GO English!:
A Campaign to Inspire and
Engage Young English Language
Learners
Celena Snoddy
Claflin University
NAEP-SURE C...
Situation Analysis
• ETS wants to enter the growing market segment
of younger learners of English
• TOEFL® Young Students ...
TOEFL® Young Students Series
Portfolio
Copyright © 2015 by Educational Testing Service. All rights reserved. ETS, the ETS ...
Campaign Overview
• GO English! is designed to encourage English-language
skills in the classroom with an interactive proj...
2014 Projects
Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUN...
Project Objectives
1. Help the marketing team review and provide
recommendations for the growing global
campaign, GO Engli...
Overall Campaign Goals
• Successful launch of 2015 campaign with a new
theme: Your Culture. In Your Words.
• Show the bene...
Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are regist...
Target Audience
• 23 countries  50+ countries
• Last year: 400+ projects, 3500+ students, 100+ schools
• Schools, teacher...
Proposed Strategies
Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOE...
Mid Key Tactics
Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL J...
Long Term Key Tactics
Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and T...
GO English! for the Future and
Beyond (Recommendations)
• Increase intercommunication between
teachers and institutions us...
Acknowledgements
• Magali Daumas
• Ellie Patounas
• Dr. Jhan D. Berry
• Ida Jackson Woods
• Chief Learning Officer Group
C...
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NAEPSUREGoEnglish

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - NAEPSUREGoEnglish

  • 1. GO English!: A Campaign to Inspire and Engage Young English Language Learners Celena Snoddy Claflin University NAEP-SURE Corporate Internship July 2015
  • 2. Situation Analysis • ETS wants to enter the growing market segment of younger learners of English • TOEFL® Young Students Series • assessments measuring English-language skills in young students 8+ • designed to set the foundation for English-language learning and prepare students for future success • Awareness for the ETS TOEFL® Young Students Series is still low • Schools and teachers are in demand for teaching and learning materials that encourage English- language learning Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 2
  • 3. TOEFL® Young Students Series Portfolio Copyright © 2015 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries and used under license. TOEFL PRIMARY is a trademark of ETS and used under license. All other trademarks are property of their respective owners. 25573 Designed for students ages 8+ to set the right foundation for successful development of English language skills Designed for students ages 11+ that will help students prepare for future success and build a world of opportunities
  • 4. Campaign Overview • GO English! is designed to encourage English-language skills in the classroom with an interactive project • Video, radio, poster, or newspaper column announcement • Inspire students to practice and improve their English • Promotes teaching and learning of English-language skills among students at an early stage of learning • Expected to increase buyer interest in YSS products and tests; increase community engagement Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 4
  • 5. 2014 Projects Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 5 Evangel College Hong Kong, China Islamic Educational College Amman, Jordan
  • 6. Project Objectives 1. Help the marketing team review and provide recommendations for the growing global campaign, GO English! 2. Review infrastructures, processes, and tools that are currently being used for the project platform worldwide 3. Provide a plan for campaign expansion for the next 3 to 5 years including themes, efficiencies with collecting data, data analysis and transition of work 4. Assist in development and reviews of the 2015 campaign marketing materials Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 6
  • 7. Overall Campaign Goals • Successful launch of 2015 campaign with a new theme: Your Culture. In Your Words. • Show the benefits of participation to the schools in order to entice others to join in • Reinforce the ETS Mission and TOEFL® brand equity • Convince users and potential users of TOEFL® YSS tests that GO English! campaign benefits them • Supports efforts to improve English skills • Speak to a global audience • Campaign is supported by ETS and TOEFL® YSS test developers Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 7
  • 8. Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 8 “We’d like to thank ETS for the chance we were given to participate in the project. We’ve gained experience, had a lot of fun, and hope that we will get another chance to take part in a project like this in the future.” Mr. Nainggolan English teacher for Class VIII-02, Soetomo School in Medan, Indonesia “This project allowed our students to enjoy practicing and performing in English. We’d like to thank ETS for the opportunity and hope to participate again next year.” Ms. Sandy May English teacher at the Only English school in Mérida, Yucatán, Mexico
  • 9. Target Audience • 23 countries  50+ countries • Last year: 400+ projects, 3500+ students, 100+ schools • Schools, teachers, students that use or are potential users of TOEFL Junior® and TOEFL® Primary™ tests • Project participants from 2014 strongly encouraged to participate again • Expected increase in participation from China, Japan, Korea, Canada • Public and private schools Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 9
  • 10. Proposed Strategies Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 10 -Increase country participation -Increase commitment of reps/partners globally with award ceremony -Establish GO English! on ETS website to increase awareness and interest in campaign -Increase publicity on student projects -Increase intercommunication between institutions and teachers globally -Coordinate worldwide efforts to celebrate campaign wrap-up -Process Improvements platforms and streamlining data -Research partnership ventures -Organize periodic meet ups for students to practice and grow their English- language skills -Implement specific topics for student projects Immediate Mid Long Term
  • 11. Mid Key Tactics Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 11 •Teachers and institutions - WordPress, a publishing platform •Students - monitored Facebook group •GO English! participants and YSS users - Connect on YSS app and play beginner ELL games or share projects Increase intercommunication between institutions and teachers globally •Create a “GO English! Week” to celebrate achievement (end of May to early June) •Organize meet up at local libraries for reps, teachers, parents and students • Conduct achievement ceremony • Share projects • Disperse thank you kits Coordinate worldwide efforts to celebrate campaign wrap-up •More efficient mediums for collecting large quantities of data in variant forms •Streamline consent form collection •Portal format • Content management, Release form collection, Project Submissions Process Improvements
  • 12. Long Term Key Tactics Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 12 •Ideal partnership will help leverage new potential YSS users, reach a new, larger audience, and provide a mutual benefit •Scholastic •Microsoft •International Student Exchange (ISE) Research partnership ventures •Create “clubs” for students to interact with other ELL from schools in the area or beyond •Write letters with PenPal interactions •Invite students who have participated in exchange programs to share their experience •Play interactive ELL games to practice writing and speaking English Organize periodic meet up for students to practice and grown their English-language skills •Show and Tell •Hero/public figure they admire •“When I Grow Up I Want To Be ___” •Their school and education •Their history, wars, art •Write their own folktale/myth Implement specific, relevant topics for student projects
  • 13. GO English! for the Future and Beyond (Recommendations) • Increase intercommunication between teachers and institutions using publishing platform, Wordpress • Coordinate efforts for "GO English! Week“ with PR throughout network • Improve data collection processes for a more streamlined and efficient workflow • Move forward with partnership venture Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 13
  • 14. Acknowledgements • Magali Daumas • Ellie Patounas • Dr. Jhan D. Berry • Ida Jackson Woods • Chief Learning Officer Group Copyright © 2014 by Educational Testing Service. All rights reserved. ETS, the ETS logo, TOEFL and TOEFL JUNIOR are registered trademarks of Educational Testing Service (ETS) in the United States and other countries. TOEFL PRIMARY is a trademark of ETS. 28911 15

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