PS3 Social Media Strategy

1. PS3 Social Media Strategy Debbie Deonarine Jon Hand Hannah Liot Stephanie Milicia

2. Table of Contents • What is the Problem? • Our Target Market • Wikipedia • Wikipedia Content • Website redesign • Measuring Success • Strategy resonating with targets • Search Keywords

3. What is the problem? • PS3’s website is difficult to find • PS3 administration is opposed to user generated content • PS3has limited resources – in terms of money and personnel

4. Goals • Increase traffic to PS3’s website • Increase donations to The 3Fund • Increase knowledge of PS3, including their programs and background

5. Our Target Market • Alumni & Local Community • The new and improved site and Wiki page will serve as an easy, up-to-date source the school to keep parents informed. • Future Prospects • Those interested in sending their kids to PS3 can easily find information about PS3 on a Wiki page

6. Wikipedia • First on Google search results • Costs nothing • Content must be approved by Wikipedia

7. Sandbox • Sandbox is a user sub-page • PS3 has 100% control over content • More control = Less exposure

8. Campaign type: Search Network ONLY • Ad Type: Text Ads ONLY • Location: 10014 Zip Code • Budget: • September: $16/day ($500 total) • November: $33/day ($1,000 total) • December: $33/day ($1,000 total) • Keywords: • Public School 3 • Elementary school 10014 • Greenwich Village elementary school

9. We recommend paying $0.75 per click. • This potentially translates into approximately 3,300 new visitors coming to PS3’s website.

10. Content of the Wikipedia Page • Demographics • Location • Report and Feasibility of the Greenwich Village Charrette • Programs • Affiliation with nonprofits • School facts

11. Content (Programs) • PS3 recently implemented an Arts and Scientist in-resident program. This program is allowed by funds raised by the parents of the school. This allows the school to bring in professionals to speak and interact with the class. Not only do the teachers play a big role in this school, but also the parents and business people from around the area. Parents are always welcomed into the class room. They are viewed as an “integral part of the educational environment.” The school also provides a program called Power Lunch, where businesspeople from the neighborhood are able to come in and read to the students or lead field trips around the neighborhood. Not only does PS3 team up with people from the neighborhood, but also no profit organizations such as UNICEF. The school wants to give their students an understanding of the “greater world.” • Classrooms are not only made up of individuals from different cultures but of different ages. Usually two different grades are paired together. This is to build a school on “principle of cooperation and interdependence”. Students usually find themselves becoming mentors or tutors to other individuals; Students are more likely to listen to their peers than to an instructor. Classes often team up to do various projects. There is a period at the end of the day when the older kids and young kids team up to work on dance, art or other activities. • PS3 is considered to be a diverse school- “ethnically, culturally and economically”. They try to bring in people of different backgrounds located in the city to maintain a diverse population. PS3 does a good job at standing out from the rest. Not many schools have an art based curriculum and encourage mixed grade classes. PS3 puts an innovative and fun way to interact with kids to truly bring out the best that they can be. They defiantly fulfill their mission of focusing on an “interactive, project based learning.”

12. Content (cont.) • What's special: School encourages creativity The downside: No formal gym or auditorium Enrollment: 720 Attendance: 93.7% Free Lunch: 14.7% Ethnicity: 65% white; 8% black; 14% Hispanic; 6% Asian Reading: 80.4% Math: 85.8% English Language Learners: 3.5% Special Education: 16.5%

13. Website redesign • Creating an online community! • Easy way to have a stronger media presences and create an online community without constant monitoring. We would redesign the website so it is more user friendly. • A strong and easily accessible website will make finding positive and clear information about the school easier for parents, alumni and prospective student families.

14. Website content • Clearly defined tabs and easy navigation system. • Clear mission statement with school goals and objectives. • Clear and highlighted information on school’s unique qualities such as the cooking room, rooftop garden and art-science program. • Website has a side tab for parents to volunteer, donate or sponsor. It would be an attention grabbing link that takes readers to a page explaining how they can volunteer, how it helps the school and how it may be beneficial to the parents and their kids. • The website would also have links to You Tube and other video sites where there are documentaries and interviews about PS3.

15. Measuring Success • Website Traffic • ROI

16. Strategy resonating with targets • Making information about PS3 accessible through the website, Wikipedia and sandbox will ensure that the target market is getting clear and positive information about PS3. • The school will be able to control it’s positioning and perceived perception. • If the target market are receiving clear and positive information they will be able to reiterate that information to their community. • Children in this case are an incentive for the target market to use our strategy. Parents want to know and understand their children’s education and will use and be happy with easy accessible information from the website and Wikipedia.

17. Thank you!