Sara McCraight Head

Street League is the UK’s leading sport for employment charity

Technology to support internal processes Keeping up with your audience How technology can: engage target audiences drive sales to inform internal decision making shape strategy Challenge #1 – Reaching a “hard to reach” audience Challenge # 2 – Effective data capture to inform decision making and strategy

Challenge #1 Engaging with our “hard to reach” year olds, and specifically those who are not yet signed on at the job centre. A scaleable, and trackable referral model than can be highly regionalised and dialled up or down dependent on academy capacity. What we did Paid FB & Instagram adverts Initially test budget Highly targeted Aged City + 15 miles around No listed job status No listed college qualification NB. Tried to overlay interest in football - became more expensive Paid Google Adwords account Google grants pro $40k/month Targeted regional keywords i.e. “free training programme birmingham” Variety of tests Video vs. image Sign up vs. taster event Language tests

EXAMPLES

The results and impact Social media advertising was ~£7.04 per “referral” which compares to £83 target via face-to-face outreach targets. Easing pressure on local outreach staff who can focus on 1-1 engagements 20k visitors/month via Google grants pro advertising. What we learnt Test, test, test and refine. It’s always work in progress. Balance between targeting and cost – not always better ROI to go more highly targeted. Having the right tracking on your website is essential to be able to see the full picture – Facebook pixel codes, conversion tracking, universal analytics etc. Video and multiple image is more engaging (and effective). F2F / 1-1 contact is still imperative so we need to bring all staff with us on the journey to make it completely successful. Regularly re-upload campaigns to FB/Insta platform. I found the longer you leave them running the less efficient they become. Balance between broad keywords and relevance on Google Grants. Need to max out budget AND prove it’s got >1% CTR. What’s next? New Website & multi-channel attribution More video advertising

Challenge #2 Accurately capturing all of our data across 35 locations to meet our principles: We want full data transparency. We will never over-claim what we do. All percentages we present include actual numbers to avoid being misleading. All of our outcomes are backed by auditable evidence. Using this data to monitor against targets, inform decisions and strategy. What we did Support from Impetus PEF in research Bespoke CRM tool > Off the shelf adapted (Hanlon) Shift in evaluation from 2010 Participation > 2013 Outcomes > 2016 Sustained impact (3 & 6 month tracking) Trained all staff on the new technology – “if it’s not on the system it doesn’t count” Hired a specific Monitoring and evaluation team

EXAMPLES Example measures in scorecard: Postcode / IMD # Prior qualifications # Socio-economic barriers Qualifications gained Hard outcomes 3 / 6 month sustained Expense vs. Budget

The results and impact Since 2010 and these new implementations we have made a significant social impact, helping over 4,000 young people into hard outcomes. We are proud to be one of the fastest growing charities in the UK: From generating less than 100 outcomes in FY11 to 1,281 outcomes in FY16; From 2 city regions to 13 currently; From 9 delivery teams to 35; From 25 staff to 126; From £1.8m turnover to £5.5m, growing at 30-40% year-on-year Decisions, strategy changes and learnings Dashboard gives top level picture as well as regional insights Importance of the full picture of holistic data tracking vs. focus on outcomes % alone. Focus on transparency & auditing => more corporate and grant funding Focus on Top 20% most deprived areas => more social impact Higher than 90% male participation => introduction of dance-fit academies Struggling with recruitment in specific regions => moved to rolling programme vs. set dates. Challenges with sustainment in certain areas => amend programme lengths What’s next? Continued evolution – it’s a journey Potentially upgrading CRM system Mobile enabled technology for capturing data & signatures

Sara McCraight Head