This is a blueprint offered by a marketing agency to its client. Analyses problems in their digital marketing strategy and shows them how it can be fixed.
Service provider's name is Bloom Digital Private Limited ans the client is called First Friends Campus.
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Bloom Blueprint - First Friends Campus.pptx.pdf
1. BLOOM X FIRST FRIENDS CAMPUS
Social Media Marketing Blueprint
2. CONTENTS
Competitor Analysis
General Market Observations
Analysis - Current Social Media
Strategy
Strategic Competitor Insights
Roadmap
Reporting
Resources at Bloom
The following document is a research and
an analysis of First Friends Campus’ digital
presence and their competitors.
We’ve studied your existing social media
presence to make data-driven
recommendations on ways to make your
social media presence more attractive and
engaging to build a community of raving
fans who can boost the awareness of First
Friends Campus online.
SOCIAL MEDIA MARKETING STRATEGY &
RESEARCH
First Friends Campus
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4. COMPETITOR ANALYSIS
SOCIAL MEDIA - MAJOR COMPETITORS
Competitor
Facebook LinkedIn Twitter Instagram Overall Digital
Presence
First Friends Campus 19,000 712 18 1,353 Active
ANC Education 111,154 2,800 17 5,668 Active
ESOFT 14,025 33,302 4,411 6,486 Moderate
BCAS 19,842 12,346 2,050 445 Moderate
ICBT 83,490 7,320 679 9,233 Moderate
ICBS 264 1,400 40 2,335 Active
Warlton International Campus 4,200 213 - 152 Moderate
Note: Data was last accessed on 11/10/2022.
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5. General Market
Observations
This section contains a set of strategic insights about social media trends and best
practices followed in the Sri Lankan private education industry.
6. - Overall, Facebook & Instagram are the most actively used social media platforms in the market.
- Competitors use Facebook & Instagram to maintain their community of followers and to boost their posts to generate leads and
increase their revenue.
- On these platforms, First Friends Campus, Imperial College, and American National College have the highest activity on social media
- they post content that attracts, engages, and delights their audience.
- Comparatively, LinkedIn is the least active platform across all competitors.
- Smaller competitors are inactive, outside of posting/resharing the same content on FB/IG & Twitter.
- There is an opportunity for First Friends Campus to reach thousands of users based in Sri Lanka by posting valuable content on
LinkedIn. .
- This is because LinkedIn’s algorithm tries to promote its content creators as much as possible due to a shortage in the no. of
content creators on the platform.
- Therefore, it is a gap in the market which other competitors have not leveraged yet, and First Friends Campus can become the first
to do so.
GENERAL MARKET OBSERVATIONS
OBSERVATIONS - SOCIAL MEDIA
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7. - The problem with the social media marketing efforts of most competitors is that they only focus on posting the programs available at their
institutions.
- A better approach to grow on social media for First Friends Campus would be not to focus only on posting about programs, but they could
also post about:
- Events in the company
- Student Testimonials
- Fun Facts about the campus and it’s programs
- Educational “How To” posts
- All in all, a better social media profile can be maintained by creating content that adds value instead of vaguely promoting programs.
GENERAL MARKET OBSERVATIONS
OBSERVATIONS - SOCIAL MEDIA
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8. Analysis - Current
Social Media Strategy
This section describes the best practices your brand is following online.
9. The following table shows a set of strategic insights about the content produced by your institution on its social media accounts.
CURRENT SOCIAL MEDIA STRATEGY
FIRST FRIENDS CAMPUS
Strategic Insight Explanation
Humanizing the brand You use real images and videos of moments that occur in the campus.
This gives users a feeling of what it’s like to be a part of First Friends
Campus.
Real-time content First Friends Campus posts about real-time events such as:
- The death of Queen Elizabeth
- Children’s Day
- The commencement of exams in Sri Lanka
Mixed formats for a content-rich profile Instead of posting only graphics-heavy content, you make a difference
by using a rich mix of graphics, real imagery, videos, reels, GIFs and so
on.
