The document outlines Olympion High School's proposed social media marketing strategy. It recommends establishing presences on Facebook, Twitter, YouTube, and LinkedIn to complement their current marketing. The strategy aims to increase brand awareness, engage prospective students and parents, recruit teachers, and monitor conversations. Key tactics include regular posts, contests, monitoring analytics and adjusting as needed. The strategy expects to increase applications and enrollments, thereby achieving a high return on the $500 per month investment in a social media manager.

1. OLYMPION HIGH SCHOOL
By: Andreas Kriticos
Evangelia Philippou
Andhina Dian Adhyanti

2. THE SCHOOL
BRAND POSITIONING:
“THE GREEK-SPEAKING, AFFORDABLE, PRIVATE HIGH SCHOOL
WHICH VALUES THE STUDENT.”

3. CURRENT IMC STRATEGY
 Advertising
 Billboards and radio spots.
 Billboards are displayed on the main highways
connecting the capital to the surrounding villages.
 Radio spot, between January and May because during
this time students submit their applications for the
entrance exams.
 Direct Marketing
 Flyers to households in the villages around the school.
 Sales and Customer Service
 Brochures handed to prospective students
 Tours 3 – 4 times a year
 Public Relationship
 Athletic cultural events organized and promoted by the
school
 Corporate philanthropy
 Donating and volunteering with Cyprus Red Cross

4. Facebook Group
Website

5. Capital: Nicosia
city center
Saturated MarketSchool
Target Market
MARKET SIZE: 6,000 PEOPLE AGED 10-12
NICOSIA

6. SMM COMPLIMENTING CURRENT STRATEGY
 Stay connected with our customers-Up to date with
students/Informative to Parents
 Have real-time communication with parents and students
 Make the brand more trendy
 Increase market share
 Achieve competitive advantage
 Attract new customers
 Find out what customers think of your business in order to improve
 Publicity
 Advertising
 Achieve efficiency (Release grades online, recruit via LinkedIn, pay
tuitions online)
 When they “like” us they will tell other people
 Constant contact with customers
 Gather information about us in one ‘place’
 Provide customer services by offering real-time response
 Parents want to be continuously updated about the institution of
their children
 Inform the society for charities, cultural and sports events

7. TARGET AUDIENCE
Young people 10-12 years old & their parents
Greek Speakers
Nicosia Residents
$60,000 < Salary
Primary School
Graduates

8. TECHNOGRAPHICS
Joiners, Spectators, Creators, Critics
(Students & Parents)
Joiners, Spectators, Creators (Mostly
Parents)
Spectators
(Students &
Parents)

9. COMPETITION
None of our
competitors use
any other
platforms

10. STRATEGY OVERVIEW
By using social media platforms we aim to:
 Make our brand name more trendy
 Reach our customers (parents & students) in real-
time
 Achieve efficiency – Instead of sending letter by mail,
we will now reach them instantly online
 Optimize existing strategy (Facebook Page is poor)
 Boost online conversations to attract new customers
 Develop closer relationships with parents
 Become more reachable & appealing to potential
employees (especially teacher) in order to choose
from a bigger pool of talent

11. PLATFORMS THAT SHOULD BE USED
 For Students  For Parents
 For Recruitment
 For All

12. STRATEGY
 Currently 185 Likes  Target 1000 by the end of
the year
 Weekly updates sharing events, student
achievements and news
 Encourage check-ins at philanthropic, cultural or
athletic events that are related to the school

13. STRATEGY
 Currently NO account
 Target 0400 followers in the first year and 800 in
the 2nd year
 Make announcements such as: “The results of
Class 4 are out” or “5 days left for the cultural
evening of the school”
 Listen to what students of other schools say about
us
 Find out what parents would like/dislike to see in
our school services
 Answer to any questions they could possibly have
in real-time
 Follow competitors to see what are they doing

