Scholars Academy Tutoring (SAT) Social Media Marketing Strategy Alessandro Bozzelli, Kadija de Paula, Nerissa Karacic, Charles Morgan, Christina Sackeyfio
Scholars Academy Tutoring (SAT)
Social Media Marketing Strategy
Alessandro Bozzelli, Kadija de Paula, Nerissa Karacic, Charles Morgan, Christina Sackeyfio
Agenda
1. Company Overview▫ Brief Description▫ Communications History▫ Key Takeaways - Objectives
2. Research Study▫ Industry▫ Competition▫ Consumers
3. Segmentation and Positioning4. Social Media Marketing Plan
▫ Phase 1▫ Phase 2▫ Phase 3▫ Implementation Horizon
5. Key Takeaways
1.0: Company Overview1.1: SAT Brief Description1.2: Communication History1.3: Key Takeaways
1.1: SAT Brief Description
•Small For-Profit Tutoring Company
•5 locations, 10 students per location
•Primary Business: Ages 0-12 (JK-Gr. 6)
•Objective: Increase revenue by increasing student numbers.
1.2: SAT Communication HistoryOffline Online
• Flyer Campaign
• Direct Call Campaign
• First Hand Referrals
• Website▫ Web 1.0▫ One-way communication▫ Could be improved
• No Social Media
Owner: “What does Facebook have to do with tutoring?”
1.3: Key Takeaways - Objectives
Key Takeaways Objectives• Small Company and Small
Budget ($0)
• Uncomfortable with online space.
• Don’t believe social media and tutoring are compatible.
• Campaign must be very cost efficient.
• Campaign must slowly guide SAT to online space.
• Must prove that the target (TBD) exists online and a connection exists.
2.0: Research Study2.1: Industry2.2: Competition2.3: Consumers
2.1: Industry
SAT
2.2: Competition
Website Yes Yes Yes Yes Yes
InteractiveWebsite
Yes Yes No Yes No
Facebook Yes Yes No No No
Twitter Yes Yes No No No
Forum/BlogPresence
High High No No No
Evidence of2-way comm.
High Low No Yes No
Other ShareThis, MySpace, Buzz, Digg, AIM Share, StumbleUpon, Messenger
YouTube, Flikr None None None
Total 12 7 1 3 1
Industry Leader Local Direct Competitor
2.3: Consumers
The Parent The Child• “We target parents of
elementary school children... its generally the moms.”
• “The kids come here, and they are important to us, but
it’s the parents that pay.”
Key: Who makes the purchasing decision?
3.0: Segmentation & Positioning
3.1: Segmentation3.2: Positioning
3.1: Segmentation I
• Are moms really our target? Where are they?▫Owner & Personal Experience: Yes▫Tutoring Blogs (BlogTopList.com): Yes
“Our family feels that a good education is important for success, and our child needs extra help” – Elena
“Curious about tutoring programs, I’m reaching out to learn more” – Jane
▫Mommy Blogs (circleofmoms.com): Yes “I was just so sick of sitting all night every night doing
homework with my 10 year old son” – Kylie “I’m considering enrolling my 9 year old, is it effective?” - Coby
• Which Moms?▫Working Moms & Stay at Home Moms
3.1: Segmentation II
•Where are they?▫Facebook▫Blogs▫Website
•Which Moms?• Working Moms & Stay at Home Moms
Fb: 30% of users 25-45 are women
3.1: Segmentation III•Working Moms: What motivates her?
3.1: Segmentation IV•Stay at Home Mom: What motivates her?
3.1: Segmentation VSelf-Actualization (Morality, creativity)
Esteem (self-esteem, confidence)
Belonging (friendship, family)
Safety (security, health, property)
Physiological (food, water, sleep)
Stay at Home Mom
Confidence, Advice, Help
Goal: Reassurance
Working Mom
Wish, Time, Value, Incompetence
Goal: Time, Reassurance
3.1: Segmentation VI
• Donna is a 33 year old stay-at-home mom who is feeling insecure about her parenting skills because her child is doing poorly in school. She feels it reflects poorly on her ability as a mother and is afraid that other mothers will judge her.
3.1: Segmentation VII• Angela is a 33 year old working mom
who is so busy she gets less than 4 hours of sleep at night and has barely any time to help her 7 year old son John with his homework. His low grades make her feel guilty for not spending more time helping him and she fears that the other mothers judge her poorly because of this, making her doubt her ability as a parent.
3.2: Positioning I
SAT Parent’s ChoiceHigh Park AcademyPoint of Difference:
Curriculum-Based Tutoring
Point of Similarity:Qualified Tutors
Offline Tutoring
Point of Similarity:Qualified Tutors
Reason to Believe: If the goal is saving time and fulfilling her self confidence by reassuring her
parenting skills, curriculum-based tutoring provides the fastest results in the shortest amount of time.
3.2: Positioning II
•Positioning Statement:
To the stay-at-home mom and the working mom that wants more free time and reassurance of her parenting skills, SAT is the only offline tutoring company that effectively improves her children’s grades through curriculum-based tutoring.
