Kinma marketing: results

Student numbers

2013 2014 20150

10

20

30

40

50

60

70

80

90

100

PreschoolPrimary

Preschool > Primary intake 2014

68% conversion

PreschoolExternalGoing to other primary

Future growth

We can accommodate 90 students in Primary, but 75 is our

happy maximum – we are aiming to have 75 students in

Primary by Jan 2015

We aim to see Preschool full by Jun 2014 – approx 20

placements currently available

Playgroup is full – we are tracking Playgroup > Preschool

conversion this year

We are aiming to have a waiting list for both Primary and

Preschool

in 2014

Focus for 2014 marketing

Preschool – build our numbers back up

External Primary intake for 2015 – aiming for 10 enrolments

Continue to attract new families in Playgroup

Position Kinma as a leader in progressive/ democratic

education in Australia and internationally – Lighthouse

project

Social reach and online engagement

Kinma website stats

Over the last 3 months, there have been:

• 2,901 visits to the site

• 62.74% new visits

• For an average of duration of 2:49

What do people look at on the site?

Where are people coming to the site from?

How engaged are people on our Facebook page?

Who are our Facebook followers?

Actions

What can we do to improve conversion rates from Playgroup >

Preschool and Preschool > Primary?

What can we do to attract prospective external families to Preschool and

Primary?

How can we capitalise on our social media and online presence?

What can we do to increase awareness of Kinma in the broader

community?

What can we do to better support our families? How can we improve

communications?

What can we do to increase engagement in progressive education in the

broader education sector? How can we contribute in constructive ways?

Plan of attack: 2014

Marketing plan

Marketing Direct mail campaign - targeting households in a range of northern beaches

and upper north shore post codes Marketing pack mailouts to selected early childhood clinics and child care

centres Market stalls Website YouTube - develop more videos to promote Kinma

Advertising Google Adwords Facebook ads + promotional posts Online advertising and networking with relevant magazines, groups and

associations Local newspaper advertising - Manly Daily Listing in Sydney’s Child (March and August)

Marketing plan

PR and community engagement Editorial in newspapers and magazines (local, national, international) - press

release kit Facebook - our page + engagement with other groups, pages and forums Wikipedia entry Speaking at TEDx or Pechu Kulchu events - pitch doc + representative

required Community forums with progressive ed advocates at Kinma Attending education forums and conferences - representative required Attending ADEC/IDEC conferences - representative required Online links Radio interviews - press release kit + representative required Australian Story (ABC)?

How will we measure our success?

Number of phone/email enquiries and enrolments

Google Analytics - tracking our website data and adwords campaigns

Facebook stats - tracking our FB page and ad campaigns

Feedback and questionnaires

asked by Julie when people enquire

Survey monkey - set up several online surveys and feedback forms

to collect data digitally

Increased engagement within the school and level of

satisfaction/happiness within parent community

Kinma: a vibrant living school75 self-empowered kids, a happy and healthy core of amazing teachers & an actively

engaged community of parents here we come!