Post on 16-Jul-2015
OLYMPION HIGH SCHOOL
By: Andreas Kriticos
Evangelia Philippou
Andhina Dian Adhyanti
THE SCHOOL
BRAND POSITIONING:
“THE GREEK-SPEAKING, AFFORDABLE, PRIVATE HIGH SCHOOL
WHICH VALUES THE STUDENT.”
CURRENT IMC STRATEGY
Advertising
Billboards and radio spots.
Billboards are displayed on the main highways connecting the capital to the surrounding villages.
Radio spot, between January and May because during this time students submit their applications for the entrance exams.
Direct Marketing
Flyers to households in the villages around the school.
Sales and Customer Service
Brochures handed to prospective students
Tours 3 – 4 times a year
Public Relationship
Athletic cultural events organized and promoted by the school
Corporate philanthropy
Donating and volunteering with Cyprus Red Cross
Facebook Group
Website
Capital: Nicosia
city center
Saturated MarketSchool
Target Market
MARKET SIZE: 6,000 PEOPLE AGED 10-12
NICOSIA
SMM COMPLIMENTING CURRENT STRATEGY
Stay connected with our customers-Up to date withstudents/Informative to Parents
Have real-time communication with parents and students Make the brand more trendy Increase market share Achieve competitive advantage Attract new customers Find out what customers think of your business in order to improve
Publicity Advertising Achieve efficiency (Release grades online, recruit via LinkedIn, pay
tuitions online) When they “like” us they will tell other people Constant contact with customers Gather information about us in one ‘place’ Provide customer services by offering real-time response Parents want to be continuously updated about the institution of
their children Inform the society for charities, cultural and sports events
TARGET AUDIENCE
Young people 10-12 years old & their parents
Greek Speakers
Nicosia Residents
$60,000 < Salary
Primary School
Graduates
TECHNOGRAPHICS
Joiners, Spectators, Creators, Critics
(Students & Parents)
Joiners, Spectators, Creators (Mostly
Parents)
Spectators
(Students &
Parents)
COMPETITION
None of our
competitors use
any other
platforms
STRATEGY OVERVIEW
By using social media platforms we aim to:
Make our brand name more trendy
Reach our customers (parents & students) in real-
time
Achieve efficiency – Instead of sending letter by mail,
we will now reach them instantly online
Optimize existing strategy (Facebook Page is poor)
Boost online conversations to attract new customers
Develop closer relationships with parents
Become more reachable & appealing to potential
employees (especially teacher) in order to choose
from a bigger pool of talent
PLATFORMS THAT SHOULD BE USED
For Students For Parents
For Recruitment
For All
STRATEGY
Currently 185 Likes Target 1000 by the end of
the year
Weekly updates sharing events, student
achievements and news
Encourage check-ins at philanthropic, cultural or
athletic events that are related to the school
STRATEGY
Currently NO account
Target 0400 followers in the first year and 800 in the 2nd year
Make announcements such as: “The results of Class 4 are out” or “5 days left for the cultural evening of the school”
Listen to what students of other schools say about us
Find out what parents would like/dislike to see in our school services
Answer to any questions they could possibly have in real-time
Follow competitors to see what are they doing
STRATEGY
Currently NO official channel
Target: to collaborate with students and reach 400
subscribers by the end of the year
Share videos from athletic/cultural events
Share “how to…” videos to help students and
parents
Use existing YouTube videos through other
platforms to share trendy/funny/interesting stuff
STRATEGY
Currently NO use of LinkedIn
Target: Recruitment through LinkedIn
Build a Professional Online Presence: Profile
Add Connections with “Warm” Contacts and Alumni
Help Undecided Students Explore Opportunities
Help to find Relevant Jobs and Internships: Student
Jobs Portal
Encourage group discussions
ENGAGEMENT
Start conversations by telling stories that students would be interested in
Use pictures (Photos on Facebook generate 53% more likes than the average post)
Posts showing what happens behind the scenes (people and especially students and parents are curious by nature)
Call of Action by Competitions: “Share the Page”, “hashtag #OlympionCy” and win 2 cinema/soccer/theatre/concert tickets
Cross-Reference accounts (i.e. post YouTube videos on Facebook & Twitter, announce available positions on the latter and redirect them to LinkedIn etc.)
Engage discussion on LinkedIn
Post cool images & videos not necessarily related to school activities (Golden Globes Highlights, Soccer Trends etc.)
Post at Times Ideal for Your Fans
Ask questions (What do you think of Beyoncé's new song? Did you like Kardashian’s wedding?)
Comment on trending events and engage conversations
ENGAGEMENT
Endorse personnel on LinkedIn to attract the attention
Create group discussions on LinkedIn among teachers, departments and management
Post images, to get 98% more comments on LinkedIn
Share YouTube on LinkedIn (on average, we’ll generate 75% more shares)
60% of connections on LinkedIn are interested in our updates, while only 43% are interested in news or academic services for the school, therefore if we develop e networks, our employees will interact with each other
Collaborate with parents’ businesses through LinkedIn (in the form of sponsorships, donations etc.), in order to strengthen the bonds
CRISIS MANAGEMENT
Monitor Twitter/Facebook mentions of our services
in order to respond swiftly to any negative
circumstances.
YouTube is the best (and fastest) way to send out a
public announcement when our school needs to
make a statement about an ongoing situation (ex.
Bullying)
Use cross-platform messaging to reach as many
people as possible at real-time
Being in touch with customers helps us prevent a
crisis
METRICS
# of Friends
# of Likes
# of Check-ins
# of Shares
# of Followers
# of Re-tweets
Conversations
# of Subscribers
# of Views
# of comments under each video
# of Connections
# of Endorsements
MONITORING & CONTROL
Analytics: sproutsocial.com, Google Analytics,
Each platforms’ own Analytics
Social Media Marketing Employee will be hired for
$500/month (Part Time)
Responsible of doing the analytics
“Listening” to the conversations
Post & Update our accounts in the corresponding
platforms
Promote them as agreed
Report to the Management in order to make any
reforms to the strategy if necessary
SUCCESS EVALUATION
Number of new applications (Students & Teachers)
Evaluation/Feedback from Students & Parents
Number of new Followers on Facebook , Twitter, YouTube & LinkedIn
% Engagement according to our posts
Number of likes, tweets, views, applications through LinkedIn
Posted Link Clicks
Site Visits
Comments or Mentions
Content Likes or retweets
Direct Messages
Brand awareness
Shareability
Increase in teaching levels based on the new pool of employees
Attendance/ Ticket Sales for our Cultural, Sports events
ROI
Investment: $500/monthly
for PT SMM employee
Target: 200 extra
applications/year
Target: 100 extra students
will be accepted
ROI: $35,000-$500=69%
$500
BREAK-EVEN
For SMM investment
B/E = 1 student!
For the entire operation =
350 students
THANK YOU!
Evangelia Philippou
Andreas Kriticos
Andhina Dian Adhyanti