Marketing Strategy 2018 Presented by: Estie van Heerden Tinfish Creative Solutions Client Insight session 11/10/2018 First Draft Presentation 21/11/2018
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Background - Tinfish & Urban Initial Creation meeting with Peggy Vreken
Tinfish Creative Solutions was asked to meet with an Urban representation and propose a marketing strategy solution for Orban School based on insights received from Insight meeting scheduled for 11/10/2018 Tinfish Creative Solutions director, Estie van Heerden, had previous experience delivering similar strategies for Jan Cilliers Laerskool in 2017, and have been actively serving clients on corporate level for over 11 years. On most of these accounts, Tinfish was entrusted to do a full marketing audit, deliver 6-12month marketing strategy solutions and brand architecture. As a result of this close working relationship with our clients, Tinfish took over management of these most accounts where a marketing manager was absent, and handled all turnkey marketing activities on their behalf, with renewed retainer contracts annually. Since our short inception with Orban, Tinfish Creative Solutions has done extensive market research and gained in-depth knowledge of gaps and opportunities which Orban can utilize. Through careful strategic and planning sessions, Orban will benefit from the quality of work we do in line with their vision & needs. We are a certified Government Service Provider, VAT Registered, and BEEE-E Level 4. Tinfish Creative Solutions, Pty Ltd. have successfully executed large tender projects for other government entities such as Eskom, CSIR, PIC and the NCPC.
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How we compile your Strategy 22/11/2018
22/11/2018
27/11/2018
26/11/2018
*Today
21/11/2018 26/11/2018
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Feedback from Insight session Round Table discussion with Orban representative POTENTIAL PARENTS
ORBAN
What is the main goal?
TEACHERS
Market to:
• • • •
PARENTS & Scholars
Why ORBAN?
• • • •
Increase enrollment for 2019/2020 Visibility Increase a balanced demographic Establish ORBAN Culture
Most affordable private school in JHB North Diverse culture Reactive and constantly evolving Central Location
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Revised Main Focus Areas Feedback from Client Insight meeting
Goals? • • • • • • • • • •
Increase Afrikaans enrollment for 2019/2020 Market Orban as affordable private school Small focused classes - Individual Attention Market Orban Pre-primary Market Aftercare services Increase a balanced demographic Visibility & Branding Include Digital Marketing as tactic Better communication with parents Create ORBAN events - platforms to interact
• Establish a new ORBAN Culture • Include ORBAN Legacy
Sales Focus • • • • • • • • • •
Most Affordable Private school in JHB North State Calendar - 4 terms Central location Close to SABC, UJ, Media24 and major hospitals Small intimate classes Diverse culture Increase a balanced demographic Offer aftercare services Pre-primary classes from 6 months Reactive and Evolving - No approval from State
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Marketing Feedback Report
Marketing Insight Findings WHEN First introduction to ORBAN (first contact with brand) Point of contact differ between 3 target areas (slide 4): • TEACHERS - at induction - why am i here at ORBAN? how will I make a change and what is expected of me? • PARENTS - Enrollment - Induction before year start. How do we communicate? • POTENTIAL MARKET - Alumni Advertising, articles, word of mouth referrals.
GAP Why choose ORBAN? What will we offer • SMALL FOCUSSED CLASSES Rest of private schools offer focussed sized classes - at hefty price • CENTRAL - Orban is close to Northcliff, Melville, Greenside, Parkhurst, Linden ect. • AFFORDABLE • CULTURAL DIVERSE - ORBAN encapsulate SA’s diverse demographic
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PROBLEM Why choose ORBAN? Are we still relevant? • THEY DONT KNOW ABOUT ORBAN How do we introduce our key selling points: Modern, Current, diverse, central, • NEG PUBLICITY - How do we change this around? Convert the non-believers? Gain foothold as diverse school? Open discussions • VISIBILITY - Community driven but the direct community of JHB North are not aware of our school or unique selling points. How do we change this? • DEMOCRAPHIC?
