Digital Identity & Performance Marketing for SPOCO.org
PROBLEM
SPOCO.org, a well-established sports-focused school run by a cooperative of farmers and stakeholders, had a solid offline reputation but lacked a comprehensive digital identity. They needed to build trust with students and parents, establish branding for a soon-to-be-launched residential college and generate new admissions. When NoeticMinds Consulting engaged with them in February 2023, their digital presence was minimal:
1. No Facebook page
2. An Instagram account operated informally by a teacher
3. A YouTube channel used only to post school activity videos
SPOCO required a digital roadmap, content consistency and a focused strategy to leverage their 100-acre campus and sports-oriented legacy to attract new students.
1. No Facebook page
2. An Instagram account operated informally by a teacher
3. A YouTube channel used only to post school activity videos
SPOCO required a digital roadmap, content consistency and a focused strategy to leverage their 100-acre campus and sports-oriented legacy to attract new students.
OBJECTIVE
1. Create a cohesive digital identity
2. Establish brand trust among students, parents and stakeholders
3. Boost admissions for the new residential college
4. Drive engagement with the community through digital platforms
2. Establish brand trust among students, parents and stakeholders
3. Boost admissions for the new residential college
4. Drive engagement with the community through digital platforms
SOLUTION:
To address SPOCO’s digital challenges, NoeticMinds Consulting devised a phased digital marketing strategy
- Timeline: Defined a 9-month roadmap to align with SPOCO’s admissions and back-to-school schedules.
- Brand Consistency: Educated SPOCO’s staff and teachers on the importance of brand consistency and decoupled personal profiles from publishing content.
- Social Media Setup:
1. Created an official Facebook page and redesigned the Instagram profile to better reflect SPOCO’s brand identity.
2. Centralized their digital content distribution across platforms, ensuring consistent messaging.
- Content Repository: Conducted an 8-day on-campus video shoot to capture authentic content, including interviews with instructors, students, parents, management, and alumni.
- Content Calendar: Created a tailored content calendar that matched key milestones, including admissions, back-to-school events, and the launch of the residential college.
- Community-Driven Support: Leveraged the existing community’s trust and engagement, receiving support from stakeholders across the board for the social media campaign.
- Campaign Execution: Launched an integrated social media campaign in March 2023 across Facebook and Instagram. The campaign focused on driving awareness of the school’s new offerings and generating leads for admissions.
- Engagement Focus: Highlighted key aspects of the school’s sports programs, 40-year legacy and the 100-acre campus in content posts.
- Career Counselling Event: Organized a career counselling and mentorship event to attract participants outside the existing community, providing a platform to explore the campus and its facilities.
- Regional Ads Strategy: Ran ads in regional languages with a rural focus, ensuring a tailored approach to reach the right audience.
- Performance Marketing: SPOCO was instilled with the confidence to conduct performance marketing for admissions, leading to 260 curated inquiries from the ad campaigns.
RESULTS
In just 3 months (March-May 2023), NoeticMinds Consulting delivered substantial results for SPOCO.org:
- Massive Engagement Increase: Achieved a 400% increase in engagement through Facebook and Instagram campaigns.
- Community Support: Over 1500 student responses for the new residential college offerings, showcasing widespread interest and support from the community.
- Curated Enquiries: Generated 260 curated inquiries for admissions, thanks to highly-targeted ads run in regional languages.
- Student-Parent Connection: Enhanced the connection between students, parents and the school, with engagement levels maintaining healthy growth across the board.
Client Testimonial
Sarah Al Mansoori
Management
SPOCO.org
"NoeticMinds helped us transition into the digital era with a clear and well-executed strategy. The results speak for themselves and we’ve seen a significant boost in both engagement and inquiries for our residential college."