Question

Topic: E-Marketing

Preschool Launch

Posted by Aaira on 8/9/2014 at 7:30 PM ET 125 Points
Project: Launching a Preschool

Fact: Can start advertising School Name until after license is granted.

Option 1: Advertise slowly online and build up post license

Option 2: Create FaceBook/Offline contest thru posters where we would
(Preferred) list our USP's, ask them to guess our name (with clues) and win prizes when getting any/all word right.

Option 3: Ask users to log onto Facebook, create a 6 second video (tools like Vine) on parenting other/tips and the most like ones get prizes

POSSIBLE PRIZES: 1. Reading Books 2. Discount Coupons to try our programs..

QS.1. Duration of the contests?
QS 2. Need feedback for above or anything better that the forum could recommend

THANK U SO MUCH
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/9/2014 at 11:35 PM Member
    I'm not sure how guessing your name will attract local parents/students to your school. Instead of "the game" focus on "the message" - why a student & parent will LOVE what you have to offer.
  • Posted by Aaira on 8/10/2014 at 6:46 AM Author
    Jay,

    Thanks for the response.. Could u elaborate a little bit..
  • Posted by Jay Hamilton-Roth on 8/10/2014 at 10:24 AM Member
    Aaira - your project was to launch a preschool. None of your solutions mention "the message". Option 2 is a game (not connected to your message). Option1 is non-specific. Option 3 is asking the general public to do work - but not connecting to your target audience. My suggestion is to focus on "why the reader should care about what you're saying". Narrowly target in your region. Be specific with "the message". Prove it where possible.
  • Posted by mgoodman on 8/10/2014 at 8:33 PM Accepted
    Stop focusing on the name. Develop a strong positioning statement and make sure it is benefit-oriented for your primary target audience. Then communicate the benefit in the most compelling manner possible. It's very unlikely you will attract the right kind of interest if you are more focused on the name than on the benefit you offer your primary target audience.

    Option 1b: Wait until you have the license and then advertise as aggressively as you can to generate maximum awareness quickly. Advertising slowly will prolong any result and risk never reaching critical mass.
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