A director of Kinma School since April 2012, I am the marketing coordinator. This is part of a presentation given at the 2014 AGM to show the results of the previous years' marketing strategy.

1. Kinma marketing: results

2. Student numbers
0
10
20
30
40
50
60
70
80
90
100
2013 2014 2015
Preschool
Primary

3. Preschool > Primary intake 2014
68% conversion
Preschool
External
Going to other primary

4. Future growth
 We can accommodate 90 students in Primary, but 75 is our happy
maximum – we are aiming to have 75 students in Primary by Jan 2015
 We aim to see Preschool full by Jun 2014 – approx 20 placements
currently available
 Playgroup is full – we are tracking Playgroup > Preschool conversion
this year
 We are aiming to have a waiting list for both Primary and Preschool
in 2014

5. Focus for 2014 marketing
 Preschool – build our numbers back up
 External Primary intake for 2015 – aiming for 10 enrolments
 Continue to attract new families in Playgroup
 Position Kinma as a leader in progressive/ democratic education in
Australia and internationally – Lighthouse project

6. Social reach and online engagement

7. Kinma website stats
Over the last 3 months, there have been:
• 2,901 visits to the site
• 62.74% new visits
• For an average of duration of 2:49

8. What do people look at on the site?

9. Where are people coming to the site from?

10. How engaged are people on our Facebook page?

11. Who are our Facebook followers?

12. Actions
 What can we do to improve conversion rates from Playgroup > Preschool and
Preschool > Primary?
 What can we do to attract prospective external families to Preschool and Primary?
 How can we capitalise on our social media and online presence?
 What can we do to increase awareness of Kinma in the broader community?
 What can we do to better support our families? How can we improve
communications?
 What can we do to increase engagement in progressive education in the broader
education sector? How can we contribute in constructive ways?

13. Plan of attack: 2014

14. Marketing plan
Marketing
 Direct mail campaign - targeting households in a range of northern beaches and upper
north shore post codes
 Marketing pack mailouts to selected early childhood clinics and child care centres
 Market stalls
 Website
 YouTube - develop more videos to promote Kinma
Advertising
 Google Adwords
 Facebook ads + promotional posts
 Online advertising and networking with relevant magazines, groups and associations
 Local newspaper advertising - Manly Daily
 Listing in Sydney’s Child (March and August)

15. Marketing plan
PR and community engagement
 Editorial in newspapers and magazines (local, national, international) - press release kit
 Facebook - our page + engagement with other groups, pages and forums
 Wikipedia entry
 Speaking at TEDx or Pechu Kulchu events - pitch doc + representative required
 Community forums with progressive ed advocates at Kinma
 Attending education forums and conferences - representative required
 Attending ADEC/IDEC conferences - representative required
 Online links
 Radio interviews - press release kit + representative required
 Australian Story (ABC)?

16. How will we measure our success?
 Number of phone/email enquiries and enrolments
 Google Analytics - tracking our website data and adwords campaigns
 Facebook stats - tracking our FB page and ad campaigns
 Feedback and questionnaires
 asked by Julie when people enquire
 Survey monkey - set up several online surveys and feedback forms to collect
data digitally
 Increased engagement within the school and level of satisfaction/happiness
within parent community

17. Kinma: a vibrant living school
75 self-empowered kids, a happy and healthy core of amazing teachers & an actively engaged
community of parents here we come!