Kenya Muslim Secondary School Marketing
Muslim Secondary School Marketing
TABLE OF CONTENTS
1.0 ABSTRACT 1
2.0 BACKGROUND, OBJECTIVE, AND TECHNICAL APPROACH 2
2.1 Background 2
2.2 Objective 2
2.3 Technical Approach 2
3.0 GOALS 2
4.0 STATEMENT OF WORK 3
5.0 TASK OUTLINE 3
3.1.1 Task 1 – Mainstream media 3
3.1.2 Task 2 – Online 3
3.1.3 Task 3 – Short Code TV Advert 3
3.1.4 Task 4 – School Expo & Family Day 3
3.1.5 Task 5 – Banner, Posters & Fliers 3
3.1.6 Task 6 – Roadshow 3
3.1.7 Task 6 – Tent Campaign 3
3.1.8 Task 6 – Roadshow 3
3.2 Resource, Time, and Cost of Task Activities 3
3.3 Schedule 3
6. 0 KEY PERSONNEL 4
4.1 Name and Contacts 4
7.0 WORKPLAN 6
8.0 FACILITIES 6
APPENDIX A. NON-DISCLOSURE AGREEMENT 11
APPENDIX B. CONTRACTOR CURRICULUM VITAE OR RRÉSUMÉ 12
1.0. Abstract
Like any other business setup, to grow an model educational institution requires strategic thinking with marketing consultancies and support. We seek partner with your school to offer the clients cheaper, effective, viable, very responsive and practically proven marketing, promotional and awareness marketing services at cheaper and discounted rates exclusively offered to us by our partners and subcontractors and that would otherwise be very expensive when when approached individually.
2.0. Background, Objective And Technical Approach
2.1. Background
ElimuHub Consultant was established in October, 2014 offering educational service and levent management. Our services include but not limited to: event planning and hosting provision of marketing support, pranagement, graphic design processes, market research, PR, marketing and advertising institutions, joint schools' contests, educational trips, Career/Academic Days and Graduation Days.
2.2. Rationale
Due to the heavily burdened office workloads, some school managements tend to forget or ignore the most important business element, marketing. The firm is seek to partner with you and ease your burdened office and make your school a model Muslim business school using practically used and proven tactics.
2.3. Technical Approach
ElimuHub's long period interaction with personnel in education, journalism, marketing, media, licensing agencies and consultancy fields has made us develop strong important working links and networks.
As my attached CV will demonstrate, I possess more than 10 years accumulated experience as a classroom, school administrator and founder/CEO of ElimuHub Consultant. I fully understand the requirements to grow a model private school, as a principal who steered newly started schools to the best school in the sub county, efforts that earned me good recommendation letters from the school's director and Sub-County Director of Education.
3.0. Goals
- To enhance school profile, PR and awareness with target of reaching more than 10,000 people whilst reaching out to the future parents.
- To capture at least 500 parents seeking 2019 Form 1 admissions and/or transfers in Muslim schools for their children while admitting students on site and sending them direct to school.
- Provide exclusive opportunity for the school to sponsor TV programs in exchange for a complimentary news feature of the school and TV interview of the management aired on largely viewed Islamic-faith based Horizon, Alhuda and Mahdi TV stations.
- Enjoy our free and continued online marketing support and promotion through active blogging, creating school events and linking them to online searches, our education based social media platforms, recommendetions and referrals.
4.0. Statement Of Work
The tasks below have wisely designed to suit the Muslim school client requirement at discounted rates offered exclusively to us by our associates, partners and contractors. Value for your money is guaranteed.
The tables outline the tasks to be performed, who will perform them, how they will be managed, approximate time, most suitable period for the exercise, cost and other information appropriate to each campaign.
They also include details of each task campaigns, subtasks, contract and our subcontract deliverables, recommended time, best period of performanc
The Material Element is direct funds for acquisition or rental funds of facilities, material, equipment, supplies or performing the subtask.
The Cost Element include labour, travel, communication, acquisition, and Supplies, and other direct cost.
The Labor Element shows direct labour for the task. Tthe proposed rates are provisional open to negotiations, they are not fixed.
