Presentation prepared by Quan Nguyen for Interdisciplinary Communication Project Course at RMIT Vietnam - Hanoi Campus

1. KoolKid Kindergarten Proposal

2. Group 1
Team Members
Chau Quynh Vu
Quan Khanh Nguyen
Duc Minh Nguyen
Linh My Phan
Minh Nhat Phan
Minh Vo Cong Hoang
S3534843
S3550574
S3532897
S3534841
S3575389
S3580460

3. Female, 28-40
1-2 Child/ Household
Bachelor to Master education
Managers, Entrepreneurs,...
30-50 mil income per month
Use Social Media to search
for products and services
Interested in bilingual education
Early adopter lifestyles
Influenced by relatives & friends
Target Audience
Business Objective
Acquire 30 new customers
per month
Promote new location with
better facilities
Enhance brand awareness in
the potential market
Brief Summary
25,000
Reach (viewers)
4% Clicks
through rate
2.5% Visitor to Lead
Conversion rate
30% Lead to Buyer
Conversion rate
11,41%
50%
0%
0%
Digital Objectives

4. TARGET AUDIENCE ANALYSIS

5. Make decision to
send kids to
preschools but
don’t know where
to and why
Research tips on
choosing the right
preschools from
articles, KOLs, social
media debates,...
(For those who
choose international
preschools) Gather
a list of famous
internationals.
(For those who
consider between
public & international
preschools) Read
articles, KOLs, social
media discussion,...
Compare/ contrast
2 education
systems with online
reviews, friends/
relatives advice,
experts, etc.
Gather a list of
famous preschools,
can include all
public, private or
international,...
Cross-check each
found school’s
principles, values,
missions,...with
testimonials,
facebook reviews
Read each school’s
website to learn
about location,
curriculum, tuition,
facility, teachers,,...
Search for social
media page,
navigate posts
and reviews,
watch videos, read
comments,...
Narrow down a list
of 5 schools
meeting their
needs. Contact for
meetings, school
tours,class trials,...
(For those who
successfully use
pre services)
Decide the best
impression/ one
who follows up
BUYER’S JOURNEY
Narrow down a list
of about 20 suitable
English speaking,
Western schools
START
PURCHASE
Awareness
Interest
Desire

6. Audience Pain Points
Parent’s 08 common concerns
when finding preschools:
- Public or Private
- Location, House Distance
- Pick-up Time
- Tuition Fees
- Teacher Qualifications
- Class Facilities
- Daily Curriculum
- Other parents testimonials
“Mình đồng ý với các mẹ là với những bé dưới 3 tuổi thì nên
cho con đi học trường tư thục. Tốn kém một chút nhưng tốt
cho con. Nếu cho con đi học trường công con sẽ vất vả rất
nhiều.Tuy nhiên với những bé từ 4 tuổi trở lên thì lại nên học
ở trường công. Vì có một điểm ở các trường công mà trường
tư thục không có hoặc không bằng đó là các phong trào văn
nghệ, thể thao. Ở các trường công sẽ có những hoạt động
này do trường, phòng giáo dục và liên kết giữa các trường tổ
chức nên khá sôi nổi. Như vậy con sẽ có điều kiện tham gia
và hoàn thiện nhân cách cho mình.”
Which education principles suits
their needs: Montessori, STEAM,
Glenn Doman, Reggio Emilia, …
Which school applies principle
most correctly?

