kinma marketing results 2013
TRANSCRIPT
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Kinma marketing: results
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Student numbers
2013 2014 20150
10
20
30
40
50
60
70
80
90
100
PreschoolPrimary
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Preschool > Primary intake 2014
68% conversion
PreschoolExternalGoing to other primary
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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
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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
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Social reach and online engagement
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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
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What do people look at on the site?
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Where are people coming to the site from?
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How engaged are people on our Facebook page?
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Who are our Facebook followers?
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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?
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Plan of attack: 2014
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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)
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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)?
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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
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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!