4.0: Social Media Marketing plan
4.1: Phase 14.2: Phase 24.3: Phase 34.4: Implementation Horizon
Social Media Marketing Plan
UpdatePhase 1 EngagePhas
e 2 CompetePhase 3
1. Build Tolerance for Technology2. Update SAT Online
1. Engage Consumers (2-way)2. Increase student numbers
1. Move Business Model Online
Short Term Long Term
4.1: Phase 1: Updating
•Campaign 1: Update Website•Campaign 2: Search Engine Optimization
•Quick Wins: Introducing SAT to SMM•Increases Online Brand Image•Begins to incorporate 2 way
communication: engagement
Campaign 1: Update Website
Goal
• Create a professional website
• Starting point for Social Media integration and engagement
Why (RTP)?
• Primary contact point for Mom
• Moms want to be reassured, professionalism shows effectiveness of program
Metrics
• Time spent on website
Cost
• $500
Old WebsiteHarsh
Lots of Space, Only 2
Testimonials
SoundsCheap
“This looks like a word document posted on a website”
“Copyright 2005? Does anyone ever check this?”
“The testimonial sounds fake. It doesn’t look like anyone visits this page”
New Website
New Brand Image
Parent/Kids Video
Testimonials
Social MediaPreparation
Campaign 2: Search Engine Optimization
Goal
• Increase occurrence in search results.
Why (RTP)?
• Moms use Google search as a first point when looking to find tutoring services
Metrics
• Click-through rates
Cost
• Included in Website Price
Search Results Sample
Current State Future State• Currently, doesn’t come
up on first 3 pages of Google search.
• Accurately describe content.
• Create unique tags/titles.
4.2: Phase 2: Engaging
•Campaign 1: Facebook•Campaign 2: Blog Presence•Campaign 3: Video Testimonial
•Engage the moms•Create 2 way communication•Increase WOM
Campaign 1: Facebook Group
Goal
• Increase SAT’s association with Confidence by leveraging the association between academic progress and successful parenting.
Why (RTP)?
• Moms can see what/that their kids are learning and gain confidence
• Kids get prizes
Metrics
• # Wall posts
• # of Likes
Cost
• Page is Free
• Staff Member ($0)
• Cost of gift ($50/month)
“Look what I learned!”
How it works
• SAT creates a Facebook group that all of its students and parents can join.
• Students post two new things learned every visit to SAT
• For every 10 “likes” that a student receives from a parent, the student receives a gift (book, pencil crayons, etc.)
• Tutors will also post, validating the learning and showing 2-way communication.
• This encourages students to be proud of their learning, shows parents that progress is being made, introduces an element of competition.
Campaign 2: Blog Presence
Goal
• Increase WOM
• Strengthen connection between SAT, good academic performance and good parenting
• Initiate a conversation
Why (RTP)?
• Moms can boast about what their child is learning
• Get a free session of tutoring
Metrics
• # Responses
• # Inquiries
Cost
• Staff Member ($0)
• Cost of Tutor ($20/hr)
• Assume 2/month
TopMommyBlogs
How it works
•Encourage moms to blog about their experience on the three most popular Mom Blogs: Circle of moms, Tired Mommy Tales and TopMommyBlog.
•After posting on each Blog, the mom gets one session free.
•This encourages the mom to share her experience (positive or negative) and starts a conversation online.
•It also increases visbility.
Campaign 3: Video Testimonials
Goal
• Strengthen connection between SAT, good academic performance and good parenting
Why (RTP)?
• Same reward as Blog Posting.
• Can use video testimonial/ review instead of posting on Blog.
Metrics
• # Views
Cost
• Staff Member ($0)
• Cost of Tutor ($20/hr)
• Assume 2/month
How it works
•Encourage moms to create a video testimonial about her experience and share it on the new SAT website and/or on the three most popular Mom Blogs: Circle of moms, Tired Mommy Tales and TopMommyBlog.
•The mom gets one session free.•This encourages the mom to share her
experience (positive or negative) and starts a conversation online.
•It also increases visbility.
4.3: Phase 3
•Business Model Change: Online Tutoring
•Increase Market•Become more competitive in todays
environment•Fulfill the “Time” need of the working
mom
Online Tutoring
Goal
• Expand market
• Strengthen connection between SAT, good academic performance and good parenting while being Time efficient
Why (RTP)?
• Busy mom saves a lot of time
• Same benefit, less time cost.
Metrics
• # Online Users
• Online Revenue
Cost
• Paypal ($30/month)
• Skype Premium ($80/year)
• SkedX ($30/month)
How it Works
Online Scheduling Online Video Tutoring Online Payment
4.4: Implementation HorizonJ J A S O N D J F M A M Budge
tP1C1: Website $500
P1C2: Search Opti.
$0
P2C1: Facebook $400
P2C2: Blogs $240
P2C3: Video $240
P3: Skype N/A
TOTAL BUDGET$1,380
Update Engage …Compete
5.0: Key Takeaways
Key Takeaways
1. Difficult to suggest SMM with no budget▫ Small Company
2. Difficult to get owners on board (Tech. averse)
▫ Need to guide them slowly
3. Social Media can sometimes force you to change your business model
▫ Change is difficult for some owners