7. POSITIONING ANALYSIS

8. Child development can
be measured by test
(ASQ-3)
Parents are involved in
the process (Parents +)
Curriculum are built on
USA’s edu model (IPC)
Different plans are made
for each and every child.
Unique Selling Point:
“One Child One Plan”
No Vietnamese translation to
communicate benefits and features
Brand Slogan:
“Just like a mum, Koolkid cares”
No Vietnamese translation to
communicate emotions and meanings

9. WEBSITE ANALYSIS

10. FUNCTIONALITY
USABILITY VISUAL
CONTENT
SEO
WEBSITE ANALYSIS
01
02
03
04
05
Pre Engagement Engagement Conversion

11. Keyword Performance Analytics:
- No list of negative keywords lead to lots
of irrelevant clicks/ impressions.
- Irrelevant clicks attribute to most of page
unique views.
- High ‘unique page view’ drives high CPM
and CPC costs but it is not necessary
(because it comes from irrelevant
keywords).
01
Search Engine Optimized (SEO)

12. Keyword Performance Analytics:
- Even on the day we have the most
clicks, most of them spend too little
time on our page or the bounce rate
for all is 100%.
01

13. Keyword Performance Analytics:
- Our ‘top search keywords’ are having inconsistent
keywords with our target audience
01
Keywords to focus
Keywords to avoid

14. 02
02 Keyword Performance in corporated with
Content Strategy:
+ The interest appeared the most to our visitors are
either the location ‘truong mam non song ngu my
dinh’ or the school facility ‘tủ kệ trường mầm non’ or
the curriculum ‘truong mam non ap dung pp shichida’
but our keywords density did not stretch this enough.
+ We did not have any specific long-tailed keywords
(Keywords that people typing specifically in for a
single purpose)

15. 03 SEO elements (URLs, page title,
meta description, copy,...)
- There is no meta description of KoolKid,
meaning there is no correct content summary
in Google Index to display under headline
when people search for the website. The lack
of meta description lowers CTR rates.
- No sitelinks to direct viewers
- All uploaded photos were not embedded
with relevant keywords description, meaning
they were not “alt-texted”. That’s why Google
Index does not put KoolKid photos into
Google Image results.

16. + Website has low ranking
+ Almost no credential backlinks.
No backlinks points to our top landing pages or home page
+ Too much irrelevant google index => decrease page quality on Google Index.
03

17. Too much irrelevant google index
and no meta robots found
=> Decrease the page quality during
Google Crawling process
03

18. - The conversion rate is at 0%
- Our bytes and requests are not
high but took too much time to load
- It took visitors 8.395s to start
seeing something on our site (Start
Render column)
Website Usability
01
BVIS
Koolkid

19. Loading speed (mobile + desktop)
are slow (in overall).
Landing page
Keywords density is not totally relevant
towards what people interest when they
are on our site (Back to slide 8 for details)
02
https://koolkid.vn/vi/preschool-free-trial

20. Landing page (continued)
+ The bounce rate is not 100% and our internal links do not point to any other
pages and our external link point only to youtube and sign-up forms => visitors
did look at our video put in the trial form => but no conversion is made =>
video needs to be optimized
+ Visitors spend an average of 1:19 for on page but no conversion is made
03

21. 01
Not working functions
- Call-for-action button in trial form is sometimes misplaced on the address line.
- Subtabs in VI mode are missing information.
- After visitors sign up forms, thank you page becomes a dead end (have to click
back/ reload to back to homepage).
Website Functionality

22. Buyer experience should be intuitive.
Conversion paths is not clear
Web visitors came mostly from Paid Search, and stayed for nearly half a
minute. That means our trial form (đăng kí học thử) is potential enough to
keep them stayed but not convincing enough to converse them.
02

23. Important Benefits/ Features are not clearly displayed.
- Doesn’t notify the transformation from IPC to STEAM. Website still
display IPC as education model => customers are not happy with
incorrect information
- Doesn’t promote STEAM on homepage/ social media (origins, values,
how it works, how we apply,...)
- Doesn’t clarify connection between STEAM and 1 Child 1 Plan => first
time visitors might be confused.
03

24. Tone of voice doesn’t suit buyer persona
- Content Quality Score is low.
- Visitors are Internet users who have most interests in 3
topics: Sports, Health & Fitness, Food. Keywords in our
content do not reflect it.
01
Website Content

25. For example:
Content for Curriculum
- KoolKid:
- Le Macaron:
- Hanoi Academy:
- Canada Maple:
- BVIS:
Tone of voice suits Value Proposition (academic + professional).
But in comparison with competitors (concise + friendly), our tone of
voice lacks in persuasion
02

