‘HUM SE POOCHO’

HT STUDYMATEMarch 2012

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AGENDA

Introduction

Executive Summary

Strategy

Offline

Online

Outcome and Impact

Learning

Links

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INTRODUCTION

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FACTFILE

Brand

• Studymate Company

• Hindustan Times

Industry

• Education Duration

• February to March 2012

Target Audience

• Class X and XII

• CBSE Board

• Delhi NCR

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STUDYMATE

Hindustan Times’ venture- started 2010

Classroom tutoring for CBSE students (Class IX to XII)

High quality supplementary education in harmony with CBSE’s Board system

• Expert faculty

• Technology Aided Teaching (TAT)

• State-of-the-art infrastructure

Salient Features

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OBJECTIVE OF THE CAMPAIGN

Move from website only to Social Media

Increase reach of the campaign

Higher uptake of ‘Hum se Poocho’ helpline

As compared to last year

Introduce new content and ensure:

Downloads of Mock Board Papers

Downloads of Board Paper Solutions

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EXECUTIVE SUMMARY

• ‘Hum se Poocho’ enters 2nd year of existence

• Want to move beyond website

Background

• To reach larger audiences through Social Media

• For online strategy and execution

MixORG hired

• Website

• Facebook

Platforms used

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EXECUTIVE SUMMARY (CONTD.)

• Relevant and quality content

• Social apps

• Facebook ads

Target group was engaged through

• Partner schools and teachers

• Students and parents

Also engaged other stakeholders

• One month (March ‘12): 1.3 million views

Impact

• Immense success in terms of ROI

• Parents and students grateful for support received

Outcome

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STRATEGY

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OFFLINE

• In turn schools received branding online and offline

Partnering with Delhi Schools

• Qualified to man Studymate helplines

Tie-up with Teachers

• HT carried several ads and features on the campaign

Offline Publicity

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ONLINE

• Visibility

• Innovative Content

• Social Participation

• Live Event Coverage

• Recognition to Stakeholders

• Cross Channel Integration

Strategy

• Website

• Facebook

Portals Used

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VISIBILITY

Eye-catching creatives

Brand's visual language aligns with the ongoing

campaign

Targeted advertisements on

Facebook

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COVER PICTURE: FACEBOOK©

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FACEBOOK ADS FOR EXISTING FANS

FACEBOOK ADS FOR NEW USERS

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QUALITY CONTENT

• Posted before the Board Exams

Mock Board Exam Papers

• Posted soon after each Board Exam

Solved Board Paper Solutions

• Puzzles

• Best wishes

• Examination tips

• Light moments

Non-study related posts

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ON FACEBOOK & WEBSITE©

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SOCIAL PARTICIPATION

Not just pushing information

Creating a pull/demand from Target Group

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LIVE EVENT

COVERAGE

Helpline schedule flashed repeatedly

• Before, during and after event

Advance notice to students

• To accumulate their queries

Constant updates

• So that students don’t miss any event

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Recognition:

Partner Schools

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Recognition:

Participating Teachers

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Recognition:

Student Achievers

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CROSS CHANNEL INTEGRATION

Slider on website same as cover picture on FB

Links to Sample Papers and Board Paper solutions also reflect on

website

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Outcome &

Impact

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MODEST BUDGET => GOOD ROI

Well-received by

target audience

Sharp spike in ‘Likes’ on Studymate

FB page

Huge number of

impressions within a month

Content freely

downloaded and shared

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FACTS AND FIGURES

Number by which student community on FB grew during

‘Hum Se Poocho’ campaign

5028

Number of Impressions/ people viewing 3,725,337

Number of views of Board exam solutions 6002

Number of views of Board exam mock papers 1030

Total amount spent during the event $122.20

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Close coordination with all

stakeholders to reduce response

time

Creating a sense of entitlement

among students

Establishing norms for

community to be expressive

LEARNING©

Mix

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LINKS

• http://studymateonline.com/index.html

Website

• http://www.facebook.com/studymate

Facebook

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152, Lower Ground Floor

Kailash Hills

Near G-Block, East of Kailash

New Delhi-110 065

info@mixorg.com

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