Introduction:
New Era Public School (Dwarka) is an esteemed educational institution known for its academic excellence and holistic approach to education. In an effort to enhance their online presence and engage with a wider audience, the school decided to implement a social media marketing campaign. However, due to a lack of collaboration and mismanagement on the school’s part, the project resulted in failure within just 15 days. This case study examines the challenges faced during the campaign and provides insights into the lessons learned.
Background:
New Era Public School recognized the importance of social media marketing in today’s digital age and sought to establish a strong online presence. The school staff, particularly the coordinator (Aditi), expressed their desire to guide the marketing team in creating and posting content on social media platforms. They were hesitant to follow the marketing planner prepared by the experts hired for the campaign.
Project Execution:
Despite the initial concerns raised by the marketing team regarding the importance of following a well-structured marketing plan, the school coordinator insisted on taking the lead in content creation and posting. The marketing team agreed to collaborate and support the coordinator’s vision, although they emphasized the need for consistent strategy and adherence to best practices.
Challenges Faced:
a) Lack of Expertise: The school coordinator, while well-intentioned, lacked the necessary expertise in social media marketing. This resulted in content that did not effectively resonate with the target audience and failed to generate engagement.
b) Inconsistent Posting Schedule: The school coordinator was unable to maintain a consistent posting schedule, leading to irregular and sporadic content updates. This lack of consistency diminished the potential reach and impact of the social media campaign.
c) Ignoring Data and Analytics: The marketing team had access to data and analytics that could provide valuable insights into audience preferences and engagement patterns. Unfortunately, the school coordinator did not prioritize utilizing this information, resulting in a missed opportunity to optimize content and enhance performance.
d) Financial Disputes: The school failed to honor its commitment to pay the agreed-upon amount for the social media marketing services rendered. This strained the relationship between the marketing team and the school, affecting overall project management and motivation.
- Results and Lessons Learned: Due to the mismanagement and lack of collaboration, the social media marketing campaign for New Era Public School failed to achieve its objectives within just 15 days. The results were as follows:
a) Low Engagement: The content shared by the school coordinator did not resonate with the target audience, resulting in minimal engagement, such as likes, comments, and shares.
b) Reduced Reach: Inconsistent posting and the absence of a coherent strategy limited the reach of the campaign. The school’s social media profiles failed to attract new followers and increase brand visibility.
c) Damage to Reputation: The haphazard approach to social media marketing reflected poorly on the school’s reputation. Inconsistency and irrelevant content eroded the perception of professionalism and credibility.
Lessons learned from this failed project include the following:
a) Importance of Collaboration: It is crucial to establish a strong collaboration between the marketing team and the school staff to leverage the respective expertise for an effective social media campaign.
b) Need for Expertise: While input from the school staff is valuable, it is essential to involve social media marketing experts to ensure content relevance, engagement, and alignment with industry best practices.
c) Consistency and Strategy: Maintaining a consistent posting schedule and adhering to a well-structured marketing plan are critical to achieving the desired outcomes. This includes utilizing data and analytics to optimize content performance.
d) Clear Communication and Financial Commitment: Clear communication regarding expectations, deliverables, and payment terms is crucial for the successful execution of any project. A solid financial commitment ensures the motivation and dedication of the marketing team.
Conclusion: The failed social media marketing project at New Era Public School (Dwarka) highlights the importance of effective collaboration, expertise, and consistency in executing such campaigns. By incorporating the lessons learned from this case study, the school can rectify its mismanagement and build a successful social media presence to engage with its target audience effectively.
Team worked on this Project
