OLYMPION HIGH SCHOOL

By: Andreas Kriticos

Evangelia Philippou

Andhina Dian Adhyanti

THE SCHOOL

BRAND POSITIONING:

“THE GREEK-SPEAKING, AFFORDABLE, PRIVATE HIGH SCHOOL

WHICH VALUES THE STUDENT.”

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

Facebook Group

Website

Capital: Nicosia

city center

Saturated MarketSchool

Target Market

MARKET SIZE: 6,000 PEOPLE AGED 10-12

NICOSIA

SMM COMPLIMENTING CURRENT STRATEGY

Stay connected with our customers-Up to date withstudents/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

TARGET AUDIENCE

Young people 10-12 years old & their parents

Greek Speakers

Nicosia Residents

$60,000 < Salary

Primary School

Graduates

TECHNOGRAPHICS

Joiners, Spectators, Creators, Critics

(Students & Parents)

Joiners, Spectators, Creators (Mostly

Parents)

Spectators

(Students &

Parents)

COMPETITION

None of our

competitors use

any other

platforms

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

PLATFORMS THAT SHOULD BE USED

For Students For Parents

For Recruitment

For All

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

STRATEGY

Currently NO account

Target 0400 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

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

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

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

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

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

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

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

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

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

THANK YOU!

Evangelia Philippou

Andreas Kriticos

Andhina Dian Adhyanti