Marketing & Communications plan for Learn.WordPress.org Remake and Learning Pathways

kathrynwp commented 6 months ago

Comment

Learn.WordPress.org is currently in the midst of a full site remake. Along with an aesthetic overhaul to bring its look and feel in line with other areas of the site, the freshened-up Learn.WordPress.org features a new way to learn WordPress. Learning Pathways will offer sets of courses geared to Developers, Designers, Users, and Contributors at three different levels: Beginner, Intermediate, and Expert. The new site will be launched some time in late July (date still TBC) and will feature several of the Learning Pathways to start: Beginner WordPress User, Intermediate User, Beginner Developer, and Intermediate Theme Developer.

The new Learning Pathways will be of interest to anyone learning WordPress, no matter their level. Having an official site serving up high-quality courses to WordPress learners of all types will be of interest to many folks, both within traditional WordPress circles, and outside them. For example, someone working or volunteering at a nonprofit who's been tasked with keeping their organization's site updated would find the Beginner WordPress User Learning Pathway very useful. For this reason, we would like to get the word out in as many places as possible, including avenues beyond WordPress-specific news outlets and avenues.

Relevant Links

Learning Pathways project thread: https://make.wordpress.org/training/2023/07/07/project-thread-learning-pathways-on-learn-wordpress/

Staging site: https://learn.wordpress.org/test/

Figma mockups: https://www.figma.com/design/ZKaf6u8mIHkAanluWafXAp/Learn?node-id=3199-20648&t=BmdexqVDw0yZAFsX-0

Learn Redesign Project board: https://github.com/orgs/WordPress/projects/40/views/26

Timing & Scope

The initial launch of the site is slated for July, but the Meta team will make the final call. They are posting updates in the #website-redesign Slack channel. Here is the most recent update, for example.

In the project thread linked above, you'll see that that the marketing-related goals are listed as:

Develop a strategic marketing plan for promoting Learn WordPress learning pathways.
Identify target audiences within the three groups of Learners and develop targeted campaigns for each group.
Develop clear messaging that speaks to each Learner group’s specific needs and pain points.
Track engagement and optimize marketing efforts over time.
Partner with the content creators and designers to create promotional materials, including blog posts, social media graphics, and email marketing campaigns, to promote the Learning Pathways effectively.

For the initial launch this July, we would like to focus on the last bullet point for now. We can discuss further marketing efforts later down the road, as more Learning Pathways targeting different groups and levels are rolled out over time. For now, the top priority is just to amplify the initial launch of the new site and Learning Pathways themselves, with an eye to tracking engagement and optimizing marketing efforts as we go along.

kathrynwp commented 6 months ago

Adding a courtesy ping to @sereedmedia since you were mentioned on the project thread, in case you'd still like to be involved. :)

ghost commented 6 months ago

I did an interview for The WordPress Way DEIB addition. BobWP, who runs the podcast, said that when the training team is ready to launch Learning Pathways he would love to do a panel discussion with 3-4 team members.

jagirbahesh commented 6 months ago

@lada7042 wow great, i am interested for the same.

abhansnuk commented 6 months ago

members.

Hello, with my DoTheWoo hat, we are very keen on continuing to promote Learn WP. We have talked about this for The WordPress Way and as a follow up to get more input and contributors to the resource, as we did for the individual learners survey too.

We were also helped by a number of other media in the WP space for the ILA, and they have shown interest in doing so again with targeted content. We can specifically collaborate with the revised focus in marketing on this later in the promotion and communications cycle too.

thetinyl commented 5 months ago

Thanks for creating this issue @kathrynwp!

BobWP, who runs the podcast, said that when the training team is ready to launch Learning Pathways he would love to do a panel discussion with 3-4 team members.

We were also helped by a number of other media in the WP space for the ILA, and they have shown interest in doing so again with targeted content.

@lada7042 @abhansnuk It's great to know there's already media interested. Not surprising to me, since Learn is an initiative that benefits so many within and outside of the WordPress ecosystem. 😄 This feels like it lines up with the efforts @rmartinezduque is working on with the WordPress Media Corps. Maybe something like a dedicated briefing all about Learn specifically for media partners?

