Digital Creative Professional

Through busy multifaceted roles within Marie Theresa’s business, MTC Digital Creative, and partners such as Whitechapel Art Gallery and Caterham School, she has an exceptional track record managing successful social media strategy, copy writing, SEO, content creation (video/photography planning, capturing and editing), paid and organic marketing, social and Google Analytics, social media scheduling tools, brand awareness, web editing, email campaigns and other digital marketing channels, as well as multi-channel campaigns. Marie Theresa actively searches for knowledge on current digital trends, and this includes for example a course in Digital Marketing Channels at the Chartered Institute of Marketing.

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Stills for a digital campaign for Yoga with Alex Elinson.

Example of a large digital media campaign that Marie Theresa devised from concept to delivery. Follow along step-by-step.

#mycaterham

Key Objectives of the Strategy

1) To help drive increased applications for pupil places at the school

2) To build sense of community to drive word of mouth recommendations

3) To develop, connect and grow the current school community

4) To increase the reach of the current local partnership programmes – Caterham foodbank, Rotary Club and Delight charity for example

Target Audiences

Target audiences: Main - prospective parents.

Secondary – current parents, alumni and local community

Asked:

•What are prospective parents asking/talking about? (Using Hootsuite to keep an eye on latest social conversations and our competitors)

•What are the key questions?

•What are the key conversations I could be adding to and engaging with my audience around?

Where was digital marketing before this campaign?

When the role was devised as Image and Content Manager the School had very small digital presence; rebranding and developing school's presence across multi-channel campaigns:

•Designing logos for all platforms

•Managing all staff involved in social media output

•Understanding, tailoring and expanding Caterham School’s digital voice

•Improving quality of visual storytelling

How do we get to where we want to be, in 1 month/6 months of this campaign?

It was key to show that not only is Caterham one of the top co-educational schools in England but also WHAT makes it special:

•Education for life

•Caring

•Encouraging

•Supportive

•Success and development of character and wellbeing

•Pupils who understand their responsibilities to others

•School environment – woodland, sports fields, outdoor learning

•Victorian architecture and facilities

•Digital Innovation

Started with the question:

How could we creatively show these core parts of Caterham School?

Involving the community

Asking the pupils and staff to say what Caterham School meant to them in one word. These words would then become hashtags. These included:

•#freedom

•#exhilarating

•#progress

•#brilliant

•#independence

•#Iamflying

•#dedication

•#integrity

This developed into the campaign #mycaterham – which was made of many interweaving threads with a film at its core:

Film - #mycaterham
A film which would be curated and produced by Marie Theresa and the pupils - pre-production through to post-production
Involving a broad selection of the Caterham School community and its wider community
This was intended in different formats for the website, social media and Open Mornings

Mini campaigns

This led to a wider campaign which developed and extended #mycaterham with mini campaigns:

•Quote of the week – all staff #mondaymotivation

•Community reads - #Fridayreads

•Weekly fluff - #weeklyfluff

•Wednesday Wisdom

•Co-curricular in the words of pupils

•Instagram takeovers (Rugby, Science, Netball, Music tour)

•Music Monday

•Weekly round-up

•Global and Regional/Local Circles

•Omnia Tuesday