IMC Strategic Plan for Premiere Academy pdf

Harhonda N. Pinkney

Premiere Christian Academy of Academic Excellence & Performing Arts

December 22, 2013

Sunday, December 22, 13

Link to Slideshare

Executive SummaryShilisha Logan, COO for Premiere Academy is a graduate of the University of Alabama at Birmingham. Ms. Logan has a background in Early Childhood Education and is the former principal at the St. Mary’s Catholic School of Performing Arts. Ms. Logan has always had a desire to open her own school. During fall, 2012 that desire and dream became a reality. Ms. Logan retrieved funds from her 401K, purchased, and opened the doors of Premiere Christian Academy of Academic Excellence and Performing Arts (Premiere Academy). The existing school building had been empty for some time. It is at that time that Ms. Logan began to have the school cleaned, painted, and opened.

Situation Analysis

Problem StatementThe situation analysis is the development of a social media campaign to determine that Premiere Academy should redirect its target market. Many of Premiere Academy’s current targets include young mothers that have children taken care of by their parents. These parents are baby boomers and do not utilize all of today’s social media streams. The social media campaign will result in creating an awareness for the school. In addition, the social media campaign will result in funding from local community and government leaders.

Organizational BackgroundPremiere Academy is a private school that accommodates newborns to fifth grade students. The school provides learning through the arts. The curriculum includes music, dance, and theater incorporated into coursework. The goal of the school is to select a well balanced and diverse student body composed of students who will be successful in the traditions of Premiere Academy (2013).


Communications AnalysisAt this time, Premiere Academy owns a website and has presence on Facebook. Their website lists various classes from pre-kindergarten to fifth grade. Information such as the school’s motto is on the website. There are photos that depict the story of happy children. The school’s image is to teach the children through performing arts while commanding a higher learning through multiculturalism. There have not been any recent public relations (PR) efforts. Premiere Academy’s Facebook page has 151 likes. At this time, the school should have more than 151 likes. Their last post was on December 22, 2013. Recent posts show that there is a presence on Facebook. All the posts are positive and motivational. The Facebook page does not appear to be effective in terms of advertising.

Communications CritiquedAlthough Premiere Academy’s Facebook page contains motivational posts, there should be more presence on the page with likes and followers. Other social media websites such as Pinterest, and Twitter should become involved with Premiere Academy. Many individuals within Premiere Academy’s target market use social media. The target market group should play a large role with the social media campaign.

Research conducted or taken place include analyzing Premier Academy’s Facebook page, website and searching other social media sites to find their presence. Social media engagement can be done in small ways such as highlighting volunteers on their website and Facebook page; then they will share the content with their friends. The school can create a social media advisory board; or they may connect to other online and digital influencers (Aronson, 2013).

The social media campaign effectiveness may be determined by the Klout score, increase in followers, and the development of social media groups added. In addition, new keyword performance indicators (KPIs) can become developed. Video presence on YouTube can play a major role as well.


Preliminary Identification of Target Publics

Currently, the target audiences for Premiere Academy are female parents who receive Childcare Resources, a non-profit 501(c)(3) Child Care Resource and Referral Agency based in Birmingham, Alabama. Premiere Academy is also a non-profit 501(c)(3). Due to the low funding, and Ms. Logan having to provide the cash up front, Childcare Resources is the steady form of payment for the school. Childcare Resources’ Supplemental Child Care Program (SCCP) provides the funds. The Childcare Resources' Supplemental Child Care Program (SCCP) assists eligible parents with paying for the cost of childcare. Based on a sliding scale related to family size and income, parents pay a portion of the cost of care and Childcare Resources pays the rest (2013).

SWOT Analysis

The SWOT analysis can strengthen Premiere Academy’s social media campaign. This analysis will tell which areas should become targeted on the social media campaign. The strengths shall remain the same while focus will become placed on the school’s weaknesses. The weaknesses may be addressed by providing additional social media channels while utilizing KPIs and metrics. Once the social media campaign is up and running, local funding partners will become informed of the schools’ presence.

Current Situation

Premiere Academy opened their doors Fall 2012. Their purpose is to educate children by offering a comprehensive education with high expectations and achievement. Premiere Academy will prepare its students for life-long learning by developing their confidence and abilities as learners and problem-solvers. Premiere Academy is committed to use innovative, cooperative methods and an interdisciplinary curriculum that embraces creativity as expressed through multiple intelligences and multiculturalism (2013).

Premiere Academy would like to extend greater ties to its intended target market. With the right social media attention, Premiere Academy will be able to increase their awareness and enrollment. At this time, there are no historical issues. Shelisha Logan, Premiere Academy COO, has a goal to advertise more. Another goal is to acquire presence and funding from local government leaders. The social media awareness campaign will provide greater awareness through other means of social media. Once the social media campaign is launched, funding from local government and community leaders should become easier. Community leaders would like to have information about programs before their contributions.


