class visit

• CEFR levels cross-referenced to exams

• homework record more space, inc.week

• DVD reading record, with more space

• personal details no photo/ contact

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segmentation
YLs
!
aged 8-19
A1 A2 B1
B2 C1 C2
YL notebook
lower levels of YLs
higher levels of YLs
inserts
B2 C1 C2
exams/adults notebook
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teamwork
champions
class visits
compromise over content
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champions
How would you like to be remembered as a learner
by your teachers, peers, parents, friends,
colleagues, family and the people you care about
and respect?
(learner objectives page 7)
notebook quiz
GTKU
golden rules
guided discovery
card game/activity reviewing progress
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currently...

• greater use of notebook by learners (
  teachers)

• parents communicating with teacher

• adult exam teens report
• satisfaction

• teachers involved offer further
  suggestions

• better exploitation of content

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next steps

• more stakeholder consultation

• review content and use

• update look for 0910

• investigate SMS contact

and on-line version
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to sum up

• all stakeholders were involved

• teachers enthused volunteered
• for further involvement

• drew on British Council network

• reasonable compromise re look

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