BEFORE What is currently in place? • NEWSLETTER TO PARENTS Well executed but need to grow in focussed marketing content. Drive traffic to web? • WEBSITE- updated, but need to be aligned with other marketing activities • NEW LOGO - clean and works well. Need to be implemented throughout. CI Manual done (Adri)
WHAT How will ORBAN Accomplish these goals? • TESTIMONIALS - How we sell word of mouth, utilize in all marketing collateral. From parents, Alumni, scholars, teachers, new parents. Through creative and kids art. • GOOD PUBLICITY - Enhance ORBAN’s visibility in media/outdoor/digital marketing • FEEBACK - Ask the parents, ask the kids how we can Communicate better, what they want changed at ORBAN ect. • FUNDRAISING EVENTS - Offer a platform for teachers & parents to interact, and market the school to the public. Not just ORBAN focussed. NPC - tax certificate for donations.
HOW Tools • MARKETING STRATEGY • FOCUSSED MARKETING ACTIVITES • PR - MEDIA • INTERACTIVE VIDEO’S / VLOGS (OPEN DAY) • PARTNERSHIP SCHOOLS • DONATION PLATFORMS • GOVERNMENT SUPPORT
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Marketing Tactics identified Focus areas from research
! Strategy Plan
Brand Awareness
Digital Services
Conduct a renewed strategy plan specific to ORBAN. Clearly identify a roadmap for objectives in each marketing category for 2018/9
Launch of the ORBAN Brand, All marketing collateral, visibility at school, establish brand EVERYWHERE, interactive comms, unified collateral to also help establish ORBAN culture.
Enhanced Web platform, SEO, targeted social media, Google Analytics & Adwords, partnerships, internal and external comms.
Databuilding
Public Relations
Communication Tactics
Assist ORBAN with integration and management of existing ORBAN databases, capture data from web, digital leads, events and industry research. Segment according to tags identified.
Profile generation for ORBAN, Regular comment in media, trend forecast, New year exposure, intake feedback, Achievements quarterly, partner with media.
New informative content generation, regular viewpoint pieces, market guidelines, knowledge sharing, Testimonials & Digital open day
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Marketing Strategy Outline Phase 1 - 2019
Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1
1
BRANDING & VISIBILITY
1
Creative Services Tasked • Compile a Corporate Identity document. This will be used to guide all creative team members on ORBAN logo use, colors, and brand architecture to reflect a uniform creative image of ORBAN. A new CI outline was submitted - status? We need to ensure one logo use, colors clearly identified and fonts stipulated. Include car stickers to list • ORBAN Company profile. Create an interactive digital brochure that can be easily used for digital marketing purposes. This document should clearly stipulate ORBAN unique selling points, services offered, location and advantages of enrolling with ORBAN in 2019. Please supply Tinfish with year planner of events. • ORBAN OUTDOOR branding. Update all signage at the school to reflect the correct brand CI. Big visible board at main gate, entrance to school. See samples attached. This could be done at minimal cost. But its vital that all signage must be standardized for 2019. • Get municipal location boards stating ‘ORBAN SCHOOL’ at Beyers Naude & 4th Avenue, then again on Ayr road split and Winchester road. • Adreach Campaign on main roads feeding traffic around ORBAN. See map attached for indication. Price dependent on time &duration. Avg traffic flow on main roads between 8-6m: see Adreach report • Long term billboard booking on Beyers Naude / Empire rd / Barry Hertzog. JCDeCaux - approx 25K per term - duration dependent
For Immediate activation: Use Urban Company profile and break into digital assets that can be loaded onto Social media advertising campaign to promote intake for 2019
Include in Company profile: • CAPS+ Curriculum - Afrikaans Private, worth mention to English parents as well - pls send correct wording. • Academic Excellence - need stats to advertise this selling point • Value System - we avoid religion and focus on christianity specifically. Word this correctly.
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Corporate CI samples and outline
We need confirmation on new CI asap.
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Cut tree - confirm Advertise on the back of the board as well. Outdoor advertising isn't seen from a static armchair, but by people on the move, and the time of their message exposure has to always be part of the creative consideration. Remember that the message has to be seen from moving vehicles and allowances for it. Speeds and exposure time vary greatly by location, but if you consider you target consumer's attention is from six to twelve seconds, you're going to be on target for maximum readership. And check the concept against the seven basic cornerstones to outdoor with impact.
