RPS PR Plan | Diana Li

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Rock Pic School PR Plan

Overview
Rock Pic School is a secular, private high school in North Dartmouth, Massachusetts ranking 82 out of 104 best private schools in the state. With an affordable tuition and a wide curriculum, Rock Pic School’s purpose is to create an experience to help foster the students’ interests, passion, and curiosity.

Objective
To increase the number of students recruited, both state-wide and national, by 20% at the end of 2018 Fall Semester.

Challenge
Rock Pic School has extended a new admissions policy to recruit in-state and out-of-state students. With the lack of national awareness and recognition, parents might be skeptical to allow their kids to attend the school.

Solution
A combination of media relations, consumer relations, special events, and promotions to establish awareness and a relationship with the target audience.

Target Market

Families that emphasize success through passion and achievement in their life goals and dreams.

Demographics

Female and Male
14-18 years old
Students
Living in an urban
environment
A Dependent

Psychographics

At a young age, he knew what he wanted to be and do. He has passion and drive to achieve not only the academic goals he has set for himself, but also his life goals. He has 4.0 GPA, is in honors and AP classes, and participates in extracurricular activities relating to his passions/hobbies. He is also a very independent learner that constantly critically thinks about the curiosities in life and uses his creativity and innovative ideas as solutions. His relationship with his parents are very close and they tend to support him not matter what.

Primary Audience

Secondary Audience

Demographics

Male and Female
35-45 years old
$75k+/yr
Parents
Have at least one teen
Living in urban environment
Middle Management or above
Homeowner

Psychographics

She is a diligent, dedicated, and hardworking as both a parent and worker. She craves to be creative and followed her passion in her career. She loves her kids and tries to be as supportive and nurturing as she can. As an academic she believes that education and wisdom is very important and tries to impart that towards her kids.

Current Conditions

School Reputation

Ranked 82 out of 104 best private school in Massachusetts
Tuition is $10,000 a year
- Lower than higher ranking private schools
- Affordable
Wide Curriculum
Drive students’ individual passions

School Quality

Graduation Rate of 2017 : 100%
Seek higher education: 99%
Class 2017 earned about $23 million in scholarships and grants
Class ratio: 13-1
Broader curriculum not limited by funds nor state requirements/guidelines
- EX: Fine arts, carpentry, computer science, software engineering, etc.

Political

Education Laws and Regulations 603 CMR 18.05 – Require Policies and Procedures:
- Laws on admissions requirements :
  - Approval from Department of Education needed
  - Necessary procedures need to be done before moving forward
  - Informing eligible student and parents on specific school requirements, procedures and helpful information
Hindrance on admissions process
Hindrance to reach objective on recruitment
- Possibility decrease on expected funding

Social

Private schools are perceived as better by society
- Wider curriculum
- Parental involvement
- Extracurricular activities
- Smaller classes
- Ample resources
- Dedicated teachers
Perceptions drive parents to private over public schools
Perceptions will be reciprocated for Rock Pic School

Technological

Private school environment encourage students to bring own device to school
SMART boards used to facilitate teaching
Online school environment
- Out-of-state students no being able to afford boarding have the option to take online classes
- Bring your own device plan helps student prepare and create a habit of taking notes on a computer as simulation of college classes
- SMART board technology increase interactivity in classes, allowing teachers to easily make more creative and stimulating lessons

P.E.S.T Analysis

With the use of a P.E.S.T analysis, Rock Pic School can evaluate the different factors that can limit effectiveness of the PR plan and recognize opportunity for success.

Economical

Average median household income : $70,954
Average median housing value: $341,000(US Census Bureau)
2.9% unemployment rate v.s. national 4.3% unemployment rate
Ranked 4 out of the 50 state for jobs
Welfare caseload decreased by 25%
2nd best business environment followed by California
- Suitable economic environment for out-of-state families to move over
- Increased economy = increase of potential funding
  - Funding to improve school’s overall environment

Media Relations

Objective

Increase media coverage by 35% in media outlets reaching potential students (age 14-18) in populated, urban areas of the East and West coast by 2018 Fall semester

Strategy 1: Social Media

Tactic 1: Snapchat

83% of teenagers uses Snapchat at least once a month.

