Webmaker/FallCampaign

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Goal

Get to 10K through a partner-focused outreach campaign.

  • Why? Because partners are the lowest-hanging fruit for delivering large numbers of contributors. They're our best hope for getting the extra lift and bulk we need to cross the 10K finish line.
  • How?
    • 1) A well-oiled partner sales and account management process. Detailed below.
    • 2) An easier on-ramp. For partners to create events. Through the new Event Wizard.
    • 3) Co-ownership and added value for partners. Giving them custom landing pages that reflect their brand and "see themselves in Webmaker," instead of us just asking them to do something for us.
    • 4) Doing all that in a disciplined, template-able way. So that we don't burn ourselves out on a bunch of custom work for each and every partner.

Partner pipeline

  • Imminent partners. Deliver on 1-2 high level imminent partner opportunities with current offerings
  • Upcoming partners. Deliver on ~15 upcoming partner opportunities by creating custom landing pages and badges, and sending mentors through our engagement funnel via the wizard
  • Additional partners. Create additional partnerships with orgs by sending their mentors through a generic landing page and funnel

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Assets we're building

e.g., stuff we're building to help this effort

  • 1) Event Wizard -- an easier on-ramp for partners to choose, create and get help with running their own Maker Party Event
  • 2) Three great How-To Guides -- These are part of the Event Wizard flow. They're like a super well-documented and hand-holded "party in a box." They are: "Hack Your School," "Make a Music Video" and "Private Eye (privacy)
  • 3) Partner Landing pages (new!) -- When we sign on a key partner, they'll get their own landing page. Like: Webmaker.org/YMCA or Webmaker.org/4HClub. We'll build a template and provide a menued set of options in the sales process to make them easy to build and eliminate the need for a lot of custom work.

Main contact

(e.g. Executive Director, Regional Director) associated with an org that gets customized landing page

  • Talk with someone from Sales (e.g. An-Me, John, Ben)
  • Introduced to relationship manager (e.g. Amira, Lainie) who works with them to envision their custom content
  • Once partnership is closed, we build the custom landing page including badges
  • We give them marketing support; perhaps a one-pager or an email to share with their staff that includes the CTA to visit the custom landing page and get started

Mentors associated with an organization that gets customized landing page

  • Get an email from their organization with linking to a custom landing page that provides context about how their org is partnering with Webmaker
  • CTA: "Create your event"
  • Go through Wizard (mockup)
  • After submitting event, receive custom url for their event + email with How To instructions
  • 24-hours before event, they receive a reminder email with the above
  • Run their event
  • 24 hours after the event, they are auto-badged with custom partner Skill Sharer badge
  • Receive email letting them know about the badge they received, CTA: let us know if other mentors helped teach, ask them if they want to run another session
  • Leveled up to Michelle

Mentors NOT associated with an organization that gets customized landing page

  • Someone on the sales/partners team sends them to generic partner landing page where they get context about Webmaker
  • CTA: "Create your event"
  • Go through Wizard (mock-up)
  • Upon submission, receive custom url for their event + email with How To instructions
  • 24-hours before event, they receive a reminder email with the above
  • Run their event
  • 24 hours after the event, they are auto-badged with generic Skill Sharer badge
  • Receive email letting them know about the badge they received, CTA: let us know if other mentors helped teach
  • Leveled up to Michelle

Learners

  • Follow the url that the event host has shared with them
  • Land on the Make
  • Make ends with CTAs: Share, Claim relevant web literacy badge

Elements

Partner Facing Marketing

Customization Kit

  • R: Andrew, Aki, Relationship manager

Bugs to be created as we close the particular partnerships. Bugs will include which Makes, build the custom landing page, build the badges.

This is where a large amount of work is, initially for the product to create the technology, and then for the relationship manager to file bugs for customization.

Wizard

Custom Launch Page

  • R: Aki (done?)
  • This is an event page with a "Get Started" button that, when clicked, sends the learner to the Make

3 Makes

  • R: Matt
  • These currently live on a blog, but need to move somewhere more permanent
  • They have CTAs for the learner (e.g. Share, get the relevant badges)
  • Need: document *localization* requirements for this work
  • MATT - WHERE ARE THE TICKETS FOR THIS?

Email program

Account management

Mentor support

Sales

Metrics

Questions to resolve

  • At what stage do we give Learners the custom partner-branded participant badge? How do we know who they are? ANSWER: We don't give learners custom badges. Only participant org event hosts get custom badges (the skill sharer badge to start. We're optimizing for that badge only. Event host badge might come later).
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