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Street Pole Ads SPAs are an excellent campaign extension, which form a conduit between what's happening above the line and the in-store experience.
It’s like having your own sales team on the ground, permanently, driving people towards your product. Your brand can now own the windscreen space of thousands of South African consumers, 24-hours a day, where and when it matters. Street Pole Ads are graded as Premium, Impact and Strategic. Prices vary from 1,5K-2,2K per location. Duration, booking term, and size will be factors that will influence price. Bookings need to be made now for January 2019.
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ORBAN OUTDOOR LOCATIONS
Municipal signage
Adreach Streetpole ads
JCdeCaux Billboards
Added routes: Northcliff back routes, via Sophiatown, Jumbo, Eufees Road, Gordon, Westcliff drive
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Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1
1
BRANDING & VISIBILITY continue
1
• ORBAN OUTDOOR branding - events. • ORBAN would require gazebo’s and flags that can be erected and used at sporting events for brand visibility. • This would be a great asset for the 2019 sports season. • It would also create a landmark for the children to return to at big sports events. • Suggestion: 3m gazebo & 4 Fin flags. Louise to confirm the order needed - what budget will allow.
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Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1 DIGITAL WEB:
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• • • •
Branding - clearly display ORBAN Logo. 2019 Information clearly visible - top of home page. Revisit pagination and naming - easy navigation. No split of Pre-Primary & Primary. Look and feel - clean and information easy to read. See: http://reddamhouse.com
• Implement Google Analytics for ORBAN website and review current SEO. • Should Tinfish be appointed, we would need logins for these. Hosing information and CPanel login details • Google Adwords: Conducted a new keyword research (See attached) • Set up Adwords campaigns for ORBAN to enhance traffic. Google Adword research will be conducted with help of Orban representative for best targeted hit rate. • Ensure ORBAN Google Location profile is set up correctly. Include keywords. • Set up ad campaign on Google for ORBAN for January - Feb specifically focussing on 2019 intake. • Sign up for digital listing platforms like ISASA and private school listings in JHB. • Ad School uniform shop - pay with zapper • Include Tuck shop information to website - include zapper link to upload funds • Utilize school Wordpress template better. • Tinfish to take over web administration - get login details ect.
Social media: • • • • •
Get access to ORBAN Facebook open account. Closed account can stay - must be managed. Start loading 2019 digital assets to promote intake Upload interview video and news - weekly! (See Baken https://www.facebook.com/bakenakademie/) Promote new fees for 2019 - redirect to your website - always Setup ORBAN Linkedin profile - school. This will be a more formal news platform. Here you target professionals from Media24, UJ, SABC. Newsworthy article on school success - services offered that would influence professionals like aftercare ect. • Instagram. Setup correct profiles for the school. Post overview of 2018. Fun, positive, sports, culture, art. • Each of the social media accounts would need to be management for each of these accounts as outlined in communication plan template. Response time vital, especially for call to actions on Facebook.