User Generated Content First Friends Campus builds a strong community on social media by
sharing the posts of your stakeholders and encouraging your
stakeholders to upload posts in the campus
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10. Strategic Insight 02
Strategic Insight 01 Strategic Insight 03
CURRENT SOCIAL MEDIA STRATEGY
FIRST FRIENDS CAMPUS
Humanizing the brand Real-time content Mixed formats for a content-rich
profile - graphics, videos, GIFs, reels
etc
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12. The following table shows a set of strategic insights about the content produced by ANC on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
AMERICAN NATIONAL COLLEGE
Strategic Insight Explanation
Active Social Media Presence Unlike most competitors, ANC constantly updates its social media with
stories, reels, posts, and TikTok videos.
Real-imagery approach ANC’s social media is mostly comprised of real imagery such as photos
and video footage, unlike most competitors who rely on graphics-heavy
content.
Messaging Strategy ANC maintains a profile in which the brand is portrayed as being friendly
yet professional.
This can be seen in their captions. Some posts are humorous, but their
choice of words portray professionalism to the user.
Documenting life at ANC ANC frequently uploads content which shows users what it’s like to be a
student at ANC.
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13. Strategic Insight 02
Strategic Insight 01 Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
AMERICAN NATIONAL COLLEGE
Active Social Media Presence - Stories
are always up to date
Real-imagery - the majority of posts
are real photos or video footage
Messaging Strategy
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15. The following table shows a set of strategic insights about the content produced by ESOFT on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
ESOFT
Strategic Insight Explanation
Educational content ESOFT creates content that educates the audience on various topics.
An example of this is a post that talks about the importance of Poya Day
and why it exists.
Recognizing students on social media ESOFT recognizes outstanding performance of its students by honoring
them on social media. This type of content is likely to be shared by the
friends and family members of students who get recognized.
Maintaining a consistent color palette ESOFT maintains a theme of blue and white across their social media to
develop a consistent brand which users can easily recognize and
remember.
Integrated campaigns When there is a major event, occasion, or service being launched,
ESOFT uploads a series of similar looking posts to boost awareness.
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16. Strategic Insight 02
Strategic Insight 01 Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
ESOFT
Educational Content Recognizing students on social media
Maintaining a consistent colour
palette
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18. The following table shows a set of strategic insights about the content produced by BCAS on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
BCAS
Strategic Insight Explanation
“The brochure” social media approach The majority of BCAS’s posts on social media are are banners that
advertise their courses.
Event footage BCAS receives the highest engagement on posts in which they upload
photos, videos, and reels of events such as graduation ceremonies.
Flashy and noisy creatives BCAS uses an aggressive creative approach where their graphics are
full of colours and flashy texts in an attempt to distract users who are
scrolling through their social media.
Messaging strategy BCAS’s messaging strategy is to communicate benefits of their
programs by addressing potential students through the use of sentences
such as “Choose Your Dream Country And Be A Qualified Nurse”.
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19. Strategic Insight 02
Strategic Insight 01 Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
BCAS
“The brochure” social media approach
Event footage
Flashy & Noisy Creatives
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21. The following table shows a set of strategic insights about the content produced by ICBT on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
ICBT
Strategic Insight Explanation
“The ICBT vibe” real imagery ICBT uses real images to communicate the fun, “party culture” at ICBT.
They often portray images of their students having fun at various events.
“The 5% announcement posts” approach ICBT takes an approach where they rarely post advertisement type
content that promotes their programs in an attempt to ensure that their
content is always engaging and interesting.
They seem to understand the fact that users are not interested in
frequent course promotions on social media.
Daily updates ICBT uploads stories on Instagram on a daily basis to keep the
community engaged with the brand.
User-generated content ICBT often reshares content such as Instagram stories shared by their
students.
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22. Strategic Insight 02
Strategic Insight 01
Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
ICBT
“The ICBT vibe” real imagery “The 5% announcement posts” approach Daily updates
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24. The following table shows a set of strategic insights about the content produced by Imperial College on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
IMPERIAL COLLEGE
Strategic Insight Explanation
Maintaining a consistent color palette Imperial College maintains a theme of blue and red across their social
media to develop a consistent brand which users can easily recognize
and remember.
Humanizing the brand Imperial College humanizes their brand by creating content that normal
people resonate with, such as a selfie which students had taken with a
caption that says “TODAY ❤”.
This makes Imperial College’s approach very different because most
brands create posts that look like ads, while Imperial College creates
content that is a perfect balance between what users love and what
most brands do.
Documenting the fun at ICBS They post content with elements such as students playing video games
to make users embrace the culture at Imperial College.
