Mission: - Be the Top of mind educational institution when it comes to high quality private education - Connect personally with our existing and new audience on Facebook and Instagram - Heighten brand awareness of Sampoerna Schools System and generate interest and inquiries

1. SAMPOERNA
SCHOOL
SYSTEM
Social Media Campaign 2016

2. SOCIAL MEDIA
CONTENT STRATEGY

3. DIGITALCAMPAIGNPROPOSAL
Our Teaching Tools
Focusing the always-on communication on all about the
brand existence. communicating the message through an
approach that is interesting and relevant to our social
media users

4. DIGITALCAMPAIGNPROPOSAL
Channel Plans
Social Media
Role
Content
• Brand Awareness
• Engagement
• Sustain
• Website Traffic
• Brand Campaign
Awareness
(Tactical)
• Brand Awareness
• Brand Personas
• Engagement
Engage through
content related to…
Engage through
content related to…
Engage through
content related to…
• Community
• Product information
• Activity updates
• FAQ about brand
• Media updates
• Web content
• Video Campaign
• Tactical
• Community
• Product information
• Activity update
• Native Content
• Brand Awareness
• Sustain
• Website Traffic
• Customer Care
Engage through
content related to…
• Promotional
• Mirroring
• Greetings
• Customer Care
• Fast Update
• Listen and Reply
• Live Chat
Primary Supporting

5. The Quadrant
Always on Campaign
Planned
Unplanned
Events &
Promotions
Editorial
Plan
Admin
support
What’s
trending
CONTENT STRATEGY
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL

6. DIGITALCAMPAIGNPROPOSAL
SAMPOERNA
ACADEMY
Now is the time, so let’s
#SECURETHEIRFUTURE

7. DIGITALCAMPAIGNPROPOSAL
Persona Tone
PurposeLanguage
Expert
Friendly
Reliable
Kind
Emotional
Personal
Remind
Attract
Invite
Simple
formal
Modern
Content
Message
Framework
Sampoerna Academy

8. DIGITALCAMPAIGNPROPOSAL
Content Message & Pillar
SOCIAL MEDIA
Objective
Audience
User Motivation
Content Pillars
Inform, educate and persuade the digital audience about how best we are in
developing their child
To be well educate about a better education options
Parents, SES A-B, Urban, Digital Savvy, edgy, Love entertainment, Socially Active
About Education Parenting Lifestyle
Content Mix 50% 30% 20%
100% Promotional Content

9. Regular Post Frequency
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL
Quantity:
- Low Volume
- High Value
Post Type
- News and Video
(gif, animated video, etc)
Amount
- 1 regular post/week
- 2 news post/week
- 1 Promotional Post/week
Quantity:
- Low Volume
- High Value
Post Type
- News and Video (gif,
animated video, etc)
Amount
- 1 Regular post/week
- 1 Promotional post/week
Quantity:
- High Volume
- Low Value
Post Type
- News, Admin Support
Amount
- Unlimited Post/week

10. Post Sample
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL
Sampoerna.Academy Masa depan anak berawal
dari impian mereka. Take that first step with your
little one towards their dream and ensure a future
for them that is filled with passion.
#StartAtSampoerna #SecureTheirFuture
About Education
Invoking our target mums in
emotional ways through an
engaging content.
Creating a clear message about
how important choosing us as the
only option to
#SecureTheirFuture

11. DIGITALCAMPAIGNPROPOSAL
Parenting
Engage through their specific
interest by inspiring them about
parenting in our way.
Make them always listen to us
because we know what best for
their children.
Copy image:
Never let them be bored, even
on relaxing weekends!
Sampoerna.Academy Setiap anak memiliki pola
pikir yang berbeda. Ada yang cenderung berpikir
lebih dengan otak kanan maupun sebaliknya. So,
how do you know your child is a right-brained
creative genius? Take a look! #SecureTheirFuture
Post Sample
SOCIAL MEDIA

12. DIGITALCAMPAIGNPROPOSAL
Lifestyle
Copy image:
Never let them be bored, even
on relaxing weekends!
Sampoerna.Academy Even parents need
some time to hang out, right? Mari kunjungi
tempat-tempat yang menarik untuk tumbuh
kembang anak kita! #SecureTheirFuture
Understanding their informational
needs and ensure that they will
never be bored when visiting us
through lifestyle content.
Creating a relevant content about
lifestyle and knowledge to
engage with mums and
understanding their needs
Post Sample
SOCIAL MEDIA

13. DIGITALCAMPAIGNPROPOSAL
SAMPOERNA
UNIVERSITY
It’s time to follow
#PATHWAYTOUS

14. DIGITALCAMPAIGNPROPOSAL
Persona Tone
PurposeLanguage
Smart
Friendly
Role Model
Kind
Humble
Personal
Remind
Attract
Invite
Simple
Edgy
Modern
Content
Message
Framework
Sampoerna
University

15. DIGITALCAMPAIGNPROPOSAL
Content Message & Pillar
SOCIAL MEDIA
Objective
Audience
User Motivation
Content Pillars
Inform, educate and persuade the digital audience about our path to US
To be well educate about a better education options
Male & Female, 14-18 Y.O, SES A-B, Urban, Digital Savvy, edgy, Love
entertainment, Socially Active
About Educations Lifestyle & Friendship Trend
Content Mix 50% 30% 20%
100% Promotional Content

16. Regular Post Frequency
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL
Quantity:
- Low Volume
- High Value
Post Type
- News and Video
(gif, animated video, etc)
Amount
- 1 regular post/week
- 2 news post/week
- 1 Promotional Post/week
Quantity:
- Low Volume
- High Value
Post Type
- News and Video (gif,
animated video, etc)
Amount
- 1 Regular post/week
- 1 Promotional post/week
Quantity:
- High Volume
- Low Value
Post Type
- News, Admin Support
Amount
- Unlimited Post/week

17. Post Sample
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL
Even adults like to have some fun, especially when it comes
to learning. Nowadays, education should be active and
experimental where students can try and learn new things
everyday. That’s how we do it. #PathwayToUS
About Education
Creating a clear message about the
important it is to choose us as the
only option to embrace the skills of
the student and to lead them to a
top grade US education.

