Nikki Center: SMM promotion of a children’s linguistic center

Details

Project: Nikki Center

Topic: Learning foreign languages

Region: Kyiv

Platforms: Facebook, Instagram

Promotion period: November 2019 — February 2020

What the client asked: In November 2019, the client contacted us with a request to open a children’s language center. At the time of contact, the building of the linguistic center was in the midst of construction, and the opening was planned for February 1, 2020.

The client only had a design project for the future premises and construction work. Previously, the client had not been involved in promotion and did not have a similar business.

We took the task of preparing a marketing plan (promotion and content plan), designing profiles of the company on social networks, and launching the active work of the children’s center from the moment of its opening.

The children’s linguistic center was built in an elite area near Kyiv. In this regard, the project was positioned as a local business with a limited target audience: women (mothers and grandmothers) of preschool children of 4+ years. The project topic was related to language training using special game programs — this also helped to determine the parameters of design and content.

Solutions: After detailed discussions on the project, we selected promotion channels and methods. The company provided the opportunity to study foreign languages ​​in the most comfortable conditions with complete anonymity, giving the company a great advantage over competitors. In this regard, it was decided to develop a promotion strategy taking into account the company’s unique offer. We stick to social networks and targeted advertising as promotion channels.

Goals:
✅ Filling and developing the page so that it informs about the benefits of the center.
✅ Building brand awareness and attracting targeted subscribers.
✅ Increasing user awareness of the services provided by the company.
✅ Increasing the number of subscribers on pages.

Tasks:
✅ Development of a marketing plan.
✅ Development of a logo, identity, and printing design.
✅ Development of SMM strategy.
✅ Creation of visual and text content.
✅ Communication with potential clients.
✅ Conducting advertising campaigns.

Implementation:
✅ Analysis of the target audience.
✅ Developed and implemented SMM strategy.
✅ Developed the ToV of the brand.
✅ Developed a logo and a unified style for filling the profile with content.
✅ Developed and implemented systematicity in publications.
✅ Introduced the collection of contact information of potential clients on social networks.
✅ Launching advertising campaigns to generate leads.
✅ Raising brand awareness through advertising publications and Instagram Stories.

Більше

Results:

Nikki is a language center for children that provides the opportunity to learn foreign languages ​​with native speakers. Children can study English, Chinese, and French while maintaining complete anonymity because the center is located in an elite area of ​​the capital.

The first stage of work with the customer began with the logo and corporate font development. Since it was important to make the company’s profile recognizable online, the style, colors, and shapes that were used in the building’s interior design project were taken as a basis. These elements were the starting point and determined the future appearance of the website, social networks, and outdoor advertising.

The second stage involved the creation and filling of pages. We have created pages for the center on Facebook and Instagram. We started developing a corporate style and adapting it for social networks.

Having received ready-made visualizations for social networks, we designed the pages and began actively promoting them. Since the site was under development, we could increase awareness and build social capital with the help of pages. We managed to create a bright, memorable design that attracted the users’ attention.

To promote the company on social networks, we published pre-agreed content daily and used targeted advertising and placement on partner pages.

We used the following targets for advertising:

  • Reach (for Stories).
  • Increasing brand awareness (for Stories).
  • Engagement (for posts).
  • Messages (for posts).
  • Lead generation.

Placements: Advertising in Facebook, and Instagram news feeds, advertising in Stories. At the same time, we turned off the Audience Network. Using this placement may increase conversion, but reduce the quality of contact. Also, advertising in most cases was tied to geolocation.

Ad types we used are the following: images and text; several images and text; and video. A/B testing of audiences and creatives was also carried out.

For two months of full functioning of the center’s pages on social networks, we received the following results: 

  • Coverage of the target audience by geolocation 5-10 km from the center location — 111,000 users. 
  • Received target followers on Instagram — 2400.
  • Leads — 30 requests for training details a week before the opening.

 
Conclusions:
Nikki is a bright example of a successful collaboration built from scratch. This is another example of how we are able to successfully pick up your idea and offer a solution that will work.

As a result of the cooperation, the client received a complete package for visual brand packaging (logo, corporate colors, fonts, and templates), and perfectly working and visually appealing social media pages.

We know how to bring your idea to life ♥️

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