Set your course for life
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Set your course for life
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Introduc&on Educa&on Post is a new dedicated website developed by South China Morning Post to provide professionals and con&nuing educa&on seekers a one-‐stop shop for finding course and establishment informa&on. Ini&ally beta tested in 2012, it was launched in 2013 with a full marke&ng campaign and strategic targe&ng of audience and adver&ser segments.
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Business objec&ves To create a ‘pipeline’ product to nurture and iden&fy future readers for South China Morning Post’s execu&ve recruitment pages, Classified Post. To grow a database of, and build rela&onship with a new, younger audience of professionals, who may or may not have previously read SCMP. To build a porNolio of new adver&sers and new source of adver&sing revenue. To create a newsy, up-‐to-‐date site that contains educa&on related resources and the city’s most comprehensive course search database for postgraduate, MBA and con&nuing educa&on courses.
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Core areas of focus Educa4on Post’s website content is categorized by industry sector and course types:
MBA
Healthcare
Accoun4ng
Art & Design
Business
Educa4on
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Target audience
1 >30 years old
Our target audience strategy focused on acquiring new members, who would be invited to receive a subscrip&ons to our free e-‐newsleRers. The two main segments for Educa&on Post readers were targeted with separate media strategies.
English-‐speaking professionals or expats who are interested in MBA studies
2 18 – 30 years old Prospec4ve students and young individuals who have just started their career
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Subscrip&on acquisi&on strategy Targe4ng the more sophis4cated segment SEM campaigns to target those English-‐speaking audience on Google Display Network
SEM
Adver4se on in-‐ house media (e.g. SCMP.com) to aUract new members
In-‐house adver&sing
Targe4ng the younger segment
Adver4se on mass media plaVorms, such as Yahoo.com.hk
Web
Adver4se on media plaVorms young people love (e.g. entertainment)
Mobile
Incen4ve giveaway programme
+
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Print adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Chinese language print adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Digital adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Mobile adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign OOH adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Results
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Exceeded target subscrip&ons Cumula4ve Email Subs Acquired Cumula&ve Email Subs Acquired 62,190
41,897 42,141 30,512 25,592 27,920
2,388
2,817
47,612
50,465
53,501 54,453
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Pages views grew to 350,000 Actual PV (Nov 2012 -‐ Dec 2013) 400,000 350,000 300,000 250,000 200,000
Actual PV
150,000 100,000 50,000 0 Nov-‐16 Dec-‐16
Jan-‐17
Feb-‐17 Mar-‐17
Apr-‐17 May-‐17
Jun-‐17
Jul-‐17
Aug-‐17
Sep-‐17
Oct-‐17
Nov-‐17 Dec-‐17
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Revenue $300k by first year Revenue (Nov 2012 -‐ Dec 2013) $350,000 $300,000 $250,000 $200,000 $150,000
Revenue
$100,000 $50,000 $-‐
No. of subscrip4ons
1K
25K
35K
40K
45K
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Strong returning visitor base Returning Visitors (Nov 2012 -‐ Dec 2013) 80,000 70,000 60,000 50,000 40,000
Returning Visitors
30,000 20,000 10,000 0 Nov-‐16 Dec-‐16 Jan-‐17 Feb-‐17 Mar-‐17 Apr-‐17 May-‐17 Jun-‐17
Jul-‐17 Aug-‐17 Sep-‐17 Oct-‐17 Nov-‐17 Dec-‐17
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Business growth: Team expansion As the business has grown exponen4ally, headcount has expanded accordingly. Senior Product Manager
Digital Content Execu4ve
Asst Product Manager
Web Developer
Senior Sales Execu4ve
Editor
Assistant Editor
Community Editor
Digital Marke4ng Execu4ve
Senior Account Execu4ve
2012 BETA
2013
2014
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Tes&monial “The SCMP Educa&on Post is an excellent open electronic plaNorm for sharing the mul&-‐facet knowledge and experience of the business and management professionals and prac&&oners for nurturing the future business leaders in the Greater China Region. It has been my great honor and pleasure in contribu&ng ar&cles to the Educa&on Post to share with the readers, especially the younger genera&ons who may not be my students” Dr Joseph Yau Shiu Wing Professor in Accoun&ng, Centennial College (A Member of the HKU Group)
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Set your course for life
Set your course for life
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Introduc&on Educa&on Post is a new dedicated website developed by South China Morning Post to provide professionals and con&nuing educa&on seekers a one-‐stop shop for finding course and establishment informa&on. Ini&ally beta tested in 2012, it was launched in 2013 with a full marke&ng campaign and strategic targe&ng of audience and adver&ser segments.
