Chinese school presentation rev 12

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Social Media Class Presentation Ying and Chris

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Chinese school presentation rev 12

  1. 1. Developing a Social Media Program:Dong Fang Chinese Education Institute Insights and Opportunities in Social Media: Final Project University of Chicago Graham School Jason Parker, Instructor Ying Wehrenberg Chris Jones February 12th, 2011
  2. 2. Table of ContentsTable of Contents………………………………………………………………………1Background, Mission…………………………………………………………………..2Background, Objective……...………………………………………………………...3Motivation………………………..……………….………………………...................4Opportunity….....………………………………………………………………………6Listening….…………………………………………………………………………….7Means of Connecting..………………………………………………………………..9Rallying.……………………………………………………………………………......15Measuring Success.…………………………………………………………….........16
  3. 3. BackgroundMission: Dong Fang Chinese Education Institute is a not-for-profitorganization which is committed to teaching the Chinese languageto children in the Chinese community and others desiring highlevel Mandarin. It promotes cultural exchange and understandingbetween the Chinese and Western traditions.• It was established in 2006. Currently, the school has about 100students and 7 teachers, teaching from Kindergarten to 7th grade.•The school charges minimum tuition & fees in order to make sure it isaffordable to every family. Financial records are open to the public.The teachers and management team consists of the parents of thestudents.Problem: The school was operating at break-even for the last couple ofyears. Recently the student enrollment dropped at the same timeschool operating cost increased. If this trend continues, the schoolwill face operating losses in the future.
  4. 4. BackgroundObjective:1. Increase awareness of the school & enrollment in the future2. Seek more support and sponsorship from the local community and Chinese Embassy3. Promote parent involvement and set up organized volunteer team4. Maintain quality of teachers and constantly improve teaching curriculum
  5. 5. MotivationTarget Market:• Middle age (parent)• Families that have at least a parent who is a Chinese speaker• Those who value educationConsumer Behavior:• Highly involved in their children’s education• Academic focus (highly educated themselves)• Most parents are still adjusting to the new environment and western traditions• Traditional Chinese parenting style• Believe that learning Chinese is a must
  6. 6. Motivation1. Want to be better parent2. Want to give brighter future for their children• Learning Chinese is a long-term commitment. It is not easy for both children and parents• It requires each other’s support and exchange idea from parents• Creating a fun environment for children to learn is crucial.• Find friends who can share stories that are easy to understand through similar backgrounds in this new environment.
  7. 7. OpportunityOverall Strategy:• Word of mouth• Leverage the social graph(people want to be at where their friends are) To provide a fun and friendly environment for the children to study Chinese and for parents to be able to support each other. The school can use social media tool to encourage parents to interact, stimulating discussion and engagement. And ultimately to connect with the school. By having similar backgrounds, similar interests and goals, the school can use social networking to share experiences and stories, create a community that will support the school in the long run.
  8. 8. Listening Overall approach: • Monitoring 1) To listen in on the conversations among parents. 2) Identify key issues affecting parents and students 3) Enable school to measure the effects of its marketing efforts by monitoring buzz before and after. We have made the assumption that 50% of the parents are active in Social Media and the School’s participation in the space.
  9. 9. Listening Information Using: • Insight development • Influencer identification Recent study & conclusion: • More than 60% of the existing parents are recommended by their friend or other parents that enrolled their children in the school. • It would be wise to market to existing parents in hopes of spreading word of mouth.
  10. 10. Means of ConnectingThree Tactics:1. Create a Community by using Facebook, Twitter, and Blog2. Content Calendar3. Rating and Review (posting on website)
  11. 11. Means of ConnectingCreate a Community1. Facebook• Develop a Facebook page that allows parents to share the challenges of learning Chinese, as well as different parenting styles and preferences.Custom apps and unique content include:1. Youtube (content will be mentioned in rallying later)2. Current news of China3. Photo of extra curriculum activities ( include winners of the photo contest & their pictures)4. Games that are geared toward fun ways of learning Chinese for the whole family5. Chinese book club6. Compete in riddle (in Chinese)
  12. 12. Means of ConnectingCreating a Community2. Twitter• Incorporate Twitter into school Facebook page, aggregated tweets from famous Chinese musician like Lang Lang* Chinese believe that music will enhance brain activity. Most of the parents (especially the well-to-do) will send their kids for music lessons.
  13. 13. Means of ConnectingCreate a Community3. Blogging• In order to create an open dialogue with parents, the principal of the school will blog about current happenings at the school and seek feedback.• The goal is to support existing parents. We will introduce the blog through email and all administration to parent correspondence.• Include links to the blogs that is are popular among parents (example, Tiger Mom), and post comments on them to lead people back to school blog.• The text of school posts will talk about, for example, different parenting style, the dos and don’ts, different points of view between Chinese and western parent, etc…• The comment section will encourage parent feedback
  14. 14. Means of ConnectingContent Calendar• Our blogging schedule will begin monthly and increase as we grow.Example of the plan:Jan: School preparation after winter breakFeb: Chinese New Year CelebrationMarch: Fund raising dinner partyApril: Spring Break tripMay: Summer Camp selectionJune: Parade in China townJuly: Summer Camp activityAug: Holiday trip to ChinaSept: Welcome back & Hello to new friendsOct: Celebrate Chinese National dayNov: Music MonthDec: Holiday Season, Western tradition
  15. 15. January 2011 Social Media Posting ScheduleSunday Monday Tuesday Wednesday Thursday Friday Saturday Date Theme Topic Contributor Keywords 1 Twitter 3-Jan Events Chinese New Year School Principal new technology 2 3 4 5 6 7 8 Blog 3-Jan Events Chinese New Year School Principal industry benchmarks 9 10 11 12 13 14 15 Facebook Group 3-Jan Chinese New Year new technology 16 17 18 19 20 21 22 Other 23 24 25 26 27 28 29 30 31
  16. 16. Means of ConnectingRating & ReviewWe will put the parent’s rating and review on school website because:• Word of mouth is a powerful amplifier of brand marketing, achieving results no media campaign can achieve• It’s believable, self reinforcing and self-spreading• It gives the parent’s the ability to have a voice and that the school is listening.• It helps monitoring and generate insights, and finally help with influencer identification
  17. 17. RallyingSlogan: “You Can Do It!”Goal• To stimulate the parent’s motivations and to energize the parent to aim high on their life journey.Rules• Both parent’s and children will write down an item for the wish list, and submit to school wish list box or send online.Feedback & Voluntary Participation• Interesting and different wishes will be posted on school Facebook page and Youtube as school’s marketing campaign
  18. 18. Measuring Success1. Rating & Review2. Number of children enrolled3. Amount of funds raised from local community and Chinese Embassy4. Number of fans and followers on social media

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