SWOT

StrengthsProgram Enhances LearningCommunity InvolvementExperienced Teachers

WeaknessesLow Social Media PresenceSchool Opened Less Than 2 YearsFunded Partners are Needed

ThreatsNone at This Time

OpportunitiesAble to Receive Funding From

Local Partners

ANALYSIS


Marketing Objectives

Target MarketPremiere Academy would like to target females between the ages of 18 and 28. Single females are generally the custodial parents that register children for school. Premier Academy would like to reach this target market by additional social media outlets other than Facebook. The social media campaign may utilize the competitive analysis information to target female parents between the ages of 18 to 28.

Would like to pursue nursing as a career. Telisha is a single teenage mom and is involved with the child’s father. Telisha is not able to work because she attends high school during the day, while caring for their young child during the evening. The father works a pt job at FedEx to help provide for their young child. They both live with their parents. The teens are striving to be good parents by providing their child with excellent childcare services. In addition, they both plan to attend college to further their education. At times, Telisha is frustrated with the demands of being a single mom. She enjoys and relies heavily on social media communications such as Twitter, Facebook, Foursquare, and Pininterest. Telisha is a straight A student who speaks very well and lives in Birmingham, Alabama. Although she would like to attend college outside of Birmingham, she has decided to remain in Birmingham until her daughter is older.

Buyer PersonaTelisha Williams18 year old Female Student


Creative Samples

Product, Features Description and BenefitsThe social media campaign will compose a Twitter Page for Premiere Academy. Twitter posts are brief and will provide additional awareness by tweeting daily, weekly, and monthly school happenings. Success for this campaign will be determined by developing higher Klout counts, increasing friend requests, providing video footage on YouTube, and utilizing Key Performance Indicators (KPIs) to drive social media traffic.

USP - Unique Selling PositionFine Arts Curriculum

Competition (Product position)The competitive frame of reference is, Altamont School, a local private school located in Birmingham, Alabama that details their Twitter feed demographics. Alexa.com lists viewer demographic for Altamont’s Twitter page higher among woman than men. Although the two schools do not compare in terms of the grade levels and school programs, research provides that females are the audience that Premier Academy would like to target. At this time, Premiere Academy does not have any direct competing schools.

Logo, Image and Color SchemeColors used will be Red, Navy & White

TaglineIt's what we do for Christ in the here and now that will make a difference in the then and there (Lucado, M.) (2013).


AdwordsPrivate School,AcademyPremiereSchoolPerforming ArtsMusic CurriculumTheaterDance

Banner Ad Sample

Internal CommunicationsExpanding the media budget to include proving more money to advertiseManagerial capabilities to include meeting with Board Members; having staff meetings, and PTA - Parent Teacher Association Meetings.

Strategies & Tactics

Sample Advertisement Flyer for Fall Festival



Media Flowchart

Email

Facebook

Twitter Pinterest

Flyers

1.Word of Mouth2.Social Media

3.Website4.Print

LocalPaper

Premiere AcademyWebsite


Month Task MediumMarch 1st Annual Banquet Word of Mouth, Email, Flyers, Social Media

April Begin a blog Website, Facebook, Twitter

May Recruit 200 FB members Facebook, Twitter

June Post Infographics Pinterest, Facebook

July Recruit Twitter Followers Twitter, Facebook, Website

August Recruit new students Ad in Local paper, Facebook, Twitter, Website

September Begin Monthly Flyers, School Board Meeting

Email, Flyers, Website

October Fall Festival Word of Mouth, Email, Flyers, Social Media

November Community Service Project Word of Mouth, Email, Flyers, Social Media

December Christmas Program Word of Mouth, Email, Flyers, Social Media

January 1st Quarterly Newsletter Email, Flyers

February Prepare for 2nd Annual Banquet in March Word of Mouth, Email, Flyers, Social Media

Media Schedule


Budget

• Marketing at Cost include: $50 to purchase paper for flyers

• Marketing with In Kind Services include: local community newspaper

• Marketing at No Cost include: Social media campaigns, word of mouth blogs, and website


REFERENCES

• Aronson, B. (2013). [Web log message]. Retrieved from http://www.bradaronson.com/22-high-impact-low-cost-social-media-opportunities-for-nonprofits/

• (2013). Retrieved from http://www.premiereacademy.org/bgm/

• (2013). Retrieved from http://www.ccr-bhm.org/financial/

• (2013). Retrieved from https://twitter.com/search?q=altamont%20school&src=typd


http://www.bradaronson.com/22-high-impact-low-cost-social-media-opportunities-for-nonprofits/




http://www.premiereacademy.org/bgm/

http://www.premiereacademy.org/bgm/

http://www.ccr-bhm.org/financial/

http://www.ccr-bhm.org/financial/

https://twitter.com/search?q=altamont%20school&src=typd

https://twitter.com/search?q=altamont%20school&src=typd