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Business objec&ves To create a ‘pipeline’ product to nurture and iden&fy future readers for South China Morning Post’s execu&ve recruitment pages, Classified Post. To grow a database of, and build rela&onship with a new, younger audience of professionals, who may or may not have previously read SCMP. To build a porNolio of new adver&sers and new source of adver&sing revenue. To create a newsy, up-‐to-‐date site that contains educa&on related resources and the city’s most comprehensive course search database for postgraduate, MBA and con&nuing educa&on courses.
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Core areas of focus Educa4on Post’s website content is categorized by industry sector and course types:
MBA
Healthcare
Accoun4ng
Art & Design
Business
Educa4on
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Target audience
1 >30 years old
Our target audience strategy focused on acquiring new members, who would be invited to receive a subscrip&ons to our free e-‐newsleRers. The two main segments for Educa&on Post readers were targeted with separate media strategies.
English-‐speaking professionals or expats who are interested in MBA studies
2 18 – 30 years old Prospec4ve students and young individuals who have just started their career
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Subscrip&on acquisi&on strategy Targe4ng the more sophis4cated segment SEM campaigns to target those English-‐speaking audience on Google Display Network
SEM
Adver4se on in-‐ house media (e.g. SCMP.com) to aUract new members
In-‐house adver&sing
Targe4ng the younger segment
Adver4se on mass media plaVorms, such as Yahoo.com.hk
Web
Adver4se on media plaVorms young people love (e.g. entertainment)
Mobile
Incen4ve giveaway programme
+
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Print adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Chinese language print adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Digital adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign Mobile adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Adver&sing campaign OOH adver&sing
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Results
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Exceeded target subscrip&ons Cumula4ve Email Subs Acquired Cumula&ve Email Subs Acquired 62,190
41,897 42,141 30,512 25,592 27,920
2,388
2,817
47,612
50,465
53,501 54,453
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Pages views grew to 350,000 Actual PV (Nov 2012 -‐ Dec 2013) 400,000 350,000 300,000 250,000 200,000
Actual PV
150,000 100,000 50,000 0 Nov-‐16 Dec-‐16
Jan-‐17
Feb-‐17 Mar-‐17
Apr-‐17 May-‐17
Jun-‐17
Jul-‐17
Aug-‐17
Sep-‐17
Oct-‐17
Nov-‐17 Dec-‐17
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Revenue $300k by first year Revenue (Nov 2012 -‐ Dec 2013) $350,000 $300,000 $250,000 $200,000 $150,000
Revenue
$100,000 $50,000 $-‐
No. of subscrip4ons
1K
25K
35K
40K
45K
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Strong returning visitor base Returning Visitors (Nov 2012 -‐ Dec 2013) 80,000 70,000 60,000 50,000 40,000
Returning Visitors
30,000 20,000 10,000 0 Nov-‐16 Dec-‐16 Jan-‐17 Feb-‐17 Mar-‐17 Apr-‐17 May-‐17 Jun-‐17
Jul-‐17 Aug-‐17 Sep-‐17 Oct-‐17 Nov-‐17 Dec-‐17
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Business growth: Team expansion As the business has grown exponen4ally, headcount has expanded accordingly. Senior Product Manager
Digital Content Execu4ve
Asst Product Manager
Web Developer
Senior Sales Execu4ve
Editor
Assistant Editor
Community Editor
Digital Marke4ng Execu4ve
Senior Account Execu4ve
2012 BETA
2013
2014
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Tes&monial “The SCMP Educa&on Post is an excellent open electronic plaNorm for sharing the mul&-‐facet knowledge and experience of the business and management professionals and prac&&oners for nurturing the future business leaders in the Greater China Region. It has been my great honor and pleasure in contribu&ng ar&cles to the Educa&on Post to share with the readers, especially the younger genera&ons who may not be my students” Dr Joseph Yau Shiu Wing Professor in Accoun&ng, Centennial College (A Member of the HKU Group)
South China Morning Post – Educa4on Post Educa&on Post – Set your course for life
Set your course for life
