Word of mouth has always been AIM Academy’s best marketing tool. Knowing it is also how many of our current families likely heard about our school, we enlisted them in a AIM Family Marketing Campaign to boost our social media presence, highlight Virtual Open Houses and promote new online tutoring and Summer Enrichment opportunities added due to school closures.

We launched the campaign in our weekly newsletter and designated a Social Media Blitz Day asking our community to share a social media post (see attached) and encourage friends to Discover AIM. We encouraged them to share in their posts why AIM is important to their family as well.

We also asked families to consider writing positive reviews on Facebook, Niche, Google and other school search sites and invited them to join our Remote Learning Photography Team capturing dynamic photos of students working from home during Remote Learning lessons or engaged in remote activities.

This was our opening message to families:

“Word of mouth has always been AIM’s number one marketing tool. When new families are asked how they heard about AIM, “from a friend” is at the top of the list. It’s likely how many of you first heard about our school too.

As we quarantine at home, the opportunities for organic word of mouth events have been drastically reduced. No more meeting for coffee to talk about a child’s reading struggles, no bumping into an old friend at the grocery store and having a conversation about schools.

This is why we need your help.”

The social media blitz was a great success with multiple story shares and retweets on Instagram and Twitter, large increases in followers and page views on Facebook, and increased registration for our Virtual Open House.