The document outlines the 'Hum Se Poocho' campaign by Studymate, which targets CBSE students in Delhi NCR and aims to enhance supplementary education through social media and online strategies. Key strategies included engaging students and parents through quality content and partnerships with schools, resulting in significant audience engagement and appreciation. The campaign saw impressive metrics, such as over 1.3 million views in March 2012, demonstrating its success in reaching and supporting its target audience.

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‘HUM SE POOCHO’
HT STUDYMATE
March 2012

2. AGENDA
 Introduction
 Executive Summary
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 Strategy
 Offline
 Online
 Outcome and Impact
 Learning
 Links

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INTRODUCTION

4. FACTFILE
Brand
• Studymate Company
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• Hindustan Industry
Times
• Education Duration
• February
to March Target
2012 Audience
• Class X and
XII
• CBSE Board
• Delhi NCR

5. STUDYMATE
Hindustan Times’ venture- started 2010
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Classroom tutoring for CBSE students (Class IX to XII)
High quality supplementary education in harmony with CBSE’s
Board system
Salient Features
• Expert faculty
• Technology Aided Teaching (TAT)
• State-of-the-art infrastructure

6. OBJECTIVE OF THE CAMPAIGN
 Move from website only to Social Media
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 Increase reach of the campaign
 Higher uptake of ‘Hum se Poocho’ helpline
 As compared to last year
 Introduce new content and ensure:
 Downloads of Mock Board Papers
 Downloads of Board Paper Solutions

7. EXECUTIVE SUMMARY
Background
• ‘Hum se Poocho’ enters 2nd year of existence
• Want to move beyond website
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MixORG hired
• To reach larger audiences through Social
Media
• For online strategy and execution
Platforms used
• Website
• Facebook

8. EXECUTIVE SUMMARY (CONTD.)
Target group was engaged through
• Relevant and quality content
• Social apps
• Facebook ads
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Also engaged other stakeholders
• Partner schools and teachers
• Students and parents
Impact
• One month (March ‘12): 1.3 million views
Outcome
• Immense success in terms of ROI
• Parents and students grateful for support received

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STRATEGY

10. OFFLINE
Partnering with Delhi Schools
• In turn schools received branding online
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and offline
Tie-up with Teachers
• Qualified to man Studymate helplines
Offline Publicity
• HT carried several ads and features on
the campaign

11. ONLINE
Strategy
• Visibility
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• Innovative Content
• Social Participation
• Live Event Coverage
• Recognition to Stakeholders
• Cross Channel Integration
Portals Used
• Website
• Facebook

12. VISIBILITY
Eye-catching creatives
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Brand's visual language
aligns with the ongoing
campaign
Targeted
advertisements on
Facebook

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14. COVER PICTURE: FACEBOOK
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15. FACEBOOK ADS FOR EXISTING FANS
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FACEBOOK ADS FOR NEW USERS

16. QUALITY CONTENT
Mock Board Exam Papers
• Posted before the Board Exams
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Solved Board Paper Solutions
• Posted soon after each Board Exam
Non-study related posts
• Puzzles
• Best wishes
• Examination tips
• Light moments

17. ON FACEBOOK & WEBSITE
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19. SOCIAL PARTICIPATION
 Not just pushing information
 Creating a pull/demand from Target Group
 Two-way dialogue with community
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20. LIVE EVENT
COVERAGE
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Helpline schedule flashed repeatedly
• Before, during and after event
Advance notice to students
• To accumulate their queries
Constant updates
• So that students don’t miss any event

21. Recognition:
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Partner Schools

22. Recognition:
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Participating Teachers

23. Recognition:
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Student Achievers

24. CROSS CHANNEL INTEGRATION
Links to Sample Papers and Board
Slider on website same as cover
picture on FB Paper solutions also reflect on
website
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25. Outcome &
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Impact

26. Well- Sharp spike
received by in ‘Likes’ on
target Studymate
audience FB page
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Huge
Content
number of
freely
impressions
downloaded
within a
and shared
month
MODEST BUDGET => GOOD ROI

27. FACTS AND FIGURES
Number by which student community on FB grew during 5028
‘Hum Se Poocho’ campaign
Number of Impressions/ people viewing 3,725,337
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Number of views of Board exam solutions 6002
Number of views of Board exam mock papers 1030
Total amount spent during the event $122.20

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30. LEARNING
Close coordination
with all Establishing
stakeholders to norms for
community to be
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reduce response
time expressive
Creating a sense
of entitlement
among students

31. LINKS
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Website
• http://studymateonline.com/index.html
Facebook
• http://www.facebook.com/studymate

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