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Promotion & Marketing of UNESCO.ORG

Promotion & Marketing of UNESCO.ORG. Workgroup established as a sub-group of the ALBERT search engine deployment team. Main task: Establish guidelines & workflow for promote pages Stephen Roberts (BPI/ENM), Chair Fouzia Jouot-Belhami, WebAdmin, ED Jaco du Toit, Coordination Field Offices

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Promotion & Marketing of UNESCO.ORG

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  1. Promotion & Marketing ofUNESCO.ORG Workgroup established as a sub-group of the ALBERT search engine deployment team. Main task: Establish guidelines & workflow for promote pages Stephen Roberts (BPI/ENM), Chair Fouzia Jouot-Belhami, WebAdmin, ED Jaco du Toit, Coordination Field Offices Expanded Team: Richard Cadiou (Principal WebAdmin, BPI/ENM), Anne Muller (Information Officer, ED) UNESCO Portal Workshop SMPC – 25/11/04

  2. Workgroup => SMPC S M P C 1st Conclusion : Promotion and marketing is much larger! Thus, “SMPC” was born: Search Marketing Promotion Campaign UNESCO Portal Workshop SMPC – 25/11/04

  3. What is promotion? S M P C • Push timely content: event-based • Editorial promotion vs. Product Promotion • Event / INFOCUS • Media / Press release • Meeting • Free Publication • Book • Future products ? UNESCO Portal Workshop SMPC – 25/11/04

  4. Tools/Methods for Web Promotion S M P C Future: • Alias • Management • User profiling • RSS feeds • XML exports Current: • Promote pages • Newsletters • Mailing lists • Usage Statistics UNESCO Portal Workshop SMPC – 25/11/04

  5. What is a promote page? S M P C UNESCO Portal Workshop SMPC – 25/11/04

  6. Promote pages S M P C • “Sponsored link”  fix technical problems • Event-based, of limited duration • Order / Priority of items • Event • Free document • Publication (for sale) • Other products UNESCO Portal Workshop SMPC – 25/11/04

  7. Promote Pages: Workflow S M P C • Level 1 Editors (Major Themes / Regions) • BPI / ENM • Activate! • Manual vs.Automation UNESCO Portal Workshop SMPC – 25/11/04

  8. Promote pages: Form S M P C TITLE (max 10 words): Quality of education insufficient to achieve Education for All by 2015 SHORT DESCRIPTION:The 2005 edition of the EFA Global Monitoring Report focuses on the lack of educational quality worldwide KEYWORDS: (3) EFA, Education for All, Monitoring Report URL: www.efareport.unesco.org PROMOTION START DATE: 01/11/2004 PROMOTION END DATE: 01/03/2005 REQUESTED BY: ED Editorial Board (promotion planning) VALIDATED BY: Anne Muller, Editorial Coordinator, ED VISA BPI: (Planning) UNESCO Portal Workshop SMPC – 25/11/04

  9. GuidelinesWrite to Promote S M P C • Simple, added value phrase - Teaser vs. Title, enticing, leading • Avoid acronyms and institutional jargon - UNESCO Director-General Koïchirio Matsuura.... • Maximum of three promos per keyword UNESCO Portal Workshop SMPC – 25/11/04

  10. Synergy of basic web tools S M P C Confect with Simplify (and other CMS) Push with promotions (Albert) Distribute with e-mail server (SYMPA) Measuresucess with statistics (E-STATS) UNESCO Portal Workshop SMPC – 25/11/04

  11. Next steps for task force S M P C • Newsletters • Export XML, RSS • User profiles • Pay for placement UNESCO (Google, etc.) • Sponsored links UNESCO Portal Workshop SMPC – 25/11/04

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