for Monarch Academy Baltimore Public Charter School Presented by April Krueger Agenda MABC Overview Business Model Objective and KPI Target Audience TacticsChannels Campaign Results ID: 751417
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Slide1
Digital Marketing Strategy
for
Monarch Academy Baltimore
Public Charter School
Presented by April KruegerSlide2
Agenda
MABC
Overview
Business Model
Objective
and
KPI
Target Audience
Tactics/Channels
Campaign Results
OptimizationSlide3
What is Monarch Academy Baltimore Charter School (MABC) ?MABC is a publically-funded charter school that is open to all students in Baltimore City serving over 900 Kindergarteners through 8
th graders. All students attend tuition-free and unlike other charter schools, it provides free city-wide bussing.Slide4
Mission of MABC
Provides a school culture that results in students who think critically, problem solve creatively, become self-disciplined and know how to learn.
Provide
quality education and social and emotional development for students living in inner-city
Baltimore. The goal is to be a school of influence within the neighborhood and the City.Slide5
Educational Approach
Only charter school in Baltimore using the Whole Brain Teaching system. Whole Brain Teaching uses
cutting-edge
research that gives teachers innovative methods to get
students
attention, engage their students, direct instruction and create a collaborative learning environment while building character.Slide6
Academic Programming at MABCSlide7
Social and Community SupportSlide8
Business Model
Students = FundingSlide9
Challenge MABC FacesMaryland State Legislators will reassess MABC’s re-charter in May. State legislators will want to see the Communities’ interest in MABC as part of their decision.
There is no way of anticipating how many pupils the school will receive, or gauging the communities’ interest in MABC until after the applications are counted.Outside of ”word of mouth” from community influencers, there is no acquisition strategy to recruit prospective parents for the upcoming year, therefore increasing applications.Slide10
Objective & Key Performance Indicator (KPI
)
Acquisition Strategy
–
“Getting paid customers in the door”Slide11
Landing PageSlide12
Three
influential audiences essential to Re-Charter
Maryland State and Local Legislators that are a part of the Renewal CommitteeCommunity Influencers such as parents,
grandparents, and guardians of current students at MABC, as well as ministers and community business leaders Parents/Guardians of potential students at MABCSlide13
Why Potential
Parents/
Guardians
?
M
ore
applications =
Great MABC Narrative
=
H
arder
for the legislators to deny the charter renewal.
Targeting parents and guardians will lead to an increase in the number of applications to MABC.
The more parents and guardians are willing to apply to MABC, the
more
MABC is perceived by influencers as a positive Baltimore institution.Slide14
Donna
Charles
Donna is a 25-year-old African-American woman who is a single mother of a nine-year-old boy who has learning challenges.
Baltimore City Resident.
Full-time Nurse’s Aide at
MedStar
Memorial Hospital ($25,000-$45,000 a year).
Socially active both in the community and on social media.
Uses iPhone as her primary social media device.
Has concerns about the quality of her son’s education and the state of Baltimore City Public Schools in her area.Slide15
Tactics that will be used to help meet objectiveSlide16
Google Analytics: Insights
People are finding MABC site through organic search. Currently, users are NOT going to the “Apply Now” page. Even for the pages that users do go to, the bounce rate is 50% and users are spending an average of a minute on the pages they go to. Going forward, we want to apply SEO techniques to our content such as video to drive more users to the
“Apply Now” landing page.Slide17Google AnalyticsSlide18
Tactic #1: Organic Search
Content Strategy
Goal
: Conversions- We want to increase search rankings in search engines. This will help increase conversions
KPI
: Sessions/visits,
Pageviews, Avg. time on website, bounce rateSlide19
Organic Search: Content Strategy- VideoSlide20Organic Search: Content Strategy-Video
Goal: Conversions
KPI: number of clicks and sign-upsSlide21
Tactic #2: Paid SearchCurrently MABC does not
use a paid search.Inexpensive.Measurable return on investment. Tons of pay-per-click metrics at a level of granularity that is not available in Google Analytics.Easy to target audience by location, time of day, and demographic.Piggy back on partner sites such as YouTube.
You don’t have to wait long to see results in comparison to SEO.Slide22Tactic #2: Paid Search-AdWords
KPIs: Measure Conversions and Click thru Rate
Goal: Conversions Slide23
Keywords ResearchSlide24
Tactic #3: Social MediaSlide25
Tactic # 3: Social Media-FacebookSlide26
Campaign ResultsOrganic Search/Reach- Expect to get more users to our site because every piece of content on our site has its own unique title tag that describes the page and it will have more relevant keywords. Our content is optimized so we expect people to come to the site via video and go to the
“Apply Now” page to sign an application.Google Ads – Hope to drive people to the landing page to enroll their child in our school.
Social Media- Hope to drive Facebook users to the “Apply Now” link on the Facebook page to increase
applications.Slide27
OptimizationSlide28Landing Page
A
BSlide29Optimization: Google Ads
A
BKPIs: Measure Conversions and Click thru Rate
Goal: Conversions Slide30Optimization: Homepage - Video
A
BSlide31Optimization: Facebook
A
BSlide32
Thank You For Listening