Twinkl

MarkeTing Manager application

A 48 hour task assigned by Twinkl for delivery by Saturday May 11th (10AM AWST)

Presented by Sophie Mathewson

My understanding of the role and brand

Twinkl are educational specialists who provide teaching resources and support for educators worldwide to elevate teaching and promote wellbeing.

Catchphrase “We’re here to help those who teach.“

Channels include social media, blogs, digital events, and merchandising.

Brand campaigns should entertain, inspire, and educate.

Competitors maybe Canva Education but Twinkl USP is specifically for teachers.

Prompt 1

Respond to an external event.

Choose an event from the last few weeks - it could be a TV show, a social trend, a news story, or a seasonal event.

Mental Health Awareness Month - May

Mate Day May8

B2B - Content for Teachers\Members\Subscribers

Using a downloadable lesson plan with links to content.

Lesson Plan 1:

Understanding Emotions:

Kindergarten to Lower Primary Objective:

Help students understand and express their emotions.

Materials: "Light as a Bubble" and "Abilities" songs' lyrics by Teeny Tiny Stevies.

Activity:

Play the songs and encourage students to listen carefully to the lyrics.
Discuss the meanings and themes of the songs, emphasising the message that everyone is unique and has different strengths and challenges.
Have students write or draw pictures illustrating what they are good at and what they struggle with.
Discuss why it's okay to have things we struggle with.

Lesson Plan 2:

Healthy Screen Time - Tweens and Teens

Objective: Foster a balanced approach to screen time.

Materials:

Clips or transcripts from "Explainer Hacks" and "What’s the Point" episodes on ABC iview.

Activity:

Watch selected clips or read transcripts, focusing on episodes dealing with technology use.
Facilitate a discussion on the uses of smart phones. What are the benefits? What are the downsides?
Hold a debate: Can we live without our phones?
Discuss the idea of balance in screen time. When does it become too much?
Write down things we love doing that don’t involve our phones and what we would like to do more of.

These lesson plans highlight the importance of mental health and provide engaging, age-appropriate activities for students.

They can be distributed as downloadable resources on the Twinkl website or other Twinkl platforms.

Monthly Twinkl Partnership!

Partner with Vietnamese Australian Author Anh Do - author of ‘The Happiest Refugee’ and also of the ‘Weirdo’ book series.

Have Anh Do deliver some positive messages for kids and his own journey for Mental Health Awareness Month.

B2C: Content for Consumers around Mental Health Awareness Month & Mate Day (May 8)

Launch a social media campaign during Mental Health Awareness Month, spotlighting May 8th, known as 'Mate Day'. Leverage this as an opportunity to initiate conversations about friendship and support. Twinkl posts could ask thought-provoking questions like;

"How important are ‘mates’ at school?", or "How do you show support to your mates?", “Tag a mate in the comments" etc.

Throw the spotlight on kids here talking about their best friends. Child-led content always feels more authentic when done well.

Encourage followers to share their thoughts, to increase engagement.

Throughout the campaign, continuously remind followers about the wealth of mental health resources available on Twinkl and encourage sign-ups for those seeking more guided content.

Use partnership content from Anh Do as above to gain further traction and support. If Twinkl sells Weirdo book series or any content from Anh Do - can also use this to push people towards the wesbite.

Prompt 2

Create a new viral idea

Twinkl-Man!

Launch a social media campaign featuring 'Twinkl-man,' a superhero teacher character who effortlessly completes daily tasks, highlighting the ease of using Twinkl resources.

The campaign will consist of a series of reels and roll out on social platforms like IG, FB, and TikTok. Each short episode (roughly 30-60 seconds) will feature Twinkl-man mastering common teacher tasks like lesson planning, report writing, and even sports coaching - where you see him kicking perfect goals.

The campaign would highlight the simplicity and efficiency of using Twinkl resources, portraying them as the superhero's secret weapon.

'Twinkl-man' would be positioned as the hero - a seemingly ordinary teacher but who comes to school with a tight-fitting Twinkl superhero costume with an added tie.

The Superman-esque character, is at odds with a normal well built superhero and is more of a normal guy - complete with beer belly and three-day stubble - no-one seems to notice or care, that he is in the superhero costume. He chats to other teachers at the water cooler and interacts in the staff room like other teachers.

While fellow teachers grapple with the photocopier and queue for the laminator, Twinkl-man stays composed, sipping tea and neatly organising completed report cards.

Twinkl's resources, his secret weapon, enable his success.

Each video ends with Twinkl-man calmly enjoying his coffee or riding his bike away from school (cape flapping), while awestruck colleagues look on.

The campaign includes stills from the videos alongside humorous captions to further engage the audience. This campaign positions Twinkl as the ultimate tool for teachers, simplifying everyday tasks just like a superhero's toolkit.

3d abstract blue sky cloud background cartoon style 3d rendering

Why this approach?

The Twinkl brand has a large audience base on Instagram and Tiktok, but mostly revolves around ‘How To’s’ which are great but not a ‘brand sell’ for people who are unfamiliar with the channel.

Vertical video series’ have become a core element in search behaviour and social media consumption and using short reels would be a good way to bring a human element to the storytelling on Instagram and TikTok.

Hero characters are also becoming increasingly popular in marketing at the moment. Firstly, they are memorable. A well-designed and engaging hero character stands out, making it easier for consumers to remember and identify the brand. They also provide endless storytelling opportunities. A hero character can be used in a variety of scenarios, allowing for creative and engaging narratives that highlight the brand's values or products.

One example of a successful hero character used in marketing is the the green owl mascot from Duolingo (excellent marketing strategy from this brand at the moment). Duolingo's green owl has become synonymous with language learning for millions of Duolingo worldwide. The owl's quirky personality has transformed Duolingo from a mere app to a brand with a distinct identity.

Duolingo has since brought in other characters which allows the room for a nemesis or anti-Twinkl-man character to emerge down the track.

Part 2

Create a promo video

Disclaimer* this was not part of the original JD.

I am a Producer and Marketing Manager not a Content Creator so I gave this less time.