To document the fun at ICBS, they also write short, humorous captions.
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25. Strategic Insight 02
Strategic Insight 01 Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
IMPERIAL COLLEGE
Maintaining a consistent color palette
Humanizing the brand
Documenting the fun at ICBS
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26. The following table shows a set of strategic insights about the content produced by Warlton International Campus on their social media accounts.
STRATEGIC COMPETITOR INSIGHTS
WARLTON INTERNATIONAL CAMPUS
Strategic Insight Explanation
Quotes The majority of posts in Warlton International Campus’ feed are quotes
that inspire users to become successful.
Real-time content Warlton International Campus posts about real-time events such as:
- Mother’s Day
- Labour Day
- The commencement of O/L exams in Sri Lanka
Creative Designs They use unique, attention-grabbing design concepts.
Educational Content The company posts facts that educate their audience.
Memes Warlton International Campus posts memes that also happen to
promote their brand (branded content).
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28. Strategic Insight 02 Strategic Insight 03
STRATEGIC COMPETITOR INSIGHTS
WARLTON INTERNATIONAL CAMPUS
Educational Content
Memes
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29. Roadmap
What you’re about to see is a set of specially tailored goals, recommendations,
and insights to help your business to conquer the internet.
30. The following table explains a set of goals for First Friends Campus to achieve through social media..
ROADMAP
GOALS FOR FIRST FRIENDS CAMPUS’ SOCIAL MEDIA
Goal Explanation
Increasing Brand Awareness To get more people to know about your brand on social media.
Driving traffic to your website To boost the number of people that click through to your website from
Instagram, Twitter, Facebook, LinkedIn etc.
Generating leads To increase the number of people asking about the courses available at
First Friends Campus.
Growing revenue To increase the amount of money coming into your business from
people who viewed your brand on social media.
Boosting brand engagement To increase the number of likes, comments, and shares of your posts on
social media.
Building a community around your business To build a community of active fans who are in love with your brand on
social media.
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31. The following table explains a set of data-driven recommended content types to achieve the goals mentioned in the previous page based on our
analysis of your industry.
ROADMAP
RECOMMENDED CONTENT TYPES
Type of Content Explanation Example (Imagine this is a post) Frequency
Conversations These posts start a conversation with users online. What are you having for #lunch after
classes today?
60%
Announcements These posts “advertise” the programs available at the
campus.
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5%
Viral Content This type of content aims to spark a very specific and
strong emotion such as laughter, sadness or joy in the
user. The emotion would be so strong that people decide
to share it over and over.
Khaby Lame career meme
15%
Engaging Content These posts trigger users to engage with the post. For
example, it tells them to double tap or comment on the
post.
Father’s day post:
Hit #like if your father was a hero!
25%
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32. A color palette to make users to easily recognize and remember your brand.
ROADMAP
CREATIVE APPROACH FOR MAGNIFICENT DESIGNS
Alizarin Crimson Black Tamarillo Thunderbird
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33. Reporting
At the end of each month, we will deliver the following information to about your
business.
34. REPORTING
REPORTING
At the end of each month, we’ll deliver you a report on the following:
Reporting Element Description
Number of users reached We’ll document the total number of people your brand has
reached as a result of your social media marketing efforts.
Number of users engaged We’ll also document the number of people who were
interested in what was posted.
Digital Marketing Analysis Our Digital Marketing Analyst will carefully analyse and
comment on the performance of FFC’s social media
marketing activities.
Recommendations for improvement We’ll make a set of recommendations at the end of every
month which, upon your approval, we will execute in the
following month.
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35. Resources at Bloom
The following section explains the resources you can choose from to work as part of
your team. .
36. RESOURCES AT BLOOM
RESOURCES
These are the resources we have to achieve your goals.
Resource Role
Project Manager To manage communication between Bloom Digital and the
client. The project manager’s core skill is in understanding
the client’s needs and ensuring that they are addressed by
the team.
Social Media Manager To come up with highly effective content ideas and to post on
your Instagram, Facebook, LinkedIn, and Twitter accounts.
Meta Ads Specialist To boost your posts on Facebook and Instagram.
Graphic Designer & Video Editor To design your creatives.
Digital Marketing Analyst To analyse performance and make strategic
recommendations to improve the social media marketing
efforts of First Friends Campus.
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