NB: The size of the task and budget is not constant. They are subject to adjustment depending on the client's budget and available resources. The Licensing rates in table is according to current Nairobi County 2017/18 (discounted). The rates vary per county.
5.0. Task Outline
5.1. Task 1: Muslim Mainstream Media
The task comprises running audio and visual adverts on TV and FM stations with highest percentage Muslim community viewership, listeners and readers in Nairobi and its environs during prime time when most people are tuned in.. The recommended period is November immediately after announcement of the KCPE results when parents will be mind thinking about schools to admit their children and in January to capture those that missed vacancies, the undecided, those seeking transfers or had school fees problems. This task was very responsive with Karen Boys, a new and upcoming Muslim school.
TASKS | QUANTITY/FREQUENCE | TOTAL COST | |
Television | Horizon TV | 2 hours (2times/day for 1month | 15,000 |
Mahdi TV | 2 hours (2times/day for 1 month | 10,000 | |
Alhuda TV | 2 hours (2times/day for 1 month | 10,000 | |
FM radio stations | Iqra FM | 2 hours (2times/day for 1 month | 8,500 |
Star FM (Somali) | 2 hours (2times/day for 1 month | 5,500 | |
Frontier FM (Somali) | 2 hours (2times/day for 1 month | 5,500 | |
Print Media | Friday Bulletin | 1 times/wk for 1 month | 25,000 |
Labour | Production Cost (Scripting and content generation) | Written &Audio Ad design | 5000 |
Visual clip shooting & editing | 18,000 | ||
Sound Production | |||
Task | 18,000 | ||
Cost | |||
Materials | Miscellaneous | School pictures, literature | *5000 |
TOTAL COST | 115,500 |
5.2. Task 2 – Online
The objective is to build publicity and awareness about the school and its products with the target of reaching 10,000 Muslim population so that by the end of the exercise, anyone search engine looking for Muslim Secondary School in Kenya should access the school. The tasks involves creating content, shooting videos and pictures and building school website, social media accounts through promotions on our largely followed and responsive ElimuHub pages, paid Facebook ads, maintaining updates and sharing pages widely for 2 consecutive months. The task been used in several schools including Alhuda Boys and Hamda Girls.
The main advantage is this approach is that it’s a life time marketing. Immediate commencement of this project is recommended for the more online visibility by the time of KCPE announcement and 2019 Form 1 intake.
TASKS | Period | Cost | |
Tasks | Website host | 2 years | 5,000 |
Paid Facebook ad | 2 months | 4,500 | |
Advertising on educational sites; Shulezetu.com & somanet.com | Once/Lifetime | 6000 | |
Education directory | Once/lifetime | 4000 | |
Creation of social media accounts; Faceook, Twitter, Google, Instagram | Once for lifetime | Apply to labour | |
Labour | Website creation | 3000 | |
Social media accounts | 6000 | ||
Educational websites and directory | 4000 | ||
3 months active blogging & maintainance | 3 months | 9000 | |
Materials, Hardware: availability of the site, students, staff for videography. | |||
Miscellaneous Materials: School pictures, profile, literature | |||
TOTAL | 31,500 |
5.3. Task 3 – Short Message Code Advertisement
ElimuHub has partnered with ElimuTv and Horizon TV to develop SHORT CODE MESSAGING PLATFORM where upon sending the given sms code that scrolls on the TV screen, the sender will get response of the desired school based on desired location, fees range, boarding or day, boys/girls etc.
The objective of the project is to link Muslim parents to Muslim schools and the schools to the prospective students.
We are adding Muslim schools to the platform, This is opportune time to register to benefit fully when its rolled again in December during intake.