A few ideas I've been pondering to help with initial launch promotion:

An announcement on WordPress/News
A video tour of the new Learn experience and Learning Pathways: This can be used across a variety of channels, including YouTube which can help expand our reach.
Collecting testimonials as people use the Learning Pathways material: Even if these aren't available pre-launch, having testimonials for marketing material later on would be a benefit.

As folks continue to share ideas here, I'm happy to collect them into a first draft communications plan. I can share it early next week.

thetinyl commented 5 months ago

As promised, here is an initial draft of the communications plan.

For feedback and additional ideas, please feel free to add them as comments or suggestions directly into the document. You can share feedback here in this issue as well.

Please review by June 18, 2024. That way we can finalize our plan and start creating/coordinating assets.

kathrynwp commented 5 months ago

Thanks for putting this together, @thetinyl! It looks very good to me, with a wide range of promotion and marketing activities to get the word out. I especially love the idea of a video tour to familiarize people with the new site and Learning Pathways.

I was also thinking of hosting an Online Workshop for the public, to do walkthrough of the new site over screenshare, with a live Q&A.

abhansnuk commented 5 months ago

@thetinyl looking at the Do The Woo schedule for The WordPress Way show, and when might work for LearnWP, offering with my DTW hat, Thursday 18 July 2024 for the recording? This would be at 16:00 UTC. We can create a preparation slot for the interviewees before that. This assumes the initial timeline is still July.

ghost commented 5 months ago

I posted the updates in the training team Slack channel so team members working on project are aware of outline and dates. Destiny Kanno, Wes Theron, Jonathan Bossenger , me -main contacts

thetinyl commented 5 months ago

Seems like everyone is comfortable with what's being proposed. So we can get things rolling!

I was also thinking of hosting an Online Workshop for the public, to do walkthrough of the new site over screenshare, with a live Q&A.

Love this idea, @kathrynwp! Did you have dates in mind for this (tentative based on the launch) already? I'm thinking it could be nice to host it the week after launch, that way we can include a mention of it in the /News announcement. What do you think?

looking at the Do The Woo schedule for The WordPress Way show, and when might work for LearnWP, offering with my DTW hat, Thursday 18 July 2024 for the recording? This would be at 16:00 UTC.

Thanks @abhansnuk! Without a firm date for the launch, I wonder if we can hold off on scheduling a Do the Woo appearance for now. Could you share some other open slots for mid/end of July and we can add those to the Comms plan for consideration?

I posted the updates in the training team Slack channel so team members working on project are aware of outline and dates. Destiny Kanno, Wes Theron, Jonathan Bossenger , me -main contacts

Thanks @lada7042! I'm also happy to share updates there and tag those main contacts, if that's helpful.

Next steps

The first deliverables on the list are the Video tour and /News announcement.
I can start drafting an outline/script for the video and the /News announcement next week (unless someone else has already started or wants to draft them). I'm also happy to coordinate with Design on getting the video produced.

abhansnuk commented 5 months ago

Hi @thetinyl thanks for the update. At DTW, we will be cross-linking with the release show where it has good links so moving it till later is fine for DTW.

The August 2024 WordPress Way is being planned at the moment, which would give more time on the launch and focus. This would be August 15, 2024. There is something we are working on for end of July, but as it looks like the comms plan may not be able to confirm dates for a little while, would the August date be better. We can reserve that slot if so, and move the existing planned topic and interviewees on a month.

abhansnuk commented 5 months ago

On the other items @thetinyl, I can help with reviewing and writing with you some of the news announcement. Happy to be involved in story boarding of the video, particularly looking at how we use it to reach international audiences too.

Love the online workshop idea @kathrynwp . Is there anything we can do with this which meetsup could use too?

Thanks.

kathrynwp commented 5 months ago

I'm thinking it could be nice to host it the week after launch, that way we can include a mention of it in the /News announcement. What do you think?

@thetinyl Yes, that timing sounds good to me! We'll keep close tabs on the launch date to schedule the Online Workshop accordingly and make sure it's published in time for the News announcement.

Is there anything we can do with this which meetsup could use too?

