SeeBeyondBorders is a non-profit social enterprise that aims to provide children in Cambodia with access to quality teachers and learning at school.
SBB recruit volunteer teachers and organise their trips to Cambodia where they train Khmer primary school teachers through the 'Teach the Teacher' program. The organisation also develops school infrastructure and supports local families trying to educate their children. SBB's vision is of Cambodian children empowered by education.
- Primary target audience is Australian primary school teachers
- Individual donors and corporate sponsors
- Volunteers (to help run the organisation in Australia)
The volunteer teacher experience in Cambodia
Consumer Path (discovery of the brand)
SBB has relatively little brand awareness at the moment. However one way that volunteer teachers can find out about the organisation is through the NSW Institute of Teachers - SBB is accredited by the NSW Institute of Teachers as an endorsed provider of Institute Registered professional development for teachers.
The ‘Teach the Teacher’ program provides 22.5 hours of Institute Registered professional development for teachers.
I used Google Adplanner to define the audience and validate my assumption about the audience which was that it was going to be skewed towards females (as there are more female teachers).
As predicted the audience was 63 per cent female for a search refined by the education category in Australia.
The two top age groups were 18-24 and 35-44 followed closely by 24-35.
Google consumer journey tool
I used the government/education category to come up with the results.
- Social, display advertising, email advertising, paid search and referral are guiding consumers in the search and discovery of the category.
- Other paid organic search and direct marketing are guiding final decision
- 60 per cent of revenue is made from purchases than come after more than one step
- 41 per cent of revenue comes from purchases made over more than one day
The findings strengthen the argument that the consumer journey in this category is a lengthy one since a lot of the revenue comes from a drawn out purchase process.
Social and targeted online advertising are important in helping consumers discover and research.
I chose to look at research behaviour since research is an important part of the consumer journey for this brand.
The search was narrowed to only include females in Australia (since there are more female teachers who have gone on SBB trips previously).
When I looked at research behaviour I found that not many people used their mobile phone or tablet to do research.
On the other hand 56 per cent researched online and 37 per cent used a search engine to search. A large percentage (30%) searched offline as well as online before purchasing.
The findings demonstrate that mobile channels are not the best way to reach this audience. On the other hand online search and search engines play a bigger role in the process.
SeeBeyondBorders sits in the 'high feel' and 'high think' quadrant.
One of the goals of SBB is to get more volunteers to sign up to participate in a volunteer trip to Cambodia. This demands a high degree of commitment and expense from people.
The costs incurred by volunteers going on a trip are $1,000 plus a project donation target of $1,250 as well as travel to and from the in-country program. This means the target audience has to be emotionally invested and informed enough to choose SBB over other charities.
In general volunteering overseas with a charity requires preparation and planning, making this a high involvement process that requires research and consideration. As Julian mentioned in the slides the consumer journey for this kind of product is likely to be motivated by both emotional factors (believing in the cause, connecting with the people affected by the issue, knowing that their participation will make a difference) and practical factors (costs vs. experience, the types of activities volunteers are involved in, how much preparation volunteers receive etc).
Therefor 'purchase' process the audience is likely to go through will be longer and more complex. It is likely to involve:
- an extensive research and selection stage which involves researching charities online, reading reviews and available information about people's experience with these charities, reviews, blogs and narrowing down the number of choices based on this.
- once the choices have been narrowed down an individual is likely to spend more time getting acquanted with each option and browsing through online assets that help them make the final decision. At this point they will search for something they can connect with, a differentiating factor based on an emotional connection. Social media assets, images and pictures in particular will be a focus.
- Buyers would probably want a personal aspect in their 'buying' process - in other words by participating in an information session or getting in touch with organisers directly.