1. Scholars Academy Tutoring (SAT) Social Media Marketing Strategy Alessandro Bozzelli, Kadija de Paula, NerissaKaracic, Charles Morgan, Christina Sackeyfio
2. Agenda Company Overview Brief Description Communications History Key Takeaways - Objectives Research Study Industry Competition Consumers Segmentation and Positioning Social Media Marketing Plan Phase 1 Phase 2 Phase 3 Implementation Horizon Key Takeaways
3. 1.0: Company Overview 1.1: SAT Brief Description 1.2: Communication History 1.3: Key Takeaways
4. 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.
5. 1.2: SAT Communication History Offline 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?”
6. 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.
10. 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?
12. 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
16. 3.1: Segmentation V Working Mom Wish, Time, Value, Incompetence Goal: Time, Reassurance Stay at Home Mom Confidence, Advice, Help Goal: Reassurance
17. 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.
18. 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.
19. 3.2: Positioning I Offline Tutoring Point of Similarity: Qualified Tutors Point of Similarity: Qualified Tutors Parent’s Choice High Park Academy SAT Point of Difference: Curriculum-Based Tutoring 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.
20. 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.
21. 4.0: Social Media Marketing plan 4.1: Phase 1 4.2: Phase 2 4.3: Phase 3 4.4: Implementation Horizon
22. Social Media Marketing Plan Move Business Model Online Engage Consumers (2-way) Increase student numbers Build Tolerance for Technology Update SAT Online Short Term Long Term
23. 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
25. Old Website Harsh Sounds Cheap Lots of Space, Only 2 Testimonials “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”
26. NewWebsite New Brand Image Parent/Kids Video Testimonials Social Media Preparation
28. 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.
29. 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
31. 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.
33. 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.
35. 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.
36. 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
41. Key Takeaways Difficult to suggest SMM with no budget Small Company Difficult to get owners on board (Tech. averse) Need to guide them slowly Social Media can sometimes force you to change your business model Change is difficult for some owners
A sample 20-minute presentation should:Briefly overview the company/ brand and (social) marketing and media communication history, and your focus upon it, detailing why it is interesting and what we can learn from it (2-3 minutes; 1-2 slides)Describe the research method and highlight the results of your social media research study (3-4 minutes; 1-3 slides)Then, provide details and rationale for your new marketing strategy focusing on the desired target segment and your positioning strategy(3 minutes; 2-3 slides)Then, run in detail through your new social media marketing plan¸ encompassing your new, follow-up campaign, providing interesting details as you go (5-7 minutes; 4-7 slides)Finish by summarizing your key takeaways from the project (your team’s learning experience) (1-2 minutes; 1-2 slides)
What age groups do you get most of your business from?( 0-12), (13-18), (19+)0-12. are the students' ages but the business is from parents who have these children How much do you charge the customer per hour?/per month?For one subject $85 and two subjects $155 per monthHow many locations do you currently own? How many customers per location?About 5 locations with an average of 5 students per location How many students enrolled? Total? Per location?See aboveHow much do you pay your tutors?$20 per hourWho is your target market? (who is the customer)Parents with elementary school childrenWhat is your objective for this business?To make money
Goals, Platform, metrics, reason to participate. It is the primary contact point.Mom’s want to be reassured, website need to look professional.Build a basis for engagement.
The new website will improve SAT brand image onlineThe objective is to increase online traffic