26. - Incorrect grammar (“mot chien luoc phat trien be”)
- Unclear, not easy-to-understand choice of words (“ca the hoa”, “tam soat
toan dien”)
- Tone of voice is not friendly (“Koolkid KHONG phai la noi trong tre”,
“KoolKid cho rang”, “KoolKid co quan diem”,”Koolkid khuyen nghi”,...)
- English and Vietnamese are used inconsistently.
- If other website parts are written as “KoolKid”, use “KoolKid”, don’t switch to
“chung toi”.
03

27. Design is not optimized for the buyer persona yet.
- Visitors use mobile more than desktop to visit web.
- Design is not mobile friendly: text error, lengthy to scroll, not manually slide,...
Website Design

28. FACEBOOK
ANALYSIS

29. 07Posts are not optimized for
generating leads
Lead Generation
Only 1,141 liked the page
Low Fanbase
Engagement rate is 1.7%
Low Engagement per Post
Average 0.07 post per day
Posts are infrequent
01
02
03
Stats are unavailable
Low Reach
04
05Popular videos don’t send
traffic to website but youtube
Not fully integrated w/ Web

30. Facebook Issues
- Negative, non-filtered content.
- Good content does not include
default footer to enhance branding.
- Default footer to enhance branding is
not consistent in every post, doesn’t
have website link.
- Uploaded photos are not organized
for easy navigation of viewers.
- Notes are thoughtful writing but in
error fonts.
- No monitor of bad public reviews.

31. Strategy
Propose some Solutions that work!

32. “Just like a mum, Koolkid cares”
Hiểu trẻ như mẹ hiểu bé
Thương trẻ như mẹ, dạy bé như thầy
Yêu bé, hiểu mẹ
Hiểu mẹ, hiểu bé
Brand Slogan (VI)

33. “One Child One Plan”
Chương trình Phát triển Cá nhân
Giáo dục Cá thể hóa (highest rank)
Mô hình Cá thể hóa Giáo dục
Cá thể hóa Giáo dục Mầm non
Unique Selling Point (VI)

34. Website Strategy
1.To optimize Keyword Performance
Build a list of Negative Keywords
https://goo.gl/xkTqAH:
Look for keywords that have High CPM but
Low Unique Page View/ High Bounce Rate
Increase bidding on High Performance Keywords
(https://goo.gl/F8kXK5)
Perform more A/B Testing to find Long-tail Keywords
Negative Keywords
Examples
High Perf. Keywords
Examples
Choose keywords relevant on search results that lead to high
unique page views
🔑
🔑
🔑
các trường mầm non quốc tế tại hà nội
trường mầm non áp dụng pp shichida
trường mầm non quốc tế
các trường mầm non dạy theo phương pháp
montessori tại hà nội
truong mam non song ngu my dinh
trường mầm non koolkid mỹ đình
trường mầm non tư thục có tiếng ở mỹ đình
trường quốc tế mầm non và phổ thông
đầu tư trường mầm non quốc tế
việc làm trợ lý hiệu trưởng trường mầm non
quốc tế
điều kiện mở trường mầm non quốc tế
tủ kệ trường mầm non
ban ho so xin vao truong mam no van khe
logo trường mầm non quốc tế sài gòn
công ty tư vấn thiết kế trường mầm non
Exclude people who search for cities other
than Hanoi; and district other than My Dinh,
Cau Giay when running Google Adwords
Optimize Google Search Result
Add Meta Description (service overview, benefits and features,...)
🔑
Add Site Links (Chương trình học, Mô hình STEAM, Khách hàng)

35. Website Strategy
2.To increase Page Ranking, Referrals Channels/ Traffic
To create high-quality Website Content To buy PR articles & referrals from 3rd party channels🔑 🔑
KOLs (MC Minh Trang) Popular Content PR Article (Koolkid)

