Scholars Academy Tutoring (SAT)

Social Media Marketing Strategy

Alessandro Bozzelli, Kadija de Paula, Nerissa Karacic, Charles Morgan, Christina Sackeyfio

Agenda

1. Company Overview▫ Brief Description▫ Communications History▫ Key Takeaways - Objectives

2. Research Study▫ Industry▫ Competition▫ Consumers

3. Segmentation and Positioning4. Social Media Marketing Plan

▫ Phase 1▫ Phase 2▫ Phase 3▫ Implementation Horizon

5. Key Takeaways

1.0: Company Overview1.1: SAT Brief Description1.2: Communication History1.3: Key Takeaways

1.1: SAT Brief Description

•Small For-Profit Tutoring Company

•5 locations, 10 students per location

•Primary Business: Ages 0-12 (JK-Gr. 6)

•Objective: Increase revenue by increasing student numbers.

1.2: SAT Communication HistoryOffline Online

• Flyer Campaign

• Direct Call Campaign

• First Hand Referrals

• Website▫ Web 1.0▫ One-way communication▫ Could be improved

• No Social Media

Owner: “What does Facebook have to do with tutoring?”

1.3: Key Takeaways - Objectives

Key Takeaways Objectives• Small Company and Small

Budget ($0)

• Uncomfortable with online space.

• Don’t believe social media and tutoring are compatible.

• Campaign must be very cost efficient.

• Campaign must slowly guide SAT to online space.

• Must prove that the target (TBD) exists online and a connection exists.

2.0: Research Study2.1: Industry2.2: Competition2.3: Consumers

2.1: Industry

SAT

2.2: Competition

Website Yes Yes Yes Yes Yes

InteractiveWebsite

Yes Yes No Yes No

Facebook Yes Yes No No No

Twitter Yes Yes No No No

Forum/BlogPresence

High High No No No

Evidence of2-way comm.

High Low No Yes No

Other ShareThis, MySpace, Buzz, Digg, AIM Share, StumbleUpon, Messenger

YouTube, Flikr None None None

Total 12 7 1 3 1

Industry Leader Local Direct Competitor

2.3: Consumers

The Parent The Child• “We target parents of

elementary school children... its generally the moms.”

• “The kids come here, and they are important to us, but

it’s the parents that pay.”

Key: Who makes the purchasing decision?

3.0: Segmentation & Positioning

3.1: Segmentation3.2: Positioning

3.1: Segmentation I

• Are moms really our target? Where are they?▫Owner & Personal Experience: Yes▫Tutoring Blogs (BlogTopList.com): Yes

“Our family feels that a good education is important for success, and our child needs extra help” – Elena

“Curious about tutoring programs, I’m reaching out to learn more” – Jane

▫Mommy Blogs (circleofmoms.com): Yes “I was just so sick of sitting all night every night doing

homework with my 10 year old son” – Kylie “I’m considering enrolling my 9 year old, is it effective?” - Coby

• Which Moms?▫Working Moms & Stay at Home Moms

3.1: Segmentation II

•Where are they?▫Facebook▫Blogs▫Website

•Which Moms?• Working Moms & Stay at Home Moms

Fb: 30% of users 25-45 are women

3.1: Segmentation III•Working Moms: What motivates her?

3.1: Segmentation IV•Stay at Home Mom: What motivates her?

3.1: Segmentation VSelf-Actualization (Morality, creativity)

Esteem (self-esteem, confidence)

Belonging (friendship, family)

Safety (security, health, property)

Physiological (food, water, sleep)

Stay at Home Mom

Confidence, Advice, Help

Goal: Reassurance

Working Mom

Wish, Time, Value, Incompetence

Goal: Time, Reassurance

3.1: Segmentation VI

• Donna is a 33 year old stay-at-home mom who is feeling insecure about her parenting skills because her child is doing poorly in school. She feels it reflects poorly on her ability as a mother and is afraid that other mothers will judge her.

3.1: Segmentation VII• Angela is a 33 year old working mom

who is so busy she gets less than 4 hours of sleep at night and has barely any time to help her 7 year old son John with his homework. His low grades make her feel guilty for not spending more time helping him and she fears that the other mothers judge her poorly because of this, making her doubt her ability as a parent.

3.2: Positioning I

SAT Parent’s ChoiceHigh Park AcademyPoint of Difference:

Curriculum-Based Tutoring

Point of Similarity:Qualified Tutors

Offline Tutoring

Point of Similarity:Qualified Tutors

Reason to Believe: If the goal is saving time and fulfilling her self confidence by reassuring her

parenting skills, curriculum-based tutoring provides the fastest results in the shortest amount of time.

3.2: Positioning II

•Positioning Statement:

To the stay-at-home mom and the working mom that wants more free time and reassurance of her parenting skills, SAT is the only offline tutoring company that effectively improves her children’s grades through curriculum-based tutoring.

