Enterprise Education

Dubit were recently chosen by the DCSF, YPEF and SSAT to conduct a study amongst Enterprise and Head Teachers and to provide a robust overview of the state of Enterprise education within Yorkshire. This primary research will generate data on the access to, and the take-up of, Enterprise Education along with looking at usage of KS4 Standards funds, Enterprise coordinators’ time allocation, awareness of delivery organisations & take-up, occasions where enterprise education is embedded in the curriculum and the extent of a “whole school” approach to enterprise.

Additional profiling of schools and those responsible for delivering Enterprise Education will deliver a resource for YPEF and partners’ ongoing communications and tracking of project penetration. This will include:

• Schools & Teacher/Coordinator Contact Database
• Ongoing directory & online resource for partners
• Tracking of schools, teachers, projects over time

To date Dubit have completed the fieldwork and received responses from over 55% of teachers invited.

Dr Pepper

Objectives: Following a successful 2008 Campaign Dubit was again asked to raise awareness of DR Pepper by creating a buzz online around the new TV advertisements and offline sampling activity.

Strategy: Dubit recruited a team of 40 Brand Ambassadors aged between 16 and 20 years old to take part in a 2 phase, 4 week campaign. All BAs were adorers of DR Pepper, had large networks both on and offline, used Facebook and were involved in extra-curricular activities.

Activity: In Phase One of the campaign the team discussed how great Dr Pepper tastes and positioned the drink as something everyone has to try. They also refreshed their friends and peers memories of the old ‘what’s the worst that can happen’ advert and created a buzz around the new advert. All activity in phase one was online and included teaser clips of the new advert.

In Phase Two the BA’s were given 1000 cans of DR Pepper and 10 Dr Pepper T-shirts to distribute to their friends and peers. There were weekly competitions for the most creative guerrilla activity and the best photograph of their friends drinking Dr Pepper. The BA’s used their imagination to get Dr Pepper noticed all over the country and posted their photos on their social networks and the Dr Pepper Facebook Page for all to see.

Results: 807 social networking posts, 392 message board posts, emails to 16,758 the target audience, 287 Instant messenger conversations, 40,000 Dr Pepper cans distributed.

An estimated online reach of 189,888 and offline reach of 40,000 was achieved with a total reach of 229,888.

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