14. STRATEGY
 Currently NO official channel
 Target: to collaborate with students and reach 400
subscribers by the end of the year
 Share videos from athletic/cultural events
 Share “how to…” videos to help students and
parents
 Use existing YouTube videos through other
platforms to share trendy/funny/interesting stuff

15. STRATEGY
 Currently NO use of LinkedIn
 Target: Recruitment through LinkedIn
 Build a Professional Online Presence: Profile
 Add Connections with “Warm” Contacts and Alumni
 Help Undecided Students Explore Opportunities
 Help to find Relevant Jobs and Internships: Student
Jobs Portal
 Encourage group discussions

16. ENGAGEMENT
 Start conversations by telling stories that students would be
interested in
 Use pictures (Photos on Facebook generate 53% more likes than
the average post)
 Posts showing what happens behind the scenes (people and
especially students and parents are curious by nature)
 Call of Action by Competitions: “Share the Page”, “hashtag
#OlympionCy” and win 2 cinema/soccer/theatre/concert tickets
 Cross-Reference accounts (i.e. post YouTube videos on
Facebook & Twitter, announce available positions on the latter
and redirect them to LinkedIn etc.)
 Engage discussion on LinkedIn
 Post cool images & videos not necessarily related to school
activities (Golden Globes Highlights, Soccer Trends etc.)
 Post at Times Ideal for Your Fans
 Ask questions (What do you think of Beyoncé's new song? Did
you like Kardashian’s wedding?)
 Comment on trending events and engage conversations

17. ENGAGEMENT
 Endorse personnel on LinkedIn to attract the attention
 Create group discussions on LinkedIn among teachers,
departments and management
 Post images, to get 98% more comments on LinkedIn
 Share YouTube on LinkedIn (on average, we’ll generate
75% more shares)
 60% of connections on LinkedIn are interested in our
updates, while only 43% are interested in news or
academic services for the school, therefore if we
develop e networks, our employees will interact with
each other
 Collaborate with parents’ businesses through LinkedIn
(in the form of sponsorships, donations etc.), in order to
strengthen the bonds

18. CRISIS MANAGEMENT
 Monitor Twitter/Facebook mentions of our services
in order to respond swiftly to any negative
circumstances.
 YouTube is the best (and fastest) way to send out a
public announcement when our school needs to
make a statement about an ongoing situation (ex.
Bullying)
 Use cross-platform messaging to reach as many
people as possible at real-time
 Being in touch with customers helps us prevent a
crisis

19. METRICS
 # of Friends
 # of Likes
 # of Check-ins
 # of Shares
 # of Followers
 # of Re-tweets
 Conversations
 # of Subscribers
 # of Views
 # of comments under each video
 # of Connections
 # of Endorsements

20. MONITORING & CONTROL
 Analytics: sproutsocial.com, Google Analytics,
Each platforms’ own Analytics
 Social Media Marketing Employee will be hired for
$500/month (Part Time)
 Responsible of doing the analytics
 “Listening” to the conversations
 Post & Update our accounts in the corresponding
platforms
 Promote them as agreed
 Report to the Management in order to make any
reforms to the strategy if necessary

21. SUCCESS EVALUATION
 Number of new applications (Students & Teachers)
 Evaluation/Feedback from Students & Parents
 Number of new Followers on Facebook , Twitter, YouTube &
LinkedIn
 % Engagement according to our posts
 Number of likes, tweets, views, applications through LinkedIn
 Posted Link Clicks
 Site Visits
 Comments or Mentions
 Content Likes or retweets
 Direct Messages
 Brand awareness
 Shareability
 Increase in teaching levels based on the new pool of employees
 Attendance/ Ticket Sales for our Cultural, Sports events

22. ROI
 Investment: $500/monthly
for PT SMM employee
 Target: 200 extra
applications/year
 Target: 100 extra students
will be accepted
 ROI: $35,000-$500=69%
$500
BREAK-EVEN
 For SMM investment 
B/E = 1 student!
 For the entire operation =
350 students

23. THANK YOU!
 Evangelia Philippou
 Andreas Kriticos
 Andhina Dian Adhyanti