Strategy 2: Music Stream Mobile App

Tactic 2: Spotify

During the survey period it was found that 21 percent of U.S. Spotify users were 13 to 18 years of age.

Special Events and Promotions

Objective

Create an attendance of 35% of potential students (age 14-18)at special events and promotions

Strategy 1: Promotional Event

Tactic 1: Shadow-Luncheon

•Create an environment simulating what attending Rock Pic School would be like for potential students

•Creating bonds with current and potential students

Strategy 2: Speaking Engagement

Tactic 2: Open House

•Informing potential students and parents about Rock Pic School in detail

•Get a sense of what kind of environment Rock Pic School has

Consumer Relations

Objective
Develop a dialogue with potential students (age range 14-18) and receive a 15% response rate at the end of the month of July, 2018.

Strategy 1: Direct Mail

Tactic 1: Recruitment Brochures

•Direct Mail response rates for house files are 5.3% in 2016

Strategy 2: Social Media

Tactic 2: Twitter

•A third (33%) of all teens use Twitter

•Eighty-five percent of small and medium business Twitter users say it’s important for businesses to provide customer service using the network

Media Kit

Story Angle

Human Interest Angle

Article Form with a good headline
Magazines, Newspapers, Newsletters
Easy to read structure
Give story examples of students following their dreams
Teacher and student interviews

Television

Morning TV : Today Show, Good Morning America
Evening TV: CNN, Fox News
- 6:00-8:00 PM and 9:00-10:00PM
- State 5 Ws
School ground tour
Classroom shots
Visuals of some curriculum RPS offers
Alumni and their parents interview

Radio

FM Radio
7:00AM-9:00AM
When both parents and students get ready or commuting to work or class
Casually Talk about the school like conversation format
Imagery stories that will bring nostalgia to audiences’ and then elaboration of school after
Q & A section for any callers
Ask callers their dreams and if they have perused

Rock Pic School is a creative school focusing on the passions and future of the students

Strategy

Show unique features of Rock Pic School that other schools (public or private) might not offer
- Broader, flexible, and creative curriculum.
- Trained professional
  
  staff dedicated, care and experienced in the field they teach

Students’ whose passion can’t be found in current school due to narrow curriculum

Failing in current school because lack of

interest
Succeed in Rock Pic School due to

interest and passionate teachers

Creating nostalgia for parents and their

passions

Integration

Imagery angle – subconscious
Who, what, when where and how
Human interest angle stated in between the description of unique factors and end as persuasion tactic observation and thoughts
- Imagery angle – subconscious observation and thoughts

Digital Media Plan

Primary Target Audience

Objective

Increase media coverage by 35% in media outlets reaching potential students (age 14-18) in populated, urban areas of the East and West coast by 2018 Fall semester.

Secondary Target Audience

Objective

Increase media coverage by 25% in media outlets reaching parents (age 35-45) of potential students in populated, urban areas of the East and West coast by the first quarter of the school year 2018-2019.

Social Media Tactic - Snapchat

Rationale

The US Snapchat user penetration rate for the ages of 12-17 are 83.4% of 2017.

Demographics/Psychographics

83% of teenagers use Snapchat at least once a month.

Driving Traffic

Create Rock Pic School Snapchat account
Create “Our Story” category for Rock Pic School
Story Pitch for Snapchat “Discoveries” blogs/articles/news outlets

Message

Relatibility
Student’s perspective
Cover subjects ranging on types of passion

Emerging Media Tactic - Twitter

Rationale

Twitter will create a platform where the organization and the consumer can directly communicate back and forth.

Demographics/Psychographics

A third (33%) of all teens use Twitter

Driving Traffic

Create a Rock Pic School Twitter account
- Create posts on current events, information on the school and promotional events
- Posts links to the school’s website

Message