Marketing Strategy
Al Rayhaan American School
RAS
AL RAYHAAN
American School
Marketing Strategy
1
Marketing Strategy
Al Rayhaan American School
Marketing Strategy 1. STUDENTS 2. TEACHERS
2
Marketing Strategy
Al Rayhaan American School
1. STUDENTS PHASE 1
I Pre-Campaign Dates TBD(60 DAYS)
Primary Objective: introduce school and gauge demand and interest Secondary Objectives: evaluate channel success - build a re-marketing list - refine budget and CPA Channel: Facebook Approach: • Introduce Facebook Page with branded content • Grow community • Highlight school's state of the art facilities and superior curriculum • Showcase emphasis on extracurricular learning : sports, arts, etc... • Collect information At this stage, we will only be targeting parents by providing them with information about the school and collecting information about them. This information will be saved to a database and used for the next step. We will use this to gauge interest in the school and forecast admission figures, as well as to build a marketing list.
3
Marketing Strategy
Al Rayhaan American School
Facebook page:
4
Marketing Strategy
Al Rayhaan American School
Tabs:
5
Marketing Strategy
Al Rayhaan American School
Tabs:
REGISTER YOUR INTEREST Those who register will be placed on a newsletter email list to receive periodic updates about the construction status, curriculum highlights, as well as “Meet the Teachers” . Info to be collected: FIELD
FORMATTING
First Name
Text
Last Name
Text
Nationality
List
Location (country)
List
Location (city)
List
Phone number
Numbers
Email address
Alphanumeric
Choose: Are you a prospective
List
Parent or a Student If Parent - next question should be -
Alphanumeric
How many children do you have? How did you hear about RAS?
Multiple Choice
Cost: 2000 USD
Development Duration: 10 Days 6
Marketing Strategy
Al Rayhaan American School
Tabs:
SCHOOL TOUR The tab will provide an image gallery of the campus facilities; exterior and interior shots. Cost: 2800 USD Communication Strategy Geographical Location: Palestine, Israel Estimated Audience: 6M Communication: English, Arabic
7
Marketing Strategy
Al Rayhaan American School
Media Campaigns - Personalized Content We will be targeting fathers and mothers separately in our communication. Each parent has his/her own vision for their child. For example, a father wants to see his kid accomplish more than he ever could, and focuses on the value the school adds to his child’s education. We need to assure him that RAS is a really good “value for money” . A mother, however, is more concerned with her child’s emotional well-being while he’s away at school. This is especially true when it comes to elementary-aged children. We need to assure her that the school is safe, well-maintained, and focus on the human aspect of it- the teachers. While the end result is the same, the approach is different. Slight variations in the communication to each group will provide a more personalized experience and enhance engagement and conversions. Additionally, the Arabic communication will require gender-specific verb conjugations. Both Media campaigns will have the same structure - Page Like Ads leading to the Register Your Interest Tab Objective: 20,000 Facebook Fans KPI’s - Likes - Submissions on the Tab - Engagement on the posts
8
Marketing Strategy
Al Rayhaan American School
Media Campaigns - Personalized Content FATHERS’ CAMPAIGN Objective: 50% of Total Fans Number of active users: 3.2 M Estimated Cost per Acquisition (CPA): $ 0.10 Recommended Budget: 1,000 USD Duration: 60 Days Estimated daily results: 150 fans/Day
Sample Communication Promoted posts x 2/week Budget 400 USD (60 days) Estimated results 150,000 users reached per week
9
Marketing Strategy
Al Rayhaan American School
Media Campaigns - Personalized Content MOTHERS’ CAMPAIGN Objective: 50% of Total Fans Number of active users: 2.8 M Estimated Cost per Acquisition (CPA): $ 0.12 Recommended Budget: 1,200 USD Duration: 60 Days Estimated daily results: 150 fans/Day
Sample Communication Promoted posts x 2/week Budget 400 USD (60 days) Estimated results 100,000 users reached per week
10
Marketing Strategy
Al Rayhaan American School
PHASE 2
I Recruitment Sep 2015 - August 2016
Primary Objective: recruit students Secondary Objectives: build school spirit Approach: • Highlight American education • Showcase campus facilities and extracurricular opportunities Activities Outline: • Finalize website • Create a branded TVC
11
Marketing Strategy
Al Rayhaan American School
2. TEACHERS Primary Objective: recruit international teachers Secondary Objectives: introduce Ramallah - engage with the prospective teachers on a personal level. Channel: Linkedin and Snapchat Approach: • Create and optimize a Linkedin company page • Build a list of prospective teachers • Showcase the reality of living in Ramallah, and change all preconceived ideas about the political situation.
12
Marketing Strategy
Al Rayhaan American School
CHANNELS A. Linkedin Cost: 139 USD/JOB POST Approach: Positions will be advertised on the Linkedin company page on an on-going basis. GSE to provide job descriptions. Branded content to be posted on a regular basis.
13
Marketing Strategy
Al Rayhaan American School
CHANNELS B. Snapchat Cost: 0 USD Overview: As one of the most popular emerging platforms, Snapchat is a great tool to connect with an audience on a personal level. The platform currently engages over 100 million active users per day. The format of the application is engaging by nature: 1- users are able to consume the content individually and hence it is extremely personal. 2- users must press down on the screen for the entire duration of the post in order to view it, leading to an almost 100% engagement rate. 3- read more: http://www.arabiangazette.com/snapchatads-review-predictions-20141231/
14
Marketing Strategy
Al Rayhaan American School
Scan to Add
CHANNELS Approach: Those who apply for positions at RAS will be invited to add RAS_Teachers on Snapchat.
15
Marketing Strategy
Al Rayhaan American School
Click to Play
CHANNELS Approach: Videos and images shot in Ramallah will be shared using Snapchat stories. These stories will be updated on a regular basis to include photos and videos of the brand ambassadors(TBD) while1- Visiting local attractions: malls, cinemas, bars, etc.. 2- Trying local food 3- Walking around the city Teachers can also reply to these stories and ask questions about living in Ramallah, which the ambassadors will respond to via video. Please click on RAS’ name on the left to watch a sample video:
16
Marketing Strategy
Al Rayhaan American School
PROPOSED BUDGET
Channel
Cost(USD)
Facebook - Dads
1,400
Facebook - Moms
1,600
Tab- Register your Interest
2,000
Tab- School Tour
2,800
Total
7,800
139 X Job Post
17
Marketing Strategy
Al Rayhaan American School
THANK YOU
18