Post on 11-Nov-2014
description
‘HUM SE POOCHO’
HT STUDYMATEMarch 2012
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AGENDA
Introduction
Executive Summary
Strategy
Offline
Online
Outcome and Impact
Learning
Links
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INTRODUCTION
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FACTFILE
Brand
• Studymate Company
• Hindustan Times
Industry
• Education Duration
• February to March 2012
Target Audience
• Class X and XII
• CBSE Board
• Delhi NCR
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STUDYMATE
Hindustan Times’ venture- started 2010
Classroom tutoring for CBSE students (Class IX to XII)
High quality supplementary education in harmony with CBSE’s Board system
• Expert faculty
• Technology Aided Teaching (TAT)
• State-of-the-art infrastructure
Salient Features
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OBJECTIVE OF THE CAMPAIGN
Move from website only to Social Media
Increase reach of the campaign
Higher uptake of ‘Hum se Poocho’ helpline
As compared to last year
Introduce new content and ensure:
Downloads of Mock Board Papers
Downloads of Board Paper Solutions
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EXECUTIVE SUMMARY
• ‘Hum se Poocho’ enters 2nd year of existence
• Want to move beyond website
Background
• To reach larger audiences through Social Media
• For online strategy and execution
MixORG hired
• Website
Platforms used
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EXECUTIVE SUMMARY (CONTD.)
• Relevant and quality content
• Social apps
• Facebook ads
Target group was engaged through
• Partner schools and teachers
• Students and parents
Also engaged other stakeholders
• One month (March ‘12): 1.3 million views
Impact
• Immense success in terms of ROI
• Parents and students grateful for support received
Outcome
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STRATEGY
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OFFLINE
• In turn schools received branding online and offline
Partnering with Delhi Schools
• Qualified to man Studymate helplines
Tie-up with Teachers
• HT carried several ads and features on the campaign
Offline Publicity
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ONLINE
• Visibility
• Innovative Content
• Social Participation
• Live Event Coverage
• Recognition to Stakeholders
• Cross Channel Integration
Strategy
• Website
Portals Used
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VISIBILITY
Eye-catching creatives
Brand's visual language aligns with the ongoing
campaign
Targeted advertisements on
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COVER PICTURE: FACEBOOK©
Mix
OR
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FACEBOOK ADS FOR EXISTING FANS
FACEBOOK ADS FOR NEW USERS
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QUALITY CONTENT
• Posted before the Board Exams
Mock Board Exam Papers
• Posted soon after each Board Exam
Solved Board Paper Solutions
• Puzzles
• Best wishes
• Examination tips
• Light moments
Non-study related posts
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ON FACEBOOK & WEBSITE©
Mix
OR
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SOCIAL PARTICIPATION
Not just pushing information
Creating a pull/demand from Target Group
Two-way dialogue with community © M
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LIVE EVENT
COVERAGE
Helpline schedule flashed repeatedly
• Before, during and after event
Advance notice to students
• To accumulate their queries
Constant updates
• So that students don’t miss any event
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Recognition:
Partner Schools
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Recognition:
Participating Teachers
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Recognition:
Student Achievers
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CROSS CHANNEL INTEGRATION
Slider on website same as cover picture on FB
Links to Sample Papers and Board Paper solutions also reflect on
website
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Outcome &
Impact
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MODEST BUDGET => GOOD ROI
Well-received by
target audience
Sharp spike in ‘Likes’ on Studymate
FB page
Huge number of
impressions within a month
Content freely
downloaded and shared
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FACTS AND FIGURES
Number by which student community on FB grew during
‘Hum Se Poocho’ campaign
5028
Number of Impressions/ people viewing 3,725,337
Number of views of Board exam solutions 6002
Number of views of Board exam mock papers 1030
Total amount spent during the event $122.20
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Close coordination with all
stakeholders to reduce response
time
Creating a sense of entitlement
among students
Establishing norms for
community to be expressive
LEARNING©
Mix
OR
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LINKS
• http://studymateonline.com/index.html
Website
• http://www.facebook.com/studymate
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152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
info@mixorg.com
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