4.0: Social Media Marketing plan

4.1: Phase 14.2: Phase 24.3: Phase 34.4: Implementation Horizon

Social Media Marketing Plan

UpdatePhase 1 EngagePhas

e 2 CompetePhase 3

1. Build Tolerance for Technology2. Update SAT Online

1. Engage Consumers (2-way)2. Increase student numbers

1. Move Business Model Online

Short Term Long Term

4.1: Phase 1: Updating

•Campaign 1: Update Website•Campaign 2: Search Engine Optimization

•Quick Wins: Introducing SAT to SMM•Increases Online Brand Image•Begins to incorporate 2 way

communication: engagement

Campaign 1: Update Website

Goal

• Create a professional website

• Starting point for Social Media integration and engagement

Why (RTP)?

• Primary contact point for Mom

• Moms want to be reassured, professionalism shows effectiveness of program

Metrics

• Time spent on website

Cost

• $500

Old WebsiteHarsh

Lots of Space, Only 2

Testimonials

SoundsCheap

“This looks like a word document posted on a website”

“Copyright 2005? Does anyone ever check this?”

“The testimonial sounds fake. It doesn’t look like anyone visits this page”

New Website

New Brand Image

Parent/Kids Video

Testimonials

Social MediaPreparation

Campaign 2: Search Engine Optimization

Goal

• Increase occurrence in search results.

Why (RTP)?

• Moms use Google search as a first point when looking to find tutoring services

Metrics

• Click-through rates

Cost

• Included in Website Price

Search Results Sample

Current State Future State• Currently, doesn’t come

up on first 3 pages of Google search.

• Accurately describe content.

• Create unique tags/titles.

4.2: Phase 2: Engaging

•Campaign 1: Facebook•Campaign 2: Blog Presence•Campaign 3: Video Testimonial

•Engage the moms•Create 2 way communication•Increase WOM

Campaign 1: Facebook Group

Goal

• Increase SAT’s association with Confidence by leveraging the association between academic progress and successful parenting.

Why (RTP)?

• Moms can see what/that their kids are learning and gain confidence

• Kids get prizes

Metrics

• # Wall posts

• # of Likes

Cost

• Page is Free

• Staff Member ($0)

• Cost of gift ($50/month)

“Look what I learned!”

How it works

• SAT creates a Facebook group that all of its students and parents can join.

• Students post two new things learned every visit to SAT

• For every 10 “likes” that a student receives from a parent, the student receives a gift (book, pencil crayons, etc.)

• Tutors will also post, validating the learning and showing 2-way communication.

• This encourages students to be proud of their learning, shows parents that progress is being made, introduces an element of competition.

Campaign 2: Blog Presence

Goal

• Increase WOM

• Strengthen connection between SAT, good academic performance and good parenting

• Initiate a conversation

Why (RTP)?

• Moms can boast about what their child is learning

• Get a free session of tutoring

Metrics

• # Responses

• # Inquiries

Cost

• Staff Member ($0)

• Cost of Tutor ($20/hr)

• Assume 2/month

TopMommyBlogs

How it works

•Encourage moms to blog about their experience on the three most popular Mom Blogs: Circle of moms, Tired Mommy Tales and TopMommyBlog.

•After posting on each Blog, the mom gets one session free.

•This encourages the mom to share her experience (positive or negative) and starts a conversation online.

•It also increases visbility.

Campaign 3: Video Testimonials

Goal

• Strengthen connection between SAT, good academic performance and good parenting

Why (RTP)?

• Same reward as Blog Posting.

• Can use video testimonial/ review instead of posting on Blog.

Metrics

• # Views

Cost

• Staff Member ($0)

• Cost of Tutor ($20/hr)

• Assume 2/month

How it works

•Encourage moms to create a video testimonial about her experience and share it on the new SAT website and/or on the three most popular Mom Blogs: Circle of moms, Tired Mommy Tales and TopMommyBlog.

•The mom gets one session free.•This encourages the mom to share her

experience (positive or negative) and starts a conversation online.

•It also increases visbility.

4.3: Phase 3

•Business Model Change: Online Tutoring

•Increase Market•Become more competitive in todays

environment•Fulfill the “Time” need of the working

mom

Online Tutoring

Goal

• Expand market

• Strengthen connection between SAT, good academic performance and good parenting while being Time efficient

Why (RTP)?

• Busy mom saves a lot of time

• Same benefit, less time cost.

Metrics

• # Online Users

• Online Revenue

Cost

• Paypal ($30/month)

• Skype Premium ($80/year)

• SkedX ($30/month)

How it Works

Online Scheduling Online Video Tutoring Online Payment

4.4: Implementation HorizonJ J A S O N D J F M A M Budge

tP1C1: Website $500

P1C2: Search Opti.

$0

P2C1: Facebook $400

P2C2: Blogs $240

P2C3: Video $240

P3: Skype N/A

TOTAL BUDGET$1,380

Update Engage …Compete

5.0: Key Takeaways

Key Takeaways

1. Difficult to suggest SMM with no budget▫ Small Company

2. Difficult to get owners on board (Tech. averse)

▫ Need to guide them slowly

3. Social Media can sometimes force you to change your business model

▫ Change is difficult for some owners