Objective:
Creating a comprehensive communication strategy and promoting the new IndiKid private school in St. Petersburg.
About project:
About the client:
IndiKid is a private progressive school founded in 2022 by a group of parents.
The school combines a strong academic foundation with a modern education system, psychological support, and a project-based approach.
The 4D agency was tasked with building a school promotion strategy from scratch, combining PR, digital, partnership, and event communications. The main goal was to showcase IndiKid's values, atmosphere, and unique approach.
Project stages and tools:
1. PR and media relations
A media plan was developed, combining the school's newsworthy events and general educational trends.
Press releases, expert comments, and analytical articles are regularly prepared on topics such as private education, reading culture, emotional intelligence, and project-based learning.
Cooperation with relevant media outlets and bloggers has been organized.
Daily monitoring of journalist requests, working with comments on behalf of the school.
Regular participation in ratings and awards.
2. Content and social media
A content planning system and brand tone of voice have been created.
Regular maintenance of major social media accounts.
Collaborations with relevant partners.
Created a content planning system and brand tone of voice.
Regularly maintained key social media accounts.
Collaborated with relevant partners.
3. Offline communications and local partnerships
Promotion in locations on Krestovsky Island—through collaborations with children's centers, sports schools, clinics, residential complexes, and beauty salons.
An image brochure was developed in collaboration with the Institute of Pedagogy of St. Petersburg State University and the “Just Learn” project.
Offline points of presence were organized in partner locations (waiting areas, reception desks).
Leaflets and brochures were regularly updated in locations near the school.
4. Event marketing
Events for parents and children were developed and held:
the “Island of Inspiration” festival — an open house in the format of a city festival;
the “Career Navigator” career guidance open house;
a series of Parent Club meetings with experts (actress Polina Sidikhina, etc.).
The school's participation in the Private Education Festival “Just Learn” was organized (Sevkabel Port — own stand, interactive activities, lead generation, partnership with organizers).
5. Online platforms and aggregators
Regular updates to the school's profile on educational aggregators, 2gis, Yandex Maps, etc.
Regular updates to visual materials, photos, and videos.
Project results
Over the course of 2.5 years of cooperation with Agency 4D, IndiKid School has become a notable player in the field of private education in St. Petersburg.
• Total number of subscribers on three social networks: over 12,000 people.
• More than 70 media publications mentioning the school.
• More than 10 events held on school grounds, regular participation in external events.
• A partner base of more than 200 contacts has been formed.
Translated with DeepL.com (free version)