@abhansnuk Are you referring to local meetups? I was planning to ask the Community Team to promote the July Online Workshop about the Learn remake in their newletter to meetup organizers, but beyond that, I'm open to other ideas!

thetinyl commented 4 months ago

Launch video update:

The original suggestion was to have a video tour ready for launch, but given timing and the need for having up-to-date visuals, we'll need to pivot a bit. The suggested direction is to do two videos instead, one that can capitalize on the excitement of the launch and one that can follow-up to keep the redesign top of mind:

Video 1: A short (up to 0:30) teaser for Learning Pathways, on the new and improved Learn WordPress Video 2: A longer video tour that may also include some behind-the-scenes details on how this change came to be

thetinyl commented 4 months ago

Make sure to give a listen to the WordPress Briefing podcast: Episode 83 - Learning Pathways features a discussion with Josepha and Wes (from the Training team).

While technically outside of planned promotion activities for the Learn redesign launch, it's a nice way to pre-emptively drum up excitement for the changes happening with Learn. 🥳

thetinyl commented 4 months ago

👋 I've prepared a draft for the /News announcement that's ready for review. Please share any feedback by Friday, July 19 @ 13:00 UTC. That will let us wrap this up well before the current launch date.

A couple of related notes:

@kathrynwp I know you wanted to coordinate timing for the online workshop and add a mention in the announcement draft. I don't have a mention of it yet, so feel free to add details in the draft.
I have a couple of open-ended questions in comments in the draft as well. Any input on those would be appreciated.

thetinyl commented 4 months ago

A quick reminder to please provide any feedback on the /News announcement draft by Friday, July 19 @ 13:00 UTC. 🙏

kathrynwp commented 4 months ago

Wes Theron and I will host an Online Workshop to go over the new site, on August 12 at 21 UTC. Will add a link in the announcement post once I've set it up on Meetup.com

thetinyl commented 4 months ago

Quick updates:

Thanks everyone who was able to review and share feedback on the /News announcement. Here's a public preview of the latest draft in the CMS (graphics are forthcoming next week).
The teaser video is in progress with collaboration from Design (Thank you @fcoveram!)
In discussion with @rmartinezduque about a WordPress Media Corps briefing including the Learn launch. More details to follow next week.
Also next week: I'll share a draft of the proposed social content for the launch and post-launch.

kathrynwp commented 4 months ago

Wes Theron and I will host an Online Workshop to go over the new site, on August 12 at 21 UTC. Will add a link in the announcement post once I've set it up on Meetup.com

Update: I've moved up the date to August 6 and added a second workshop at a different time that day:

https://www.meetup.com/learn-wordpress-online-workshops/events/302434418/

https://www.meetup.com/learn-wordpress-online-workshops/events/302387426/

kathrynwp commented 4 months ago

Noting that the second Online Workshop has been shifted to August 8: https://www.meetup.com/learn-wordpress-online-workshops/events/302387426/

thetinyl commented 4 months ago

Social content update:

With the launch coming up this week, I've already scheduled some of the social posts for promotion. You can find the social content in this document.

rmartinezduque commented 4 months ago

👋 FYI: The details about the next briefing, which will include the Learn launch, have been published: https://make.wordpress.org/media-corps/2024/08/01/upcoming-media-corps-briefing-scheduled-for-august-7/

thetinyl commented 3 months ago

It's live!

The new Learn WordPress is officially launched! Here's how you can share the news:

abhansnuk commented 3 months ago

Hi @thetinyl thanks for the update. At DTW, we will be cross-linking with the release show where it has good links so moving it till later is fine for DTW.

The August 2024 WordPress Way is being planned at the moment, which would give more time on the launch and focus. This would be August 15, 2024. There is something we are working on for end of July, but as it looks like the comms plan may not be able to confirm dates for a little while, would the August date be better. We can reserve that slot if so, and move the existing planned topic and interviewees on a month.

Hi @thetinyl is there an update please on the dates shared for DoTheWoo for featuring the work, benefits and new site’s features? Courtney has this week for DTW also had a provisional conversation with Laura. DTW is looking to dedicate one main piece, ideally in the planned slot next Thursday. Bob would prefer to keep to the slots already set out if it is possible. It would be lovely if Laura would like to be part of that panel.

