The Challenge

• To gain awareness with target audience through a proactive social media strategy accompanied by a media relations strategy.

Our Approach

• Thorough research and competitive analysis we determined which social media platforms and media outlets were best suited to meet the outreach goals for HTS. The strategy was formed around the concept "ParentSpace," which delivers essential information and tools for parents to help raise children to their best potential.
• Developed a social media strategy for the year including monthly content calendars for Facebook, Twitter, YouTube and the school blog.
• Formed a social media committee of teachers and students to involve them as influencers in the social media strategy. Training was done on platforms and goals.
• Researched and developed a public relations strategy for the year including outreach elements to key local media and mommy bloggers. This entailed leveraging the HTS spokespeople and positioning them as experts on technology, character and values, and academics.

The Results

• Only shortly after commencing our working relationship, the social media strategy was adopted by the marketing team, Head of School, and newly formed social media committee.
• The creative and framework for the Facebook page, Twitter profile, and YouTube channel was developed.
• The launch of social platforms and steady growth of communities over the first month in operation was a success.
• Received PR coverage in top national and local outlets, including Globe and Mail, Canada AM, and CBC.