Shanghai, September 5, 2011

Yew Chung International School of Shanghai

Embracing and Engaging Our Children

Through Global Education

Warming up

How many International Schools are in Shanghai?

A: 25 B: 28

How many expat children attend schools in Shanghai?

A: 21,000 B: 24,000

Ready?

What is the first thing parents do

when deciding to relocate to Shanghai?

Education for our children

Housing for our family

Google search “Shanghai International School”

How do we get mothers and fathers

emotionally excited about YCIS –Shanghai?

What is stronger than the seal of approval from a mother?

Our best marketers are our parents

Primary Social MediaObjectives

Reach prospective parents and other influencers such as current parents through new social media avenues

Expand the reach of existing social media programs in reaching prospective students

Mobilize our alumni to assist in student recruitment through social media

Social Networks

People ask questions in social media; besides, you get a chance to answer these questions and create brand awareness amongst parents, competitors, existing students, etc.

Monitor and Engage in Microblog Conversations

Eblasts Banner Ads & Newsletters

School Mascot “Hi Marshmallow!”

Blog Posts/Tours/Contests

Videos/Podcasts/Photography

Social media marketing is not simply setting up a Facebook Page, Twitter account or Weibo account.

A thoughtful goal is needed and so is our social media strategy. Engaging our parents in social media and empowering them to promote YCIS Shanghai can lead to high growth in brand awareness and ROI.

• Create content worth sharing• Encourage appropriate content from students & parents• Join the conversation• Use relevant tools such as events for “Open House”• Use social ads with demographic targets (target students by age, education level & country)• Use API to integrate our website• Get help from alumni

Connecting the School Community On A Social Networking Site

Our ultimate goal…

Thank you!