It would be great if we can confirm the date so we can get things finalized, images organized, and a preparation call with panellists booked in too. Thanks so much. Look forward to hearing from you.

rmartinezduque commented 3 months ago

Hi @abhansnuk, @thetinyl is currently on vacation, so I'm happy to help with this.

DTW is looking to dedicate one main piece, ideally in the planned slot next Thursday. Bob would prefer to keep to the slots already set out if it is possible.

Just to confirm, by next Thursday, you mean August 15, right? If so, I think that can work. How many panelists are you looking to join the show, and how can I best assist you?

abhansnuk commented 3 months ago

Hi @rmartinezduque thanks for the quick reply.

The slot for the recorded interview itself is Thursday 15 August 2024, 4pm UTC. Panellists would need to join 15 minutes before for final sound checks. I will arrange a preparation call before too. This also helps put panellists at ease, and to give any panellists new to interviews added assistance and aid their confidence.

To be most effective, three panellists maximum, but it works well with two too if they can show different aspects and come at it from different backgrounds of involvement. I am committed in the shows to inclusion of voices so we try to get folks from different countries where possible too. As this has had cross-teams collaboration and builds on the contribution in training over some time, it would be ideal if one of the panellists can help illustrate that too. Courtney has suggested perhaps a design team member. This could work really well to show the benefits of the changes, or if one of the panellists from training is able to speak on this side too, this would work too.

As I have been involved in various aspects of the journey and its background as a long term training contributor, I can help pull out some of the benefits and opportunities too through the questions and preparation. Together we can identify any additional useful info for the audience as both users / future users of the Learn WordPress site and potential future contributors.

Interviewees would need to have a microphone (not just the built-in mic on their computer), headphones, and ideally a wired internet connection.

Look forward to hearing from you Reyes. We can deal with the fine details on Slack to capture photos, discuss equipment etc, and as part of the detailed interview plan. Thanks.

rmartinezduque commented 3 months ago

Thanks for the detailed information, @abhansnuk. I checked with Kathryn Presner and Nick Diego and they are available on August 15 at 4 pm UTC. I think either of them (or both) could be great panelists because of their involvement in the Learn project and the different perspectives and backgrounds they bring. Plus, both illustrate the cross-team collaboration. Nick especially has some good insight into how the different teams worked together in the Learn WordPress redesign (as well as other refreshed WordPress.org sections).

For another participant, maybe Laura, who was earlier suggested, could join? Would you like me to check with her? Let me know your thoughts and whether the suggested folks fit what you're looking for.

abhansnuk commented 3 months ago

Hello @rmartinezduque that is great. Please do see if Laura would like to join. Could you please message me on slack with their timezones and where they are based please, plus their email addresses to send the studio link. Thanks Reyes.

ghost commented 3 months ago

@rmartinezduque I am happy to join. I will send @abhansnuk the information you requested. 😄

rmartinezduque commented 3 months ago

Thank you, @lada7042!

@abhansnuk, I already sent you the information requested via Slack. Feel free to reach out if there's anything else I can help with. Thanks again!

kathrynwp commented 3 months ago

The WordPress Way podcast is now out. Thank you so much, @abhansnuk for interviewing @lada7042, @ndiego and myself about the site relaunch: https://dothewoo.io/the-refresh-of-learn-wordpress-with-kathryn-presner-nick-diego-and-laura-adamonis/

thetinyl commented 3 months ago

Update on social and video tour

I've scheduled the second batch of social posts for the launch campaign. 🎉
Wes from the Training Team is helping with narration and recording for the video tour. The goal is for it to be ready by WCUS.

kathrynwp commented 3 months ago

I've posted Drawing new learners to the new Learn.WordPress.org for input from the Training team. Feedback is welcome until September 10, 2024.

thetinyl commented 2 months ago

The video tour is live as is a follow-up News post that speaks to how the launch and Learning Pathways have been received so far (which is all positive).

kaitohm commented 1 month ago

This issue can be closed as completed.

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