TASKS | Period | Cost | |
Required | Registration | 10000 | |
Labour | Commission per student admitted via the platform | *3000 | |
Miscellaneous materials, Hadware: | School details: profile and literature, fees structure | ||
TOTAL | 10000 |
5.4. Task 4 – Schools' Expo & Family Day
In this plan, we target to plan, mobilize and host at least 100 parents with their class 8 pupils to attend exposure held at your school. Using our network, reach out to parents through Muslim primary schools and mosques by school-to-school visits and posters. Family Fun Day is incoperated to capitalize on kids interest for fun to maximise attendance
When properly utilized, this task will ultimately yield fruits its as will offer the school exclusive opportunity to built publicity, meet face to face with future parents and students as you showcase the school to prospective parents and students. The occasion can be used to admit and issue admission letters to parents. The event should be held from 3rd December to 27th December but early approval is required before by 20th October before schools close for awareness. Case study is Nairobi Muslim Academy and Al-Maktoum Academy among others.
Required Materials | TASK | ITEM | QTY | Cost |
Expo | Tent | 1 | 40000 | |
Banner: 3m*1m | 1 | 4500 | ||
Fliers: Small 1sided | 500 | 2500 | ||
A3 Posters | 50 | 5000 | ||
Facebook Paid advert | 2 wk | 2500 | ||
Fun Day | Bouncing castle | 1 | 18000 | |
Swings | 1 | 10000 | ||
Slides | 1 | 10000 | ||
Labour | Design & planing | Ad creation, poster advertising, online publicity & invitations | 5000 | |
Task/Hosting | Site design and setup Transport, | 20000 | ||
Materials & Hardware | Snacks and drinks; Furniture, Teachers, admission letters, | 20000 | ||
Miscellaneous Materials | Decorations, Wiring, PA system, DJ | |||
TOTAL | 137500 |
5.5. Task 5: Banners, Posters & Flyers
Posters: Attractive and uniquely designed posters to be mounted at the major mosque notice boards and entrances.
Fliers: To be issued at mosques after swalatul Jum’aa. The fliers are also placed at strategic Muslim dominated joints, restaurants and shopping malls.
Banners: school banners are held side by side by two people at mosque gate during Jum’aa and move with them around the streets in Eastleaigh, South C and other Muslim dominant estates.
TASK | ITEM | Qty | Cost |
Required Materials | Banner: 3m*1m | 1 | 4500 |
A3 Posters | 100 | 10000 | |
Fliers: 1sided | 1000 | 5000 | |
Noticeboard charges | 5 sites/14 days | 3500 | |
Glue & stickers | 500ml | 400 | |
Labour | Ad creation, poster advertising, online publicity & invitation | 5,000 | |
Task | 5 different sites | 25,000 | |
Materials, Hardware | |||
Miscellaneous Material | *3000 | ||
TOTAL | 53400 |
5.6. Task 6: Roadshows
A school labelled and stickered van or track is used to market and create awareness of the school the streets of Muslim dominated estates and towns through loudspeakers mounted on the vehicle.
In addition, a school tent is pitched at the strategic target areas from where further awareness is done using the leaflets, banner and the stickered vehicle. The suggested areas include; Eastleaigh, South C and South B, Komaracks, Parkroad, Fedha estates etc. It can cover up to coast and North Eastern counties.
Alternatively, the task can be done jointly with other Muslim school(s) to share cost. We previously contracted by St. Catherine and Mustered Seed High Schools from Nairobi. The suitable period for the exercise is from 20th November to 30th December.
TASK | ITEM | Quantity/ Period | Unit Cost | Total Cost |
Required Materials | Van Renting | 5 days | 4000 | 20000 |
Stickers + Service | 40,000 | |||
Banner | 1 | 3500 | 4500 | |
Generator hire | 5 days | 2000 | 10000 | |
PA system hire | 5 days | 3000 | 15000 | |
DJ | 5 days | 1500 | 7500 | |
Fuel (Generator & Van) | 5 days | 3500 | 17500 | |
Tent | 1 | 40,000 | ||
Flyers | 1500 | 7500 | ||
Fuel | 5 days | 2500 | 12500 | |
Licensing (Nairobi 2017/18 Rates) | Banner | 5 days | 9000 | |
Stickered van | 5 days | 13550 | ||
PA system & Music | 5 days | 16000 | ||
Flyers | 5 days | 8500 | ||
Labour | Ad, poster, banner creation | 6000 | ||
Task | 50000 | |||
Miscellaneous | Materials (tent, banner, posters, PA system, wages, generator) | |||
Amount | *50000 | |||
TOTAL |
| 277050 |
5.7. Task 7: School Tent Campaign
An attractively designed and school labeled tent is pitched at suitable areas within Muslim dominated areas from where marketing the institution through PA system, posters, fliers and even paper caps.
