a social media proposal

for

ZANESVILLE CITY SCHOOLS

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intro

I am thrilled (for reasons I detail below) to be submitting this proposal for your review. This document outlines the basics of a comprehensive social media strategy aimed at building both The Zanesville City Schools’ brand as well as supporting the already strong morale and culture within the Schools. While we have already had some preliminary conversations, there are many details yet to be determined, and as such, what follows serves to further the discussion by providing some strategic guidance as well as several options for the structure of the social media campaign.

A quick review of the Schools’ many Facebook pages and Twitter accounts shows just how successful the students, faculty, and administration are. However, there is much more that can be done to increase our social presence, build our brand, and impact our community in positive ways.

While several districts have attempted to create impactful social content, it will be those which build a strong brand and community through sustained narrative storytelling that will be able to retain and attract new students.

Positioning The Zanesville City Schools at the top is what this proposal is about.

 

PROJECT OUTLINE

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goals

  • Increase social media visibility

  • Increase the level of attention and engagement that visibility garners

  • Improve life for the people in our communities, particularly our students and their families

  • Build The Zanesville City Schools’ brand as a caring, nurturing, and successful school system with substantial opportunities for all students

  • Reduce and eventually reverse the negative open enrollment ratio

action steps

  • Organize and coordinate all pertinent social media accounts and create new accounts on existing or additional platforms as necessary

  • Create quality content to populate those accounts that is relevant to the platform and valuable to the end user

    • The foundational principle in creating content is that we must provide consistent value to our community. This content is not to be seen as advertising, but rather informative and/or entertaining. Providing such value over time creates brand awareness, builds engagement, and develops a sense of obligation in our community that primes it for us to ask for its support and/or enrollment. Giving a platform to the Schools’ students, faculty, and administration to highlight successes also improves the culture of the Schools.

  • Revamp the way in which the Schools’ many content creators develop their content to focus on narrative storytelling

  • Improve the production quality of videos and photographs used

 
 

ABOUT A PARTNERSHIP

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The strategies and techniques mentioned in this proposal were not developed out of nowhere. They have been developed while operating Osborn Photography for more than a decade and rapidly grew the business into the most recognized and successful studio in the area. OSBORNMEDIA was born out of the success of Osborn Photography and a desire to help other organizations and professionals find the same success and meaning in their own endeavors.

Social media presents a unique opportunity to build brands in a new way, and at the heart of OSBORNMEDIA is a commitment to doing so by providing content that makes life better for people. I am committed to working with organizations, businesses, and individuals who are likewise committed to improving the lives of those around us.

My current project with North Valley Bank, called NVTV, has just finished its first year. To date, the project has increased the number of views by more than 26,000% and watch time by more than 45,000%. The majority of the content created follows the strategy outlined herein and is therefore aimed at adding value rather than asking for business. However, we have taken the opportunity to produce several more typical advertisements. The most recent generated in excess of $500,000 in new deposits, which ought to generate more than $100,000 in revenue each year - an ROI of nearly 7000% in the first year alone.

Given that each student represents $6000 in the Schools’ budget, it is not unreasonable to expect similar returns from the currently proposed project.

I am excited about the prospect of partnering with The Zanesville City Schools because, even after our brief discussions, it is clear that you all share a genuine passion and capacity to help your students and improve the quality of their education and experience. I truly believe that by working together we can continue to improve the already strong culture and set up the Schools’ continued success in the future.

I look forward to discussing these ideas with you further.

Thank you for your time and consideration.

-Sam

 
 

THE PROPOSAL

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In the world of social media, the cost of entry is content creation. Given the nature of how people consume content on social platforms, the more content we can create, the quicker the desired response will be brought about.

There is tremendous intangible value in this project inasmuch as it promises to improve the perception of the school held by both the community and those within the walls of the Schools. However, being able to stem the tide of open enrollment represents measurable, hard dollar benefits. This being the case, the proposals below include a break-even point that represents the number of students that would constitute the point at which the project has a positive net effect on the Schools’ bottom line.

I have prepared four different proposed packages - all with substantial in-kind donations - that seek to provide as much content as possible at the given price points.

PACKAGE A

  • 48 weekly VLOG style videos highlighting the life and culture within The Zanesville City Schools

  • 100 hours of consulting to be used in developing strategy and content ideas, helping the staff and students create additional content, or any other agreed upon purpose

Standard Rate: $120,000

In-kind Donation : $66,000

Total Investment: $54,000

Break-even: 9 Students

PACKAGE B

  • 24 bi-weekly VLOG style videos highlighting the life and culture within The Zanesville City Schools

  • 80 hours of consulting to be used in developing strategy and content ideas, helping the staff and students create additional content, or any other agreed upon purpose

Standard Rate: $70,000

In-kind Donation : $31,500

Total Investment: $38,500

Break-even: 7 Students

PACKAGE C

  • 12 monthly VLOG style videos highlighting the life and culture within The Zanesville City Schools

  • 40 hours of consulting to be used in developing strategy and content ideas, helping the staff and students create additional content, or any other agreed upon purpose

Standard Rate: $45,000

In-kind Donation : $20,000

Total Investment: $25,000

Break-even: 5 Students

PACKAGE D

  • 6 VLOG style videos highlighting the life and culture within The Zanesville City Schools

  • 25 hours of consulting to be used in developing strategy and content ideas, helping the staff and students create additional content, or any other agreed upon purpose

Standard Rate: $25,000

In-kind Donation : $10,000

Total Investment: $15,000

Break-even: 3 Students