Topic Telly Sketch Business Case

Db1f7d2e17690904435c71e9b581a431?s=47 Nick Marsh
October 18, 2012

Topic Telly Sketch Business Case

Produced as part of the Exploralaboratorium


Nick Marsh

October 18, 2012


  1. Free,  high  quality  videos  for  Comic   Relief  Schools  

  2. The  big  idea   “High  quality  educa=onal   videos  across

     a  range  of   topics  for  teachers  to  use  in   Comic  Relief  Schools”  
  3. Why?   •  Reward  schools  that  regularly  do  Red  Nose

      Day  and  Sport  Relief   •  In  order  to  reduce  ‘churn’  and  grow  the   amount  of  schools  that  fundraise  every   campaign   •  +  Opportunity  to  generate  new  income  from   sales  and  corporate  sponsorship    
  4. Business  case  for  rewarding  loyalty   •  Every  campaign  we

     lose  some  schools  that   previously  fundraised  but  gain  new  schools   •  These  schools  that  churn  are  worth  £1.8m   •  So  halving  the  amount  of  schools  that  churn   would  bring  in  £900,000  extra  fundraising  
  5. How  do  we  reduce  churn?   Provide  a  valuable  product

     that  engages   teachers  and  pupils  more  frequently,  and  in   more  depth,  year  round.  This  will:   •  Make  exisOng  schools  feel  more  valued   •  Reduce  reliance  on  an  individual  acOoner   •  Allow  us  to  give  Omely  reminders  to  schools   about  doing  Red  Nose  Day  and  Sport  Relief  
  6. Demo  

  7. Roadmap   Our   ques=on:   Will  teachers  use  

    this?   Does  it  reduce   churn?   Can  it  bring  in  addi=onal   revenue?   How  we   answer  it:   Qual  test  with  20   teachers  and  ask   them  to  use  it   Quant  test  –   proacOvely  offer  to   50%  of  schools  and   measure  impact   Market  to  corporate   partners  and  find  partners   to  market  internaOonally   to  test  appeOte   What  we   have  to  do  to   enable  us  to   answer  it:   1.  Figure  out  what   else  CR  schools   get  /  what  this   really  means  and   how  it  really   works   2.  Add  some  more   topics  and  videos   1.  Change  hosOng  /   tech  provider  –   BBC  Redux?   2.  Add  more  videos   from  archive   3.  Improve  /  finish   real  sign  up   process  and   integrate  with   exisOng  CRM   1.  Allow  easier  switching   of  pre-­‐roll  videos  and   on-­‐site  ad  units   2.  Find  markeOng   partners