TASK | ITEM | QUANTITY/ PERIOD | UNIT COST | TOTAL COST |
Required Materials | Tent | 5 days | 4500 | 4500 |
Banner | 5 days | 40000 | 40000 | |
Flyers | 5 days | 2500 | 7500 | |
Licensing (Nairobi County 2017/18 Rates) | Tent | 5 days | 4100 | |
Banner | 5 days | 8550 | ||
Flyers | 5 days | 7900 | ||
Labour | Ad, poster, banner creation | 3000 | ||
Task | 15000 | |||
Miscellaneous | Materials (tent, banner, posters, fliers, wages) | |||
Amount | 5000 | |||
TOTAL |
|
|
5.8. Task 8: Eastleigh Malls Advertisement
Awareness and publicity of the institution to reach the more than 10,000 shoppers and residents of majority Muslim Eastleigh estate through advertisement by speakers mounted over the shopping malls in Kiswahili and Somali languages. In addition, fliers are supplied and placed at the counters of the shopping mall for shoppers to pick as they leave. The fliers are also be placed at strategic Muslim dominated joints, restaurants and shopping malls.
TASK | ITEM | Period/quantity | Cost |
Required Materials | Registration | Once | 6000 |
Service fee | 10 days | 10000 | |
Labour | Advertisement | 10 days | 1000 |
Task | 6000 | ||
Miscellaneous materials & amount | School details: profile and literature, | ||
TOTAL | 27000 |
6.0. Workplan
It’s recommendable to confirm 20 days to due date for effective planing, bookings and timely communication with subcontractors.
Work Breakdown Structure (WBS) | TASKS | Period |
Submission of the proposal | ||
Signing Non-Disclosed Agreement | ||
Setting dates for negotiation | ||
Government licensing (3 days) | ||
Assembling all the materials and logistic | ||
Program Schedule | ||
Running the exercise | ||
Completion and submission of report and milestone charts |
7.0. Key Personnel
Key Service | Key Personnel/Contractor/Subcontractor | ADDRESS/CONTACT |
Main Contractor | Mr. Hassan Kibiti [ElimuHub Consultant] | PO BOX 10765-00100 NAIROBI |
Event Planning & Design | Mrs. Jane Muthiga [Digital Media Ltd] | PO BOX 20769-00200 NAIROB |
Computing | Mr. Elyas Kiragu [Marion Cyber Cafe] | PO BOX 10765-00100 NAIROB |
Roadshow Design & Promotion | Tony Mwangi [Lance Promoters] | PO BOX 10765-00100 NAIROB |
Fun Day Design | Faith Norah [Brandit Entertainment Ltd] | PO BOX 10765-00100 NAIROB |
Media Outreach | Mr. Hassan Kibiti [ElimuHub Consultant] | |
Consultancy | Mr. Hassan Kibiti [ElimuHub Consultant] | PO BOX 10765-00100 NAIROB |
Sales executives | Mr. Hassan Kibiti [ElimuHub Consultant] | PO BOX 559765-00100 NAIROBI |
Event planners | Miss Faith Norah [Brandit Entertainment Ltd] | PO BOX 10080-00100 NBI |
Transport | Mr. Hamza Mohammed [Private] | |
Travel | Mr. Hassan Kibiti [ElimuHub Consultant] | PO BOX 10765-00100 NAIROB |
Photography & Videography | Mrs. Jane Muthiga [Digital Media Studios Ltd] | PO BOX 10765-00100 NAIROB |
Mc & DJ | Mr. Tony Mwangi [Lance Promoters] | PO BOX 10765-00100 NAIROB |
The table outline the tasks to be performed, who will perform them, how they will be managed, approximate time, most suitable period for the exercise, cost and other information appropriate to each campaign.
8.0. Facilities
The table contains description of the tasks to be performed, who will perform them, how they will be manage and special facilities available for performing the proposed work.