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Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1 ADWORD RESEARCH - 1K campaign Keyword Orban Orban School Private School Johannesburg private schools in johannesburg north top 10 private schools in johannesburg School westdene * School melville afrikaans private schools
Hit rate 29 100 000 results 3 670 000 results 7 060 000 results 4 670 000 results 3 730 000 results 316 000 results 30 300 000 results 6 370 000 results
Campaign can be set up : Pay per click. Can be an accurate search or fit description Location specific or greater area specified. Add: Private Afrikaans, Afrikaans primary, Afrikaanse laerskool Johannesburg 17 www.tinfishcreative.co.za
Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1 DIGITAL continue Social media:
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• Setup ORBAN’s own Youtube channel, and upload all edited videos, integrated into website. • Shoot a virtual School tour - open day video for 2019. Upload to YouTube . • Launch ad campaign Via YouTube - 3min linked to Adwords. See example:
Electronic Communication: • • • • • •
Communicate goals for 2019 and rates Electronic comms to parents and teachers/staff - split Include video assets on EDM’s - include digital brochure and virtual video Outline events for 1st quarter 2019 to parents What to look forward to in 2019? Launch a ‘My Holiday’ competition. Students can submit a short video, insta story, picture, digital storybook in january. Offer major prizes. Sponsorship involvement. Include in press outline for 2019 • Create events for each term where a call to action in the newsletter will drive traffic to the website. • Feedback section - let the parents talk. • Post EDM on WhatsApp groups for easier distribution to Set out monthly targets for digital areas to grow. Focus on feedback from public, watch the statistics on google analytics and track changes in the market. *discuss remedial gap - current. Estie
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Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1 PUBLIC RELATIONS & CONTENT Public Relations Strategy 1 semester 2019
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• Invite journalist for closing 2018 ceremony. Provide press release, images and video clips of children and teachers closing the year. Caxton community newspapers • Send out prospective year opening dates to press and invite them NOW for first day of school photographs and interviews. Include SABC news. Close • Send information articles about ORBAN, legacy and goals for 2019 to various newspapers, publications - with a main focus on modern education in a city. • Focus on ORBAN ‘My Holiday competition’. Invite press to awards evening - create as much traction as possible. • Upload all news articles to Linkedin, Website and Facebook. • Introduce ORBAN Brand Ambassadors for 2019. Profile each and introduce Ambassador program to the media • Invite Via/Kwela/Afrikaans actual to interview school /profile.
Ongoing: • Develop and include a PR strategy & in line with monthly events, announcements and comment on market related news. • Established a relationship and database of media agencies and publications with interest in ORBAN market activities • Setup Public profile for ORBAN Principle or appointed representative, as voice and preferred contact of industry related comment in the media. • Identify brand ambassadors for ORBAN provide basic outline of expectation & PR training when using digital platforms • Draft outline of example media releases on behalf of ORBAN to the media and on digital platform, related to events, news and achievements of the school • Provide an in depth competitor analysis, ensure methods to align ORBAN with successful marketing tasks found, offer mediums and competitor activities relevant to monthly marketing activities which could be introduced to ORBAN • Developed content outline criteria for digital platforms and marketing collateral
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Marketing Strategy Overview Focus areas in the ORBAN Marketing Strategy - Phase 1 EVENTS & FUNDRAISING EVENT Strategy 1 semester 2019
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• 1st day of school opening. This need to be well documented, filmed and packaged as marketing collateral for 2019 ongoing • My Holiday - as explained before • ORBAN Allumni - where did our top students go - how are they doing? Video profile, ect. This will be an ongoing event for 2019 • I TEACH URBAN - focus on the unique features at ORBAN in a city environment. This campaign can develop into all marketing areas. This will also create an open platform for all teachers to communicate and help children. This will include student teachers program who visit ORBAN. Register - look into this. Estie • 1st semester parent and teacher event - Fun sports day. ADDED: Briget’s long table idea for fundraiser.
ONGOING • Appoint and assist ORBAN task team with planning and execution of various marketing events. Fundraisers & brand reveals. • Assist ORBAN in preparation planning of all event collateral and event material needed. • Assist ORBAN source competitive quotes from suppliers and service providers for event material.
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Closing changes for 2nd draft
Action points to proceed • Tinfish to invoice and complete final Strategy draft for 26/11/2018 • ORBAN Board to confirm retainer budget for Tinfish to: 1. Manage Monthly Marketing Management 2. Monthly Communication plan outline - in line with strategy 3. Website Administration 4. Design Services & Creative Direction 5. Digital Account Management (Includes Social media) 6. Content creation • Based on above, Tinfish will supply a retainer agreement contract for minimum 6 months to ORBAN for signage. • First contract month of services rendered will be 1/12/2018 Once retainer starts, the following need to be actioned: • Supply information needed for Tinfish to start with above tasks • Supply datasheet with login details for web, social media, gmail and any other digital accounts Orban might own • Supply Orban company outline for Tinfish to start draft of Digital company profile document • ORBAN to set up imagebank of images we can use in marketing material for digital assets, company profile and ads. • Tinfish to supply new web site plan for approval before changes are done • Review and setup all social media accounts for ORBAN in line with strategy • Tasks to follow once we’ve had our first marketing planning meeting.
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