A six week social media campaign designed to encourage parents of 7 to 11 year olds to attend Year 7 open evening, to raise awareness of the school in the target communities and communicate the school's key messages.
To establish a solid presence on Facebook on behalf of the school, raise their profile within the local community and build a social following within 6 weeks. To limit any unwanted activity, posting and tagging ability was restricted to page admins only and the profanity filter was set to strong.
After consultation I identified that the target audience was parent aged 22 to 50 with children between the ages of 7 to 11, living in a 20 km distance from the school. This separated my approach into two activities:
Using paid for Facebook advertising to target identified audience, I created a suite of adverts designed to encourage and drive the social following on the school's Facebook page and to drive traffic to the open evening landing page on the school's website.
Using Facebook to raise awareness of the school, communicate its key messages and promote the open evening event. This included posting relevant content at optimum times, creation of event page and regular engagement with local community pages.
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