FACILITIES | Availability | Address/Contact | |
Roadshow | Van/track | Po box 10765-00100 Nairobi | |
PA system | |||
Generator | Lance Promoters | ||
Lance Promoters | |||
Expo & Fun Day | Bouncing castle | Brandit Events & Entertainment Ltd | Brandit Events & Entertainment Ltd |
Slides | |||
Swings | Available l | ||
Available | |||
Key Services | Consulting services | Available | ElimuHub education Consultant |
Graphics & Design | Available | Digital Media Ltd | |
Transport (pick-up) | Rental | Private | |
Wiring & Decoration | Available | Digital Media Ltd | |
Event design & planning | Available | ElimuHub education Consultant | |
Materials & Hardware | Computers | Available | ElimuHub education Consultant |
Transport | Rental | ||
Car | Available | ElimuHub education Consultant | |
Camera | Available | ||
WiFi | Available | ElimuHub education Consultant | |
Staff | DJ & MC | Available | |
Dancers | Available | ElimuHub education Consultant | |
Consultancy | Available | ||
Sales & Marketing executives | Available | ElimuHub education Consultant |
APPENDIX B: CONTRACTOR'S CURRICULUM VITAE OR RÉSUMÉS
As my attached CV will demonstrate, I possess more than 10 years accumulated experience as a classroom, school administrator and founder/CEO of ElimuHub Consultant. I fully understand the requirements to grow a model private school, as a principal who steered newly started schools to the best school in the sub county, efforts that earned me good recommendation letters from the school's director and Sub-County Director of Education.
Although successful in my career as a school principal, I decided to combine my vast school leadership experience with marketing skills and passion to inspiring schools to greater heights through promotion, marketing and branding of educational institutions. I relish the range of challenges that are part of this job and enjoy working with education sector players to make a positive impact to schools.
I possess the qualifications required to support a school rebrand, promote its PR, philosophy, goals and widen awareness. Besides, ElimuHub's long period interaction with personnel in education, journalism, marketing, media, licensing agencies and consultancy fields has made us develop strong important working links and networks.
(Find full document is attached hereto)
APPENDIX B: NON-DISCLOSURE AGREEMENT
This proposal includes data that shall not be disclosed outside ElimuHub or the Muslimat School and shall not be duplicated, used, or disclosed—in whole or in part—for any purpose other than to evaluate this proposal. If, however, a contract is awarded to this offer or as a result of—or in connection with—the submission of this data, ElimuHub and the Muslimat shall have the right to duplicate, use, or disclose the data to the extent provided in the resulting contract. This restriction does not limit ElimuHub Education Consultant or the muslimat's right to use information contained in this data if it is obtained from another source without restriction. The data subject to this restriction are contained in Appendix A: Non-Disclosure Agreement (Find full document is attached hereto)
TITLE OF PROPOSAL: Muslim Secondary School Marketing Project
SUBMITTED BY: Hassan Natembea Kibiti
ElimuHub Education Consultant
P.O . BOX 10765, Muhoho Avenue, Nairobi Nairobi, 00100.
BUSINESS CONTACT: Telephone No. 0731838387 / 0721922836 E-mail Address: kibitih@elimuhubeducationconsultant.com
SUBPMITTED TO: ______________ Secondary School, Kitengela P.o. Box , Nairobi Nairobi.
SUBMITTED ON: September 27, 2018
FOR CLIENT
AUTHORIZING OFFICIAL: _____________________________________________
SIGNED: _____________________________________________
Technical Point of Contact
Name: ___________________________________________
Telephone No. ___________________________________________
Email address: ___________________________________________
On behalf of the subcontractors, I thank you in advance for considering our request to contribute to growth of your school and education of our society at large. We will follow up with a telephone call to determine whether you wish to engage our services. Once confirmed, a packet containing further CONFIRMED details about the event and appropriate recommended time for the exercise will be send to you.
Our contact person details:
Hassan Kibiti +254 (0)731838387
Projects Coordinator, ElimuHub Education Consultant
Email: admin@elimuhubconsultant.co.ke
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