18. DIGITALCAMPAIGNPROPOSAL
Sampoerna.Academy Sampoerna University
creates opportunities for students to discuss world
issues with international peers. Our US standard
and advanced curriculum can open doors to global
knowledge and access. #PathwaytoUS
Lifestyle & Friendship
We aim to engage with the target
audience in an emotional way though
content that displays the lifestyle
surrounding the students and peers of
Sampoerna University
Post Sample
SOCIAL MEDIA

19. Post Sample
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL
Trends
Updating the target audience both
students and parents about what is
happening in the world and what is to
come in the near future that could be
useful for students in terms of
preparation to become global
professionals
Sampoerna.Academy Calling out all future
STEAM professionals! Here are some of the global
skills & jobs of the near future. So, embrace your
skills with us at Sampoerna University. We strive to
prepare you for international greatness!
#PathwaytoUS

20. We will also be available to answer questions
and concerns of the target audience. Our admin
will answer the question max. 10 minutes after
the questions are posted.
ADMIN SUPPORT
Content Strategy
Planned & Always On
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL

21. We will also be available to answer questions
and concerns of the target audience. Our admin
will answer the question max. 10 minutes after
the questions are posted.
ADMIN SUPPORT
Content Strategy
Planned & Always On
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL

22. Description Example Public Response
Internal
Action
Green
Light
Conversation between users that do
not involve SSS team
Belajar di Sampoerna University bisa
bikin cita-cita tercapai dan bisa
ngerasain belajar di US :)
Simple response, such as:
“Thank You! ”
N/A
Yellow
Light
Questions regarding product
knowledge
Hai, pendaftaran untuk pre-kindergarten
di Sampoerna Academy dibuka kapan
sampai kapan ya?
Responding quickly, max 2 hours in a day and work hours.
“Hai, Untuk pendaftaran pre-kindergarten akan di buka mulai bulan
Januari-Maret. Have a nice day :)”
Raise issue
to Client
Red
Light
Clearly negative or critical post that
definitely requires a response both
publicly and individually.
Ini kenapa ya? Kok gue gak bisa isi
KRS, padahal udah bayar :(
Responding quickly and carefully, max 4 hours in a day and
work hours.
“Mohon maaf atas ketidaknyamanannya. Kami akan tanyakan pada
bagian yang bersangkutan, bisa bantu kami dengan mengirimkan
NIK kamu melalui inbox?”
If not resolved in social media, issue will be resolved by SSS
team.
Raise issue
to Client
Spam
Irrelevant or misleading links posted
by fans.
Mau beli perlengkapan sekolah yang
berkualitas? Follow aja IG kami di
@bestcoll :)
Delete N/A
Response Management
SOP for Social Media
SOCIAL MEDIA
DIGITALCAMPAIGNPROPOSAL

23. Sampoerna Academy
DIGITALCAMPAIGNPROPOSAL
Copy Image: A Creative Child is A Smart
Child
Where: Sampoerna Academy Auditorium
When: September 25th 2016
Caption: Dengan stimulus yang tepat, kita
bisa mengoptimalkan dan mengembangkan
kreativitas anak sedini mungkin.
Seminar tentang “Membentuk Karakter Anak
yang Kreatif” ini kami persembahkan spesial
untuk Anda para orangtua yang peduli akan
masa depan anak.
Segera hubungi 0813-3000-3002 untuk
melakukan pendaftaran.
Dengan stimulus yang tepat, kita bisa mengoptimalkan dan
mengembangkan kreativitas anak sedini mungkin.
Seminar tentang “Membentuk Karakter Anak yang Kreatif” ini kami
persembahkan spesial untuk Anda para orangtua yang peduli akan
masa depan anak.
Segera hubungi 0813-3000-3002 untuk melakukan pendaftaran.
Sample Boost Post Ads
SOCIAL MEDIA
Siapa bilang engineering tidak dapat ikut berperan dalam Fashion?
Sebagai designer dan engineers, team Fasionology dari Sampoerna
University telah berhasil menggabungkan keindahan fashion dengan
inovasi #ScienceAndTechnology 3D printing di Jakarta Fashion Week.
Congrats, team! #SampoernaStars

24. DIGITALCAMPAIGNPROPOSAL
Post Sample Ads
SOCIAL MEDIA
Ensuring our message land
at the right place with the
right audience
Sampoerna.Academy Di Sampoerna Academy kami
selalu membimbing dan mengajarkan anak untuk belajar
secara kolaboratif. When you learn more you will definitely
achieve more! #StartAtSampoerna
Sampoerna.Academy n this era, we need to be prepared
to become global professionals. Our advanced US
curriculum and strategic partnership can take you all the
way to a top grade US education. Let’s elevate education
and take it up a notch. #TheSampoernaWay
Learn More Learn More

25. THANK YOU