36. Website Strategy
3.To optimize Landing Page (Preschool Trial Form)
Optimize Trial Form:
Re-wording (not to be forceful)
Distinguish hyperlinks from text
🔑
Structure should include IPC
Video Remake/ Re-Editing

37. Website Strategy 4.To optimize Thank You Page

38. Website Strategy
5.To Adjust to Mobile Platform
- Does not require the user to pinch or zoom
- Readable in most devices
- Menu Bar available to navigate
- Quick page loading. No technical errors

39. Use sign-up forms data to generate a list of potential/ current customers. Send
newsletters to them every week/ month about upcoming events, parents’
tips, school curriculum,...
Website Optimization for Search Engine: Meta Description,
Internal Links, Image Description, XML Sitemap, Resolution,...🔑
Re-organize Homepage & Site Menu:Homepage that focuses on
Value Proposition;Site Menu, Hyperlinks,... to direct visitors🔑
Mindful of Google Tags:
1 Green Tag: no issues found
1 Blue Tag: a tag was found with minor implementation issues, or
that there are suggestions on improving your site tagging.
2 Yellow Tags: implementation may lead to unexpected results
🔑
🔑Website Strategy
6.Other Recommendations

40. Facebook Strategy
1.To increase Fanbase:
Minigame: Photo Contest, Review Contest,...
Rule: Share + Like Post + Like Page => Gain fans
Most liked post gets the prize => Gather publicity
+ Review Contest: Promote KoolKid’s benefits
+ Photo Contest: Interact w/ target audience
🔑

41. 2.To increase Post Reach:Facebook Strategy
Schedule to post at most active hours and days🔑
(Web: Mon, Tue, Thu, Fri - 8AM til 6PM - highest at 11AM)
(Web Referrals: Mon, Tue, Thu, Fri - 4PM to 6PM)

42. Facebook Strategy
------
Trường Mầm Non Quốc Tế KoolKid
121-TT3 Sudico (My Dinh Song Da)
Tran Van Lai, Nam Tu Liem, Hanoi
Website: http://koolkid.vn
Hotline: 024 3787 5657 – 0962 460 505
Headline: Capital, Short, Speak to TA, Catchy
Logo: Always have Logo on photo if there’s any
Content: Friendly, Convincing, Clear structure
Footer: Consistent, Separated w/ Content, Info
3.To boost Post Engagement:
CONTENT GUIDELINE

43. Template: Design a default template for uploaded photos
Monitoring: Divide all photos into 4-5 specific albums
Including: Logo, Brand’s Color, Info, Tagline (optional)
Applied to both self-taken photos & Internet photos
Album Name: Hot topics keywords related
Album Description: Search engine optimized
New upload should be listed under relevant album
[Koolkid]
Mầm non
của bé
Ảnh/video các hoạt động
trên lớp, ảnh/video events
Chia sẻ tips nuôi dạy trẻ
Ảnh/video testimonials/
reviews của khách hàng
5.To improve User Experience:
4.To enhance Brand Awareness:
[Koolkid]
Sổ tay
cha mẹ
[Koolkid]
Chia sẻ
mẹ & bé
Photo Albums
Facebook Strategy
🔑
🔑
Bài viết kèm ảnh bàn luận
xung quanh các phương
pháp giáo dục tuổi mầm non
[Koolkid]
Giáo dục
mầm non

44. [Koolkid] Sổ tay Cha mẹ
[Koolkid] Blog Giáo Dục
[Koolkid] Chia sẻ Mẹ & Bé
[Koolkid] Mầm non của Bé
DESIGN GUIDELINE
Facebook Strategy
714 x 476 px
316 x 476 px
476 x 476 px
476 x 476 px
Content should be categorized into 4 folders.
More focused strategy can lead to better quality.
Strong branding can convert good content into sale.

