BT Barefoot is part of BT’s corporate social responsibility strategy to help teach children about IT, computing and communications. Made up of volunteers, Barefoot works in unison with schools across the UK to deliver lesson plans and teaching resources that are fully aligned with teaching curricula.
Barefoot were looking for a comprehensive digital marketing strategy to raise awareness of their teaching resources and to create a buzz around their activity that would encourage teachers, volunteers and even parents to check out Barefoot. Barefoot also wanted to grow their network of volunteers. These volunteers help schools to get the most out of the Barefoot resources by running workshops and seminars and are in high demand. By gaining more volunteers, more children would benefit.
To gain an understanding of Barefoot’s existing communications and visibility, we carried out a research programme that identified both Barefoot’s target audience and the type of content they’d likely click on. Using this information, we then crafted a social media campaign designed to capture attention and leverage events calendar dates that would resonate with children, including the 2020 Olympic Games.
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