Explore when, how and why to start a Pinterest campaign for independent schools. Meghan Kreger Poller, Associate Director of Communications for Electronic Media at the Hun School of Princeton (New Jersey), @sjpoller. Part Two of the edSocialMedia Pre-Conference Forum.
The Social Media Playbook on Pinterest with The Hun School: CASE-NAIS 2013
1. THE SOCIAL MEDIA PLAYBOOK
PINTEREST
} Meghan Kreger Poller, The Hun School of Princeton
meghanpoller@hunschool.org
2.
3. THE HUN SCHOOL OF PRINCETON
• Day and Boarding School
• 6 -8 grade 100 students
• 9 – PG 500 students
• International Student Program
• Academic Learning Skills Program
• Challenges:
• New Leadership
• New Office
• Below Capacity Annual Giving
• Community Reputation/Admissions Image
4. BRAND IDENTITY
Process of Discovery
Task Force & Messaging
Strategic Plan
Early Workshop
Spring 2009
Research 2009 - 2010
Key Marketing/ Creative
Messages Office Launch Development
Spring 2010 Fall 2010 Spring/Fall
Special and
Signature
Program
Messaging
Current
5. CONTENT MARKETING PLANNING
• ink about the outcomes you are hoping to achieve
and how the content you create will help you get
there
• Who are you trying to reach and what other groups
will you reach in the process?
• How will you deliver your content?
• How can you recycle and relaunch content?
• What are your media strengths?
• If all else fails, what will rally your base?
6. WHAT IS PINTEREST?
• Pinterest is a virtual pinboard.
• Mission - to connect everyone in the world
through the 'things' they find.
• Organize, plan, share, and browse
• Fastest growing social media site
• 3rd largest social network – Facebook, Twitter,
Pinterest, Tumblr, LinkedIn
• 25 million unique users a month
7. WHO IS USING
PINTERST?
• 28.1% - Annual Household
Income Over $100,000
• 50% - Users with Children
• 68.2% - Female (some
sources list it as high as
80%)
• Ages 24 – 54
• Boommers,
Boommerangs, Gen
Xers, and Millennials
• Online Shoppers - the
average order value is
$179.36 on Pinterest versus
$80.22 on Facebook.
http://www.modea.com/blog/pinterest-infographic
8. DEMOGRAPHICS
e Pinterest Demographics are Aligned with our Demography
Ages 35-45 (Generation X)
College-educated
Household income $250,000+ and have children ages 9-14
Personal relationships are important
Value highly their online communities
Care less about leadership opinions and more about action
ey crave transparency, honesty, and real issues
Impassioned about the products and places they believe in
Peer opinions carry more weight than leadership or media
9. CONTENT MARKETING STRATEGY
• e use of Pinterest is in line with our content marketing strategy
• e use of dynamic content and stories as the primary means to
market your school.
• Connect
• Engage
• Share
Personal relationships are important
Value highly their online communities
Care less about leadership opinions and more about action
14. GETTING STARTED:
PINTEREST BUSINESS ACCOUNT
• Use Twitter or Email
• Business Pages -
launched in November
• Verify School
Website
• Promote Pinterest
Presence
• Measure Results
• Pin It Bookmark
• Get Started
15. CREATING BOARDS - OUTCOMES
What stories are you telling? Are they interesting? Do they reflect
your outcomes?
31. “No other industry I know is so under-invested in marketing as
Independent Schools. If we were to start over with a new
product, we would invest 10% of our budget in marketing
and sales. Very few schools invest even 5% …”
- Pat Bassett, President NAIS