45. 6.To integrate with Website:
Facebook Strategy
Share articles from Website to Facebook
Increase referrals to website
Use linked button for sign-up forms
Generate more leads
Increase conversion rates
🔑
🔑

46. KPIs & Buyer’s Journey

47. 25 Leads
<80% Bounce Rate for Specific Page
>2 Minutes time on site for Specific Page
1000 visitors/ 3 months for Specific Page
01 Landing Page
01 Thank You Page
01 Backlink
01 Facebook Ad driving traffic to Landing Page
01 Google Display Ad driving traffic to Landing Page
01 Google Search Ad driving traffic to Landing Page
01 Content Calendar
01 Content Guideline
01 Photo Library (topics, caption)
etc.
KPIs in number
Awareness
Interest
Desire
Action
Newsletter, Blog posts
Email campaign
Optimized trial forms
Optimized paid search/
facebook ads
Optimized landing page
Ebooks
Photoshoots/ Videos
Infographics
Testimonials
REACH
INTERACTION
LEADS
CUSTOMERS
25,000
1,000
25
8
1,000,000 VND
1,000,000 VND
7,500,000 VND
11,250,000 VND
List of KPIs

48. Make decision to
send kids to
preschools but
don’t know where
to and why
Research tips on
choosing the right
preschools from
articles, KOLs,
social media
debates,...
(For those who
choose international
preschools) Gather
a list of famous
internationals.
(For those who
consider between
public & international
preschools) Read
articles, KOLs, social
media discussion,...
Compare/ contrast
2 education
systems with online
reviews, friends/
relatives advice,
experts, etc.
Gather a list of
famous
preschools, can
include all public,
private or
international,...
Cross-check each
found school’s
principles, values,
missions,...with
testimonials,
facebook reviews
Read each school’s
website to learn
about location,
curriculum, tuition,
facility, teachers,,...
Search for social
media page, navigate
posts and reviews,
watch videos, read
comments,...
Narrow down a list
of 5 schools
meeting their
needs. Contact for
meetings, school
tours,class trials,...
(For those who
successfully use
pre services)
Decide the best
impression/ one
who follows up
BUYER’S JOURNEY
Narrow down a list
of about 20
suitable English
speaking, Western
style preschools
POTENTIAL
TARGET
POTENTIAL
CUSTOMER
Awareness:
Google Ads, Google Ranking
Online newspaper article (VnExpress)
KOLs Blog (Mầm Nhỏ)
Forum Seeding (Eva, Làm Cha Mẹ, Web
Trẻ Thơ)
Interest:
Reviews (Video, Photo - Web, FB)
Forum Seeding (Eva, Làm Cha Mẹ, Web
Trẻ Thơ)
Facebook/ Website Content
Desire:
Facebook/ Website Content
Landing Page (Free Trial, School
Tour,..)
Newsletters, Telecall (to follow up)

49. KPIs for Content Performance
All Channels accounted #
Click through rate
(# of click/ # of views)
Visitor to Lead
conversion rate
Lead to Buyer
Conversion rate
Advertising Cost per
Reach/ Click/ Lead/ Buyer in VND
Reach (viewers) 25,000 4.00% 2.50% 30.00% 40
Click (visitors) 1000 1,000
Lead (sign-up for free class) 25 300,000
Buyer 7.5 1,500,000

50. Implementation

51. Work Plan

52. Work Plan

53. To-do List for Execution
Website Facebook Youtube
Landing Page:
rewording, redesign
02 A/B Tests
Content Calendar for 01
month period
01 Calendar
Testimonial
s
01 Video
Thank You Page:
rewording, redesign
02 A/B Tests
Opinion Posts:
Helping parents pain points
05 Sample
Text + Photo
School Tour 01 Video
Homepage:
rewording, redesign
02 A/B Tests
Viral Photo Album:
“Sau này con muốn làm…?”
10 Photos/ Album
(needs parents approval)
Google Ad
(already run)
01 Variation
Facebook Ad
(already run)
01 Variation
Mini Game:
“Mỗi ngày con lớn”
01 Game
(needs budget)
01 Channel Short List

54. Thank you