Explore when, how and why to start a Pinterest campaign for independent schools. Meghan Kreger Poller, Associate Director of Communications for Electronic Media at the Hun School of Princeton (New Jersey), @sjpoller. Part Two of the edSocialMedia Pre-Conference Forum.

1. THE SOCIAL MEDIA PLAYBOOK
PINTEREST
} Meghan Kreger Poller, The Hun School of Princeton
meghanpoller@hunschool.org

3. THE HUN SCHOOL OF PRINCETON
• Day and Boarding School
• 6 -8 grade 100 students
• 9 – PG 500 students
• International Student Program
• Academic Learning Skills Program
• Challenges:
• New Leadership
• New Office
• Below Capacity Annual Giving
• Community Reputation/Admissions Image

4. BRAND IDENTITY
Process of Discovery
Task Force & Messaging
Strategic Plan
Early Workshop
Spring 2009
Research 2009 - 2010
Key Marketing/ Creative
Messages Office Launch Development
Spring 2010 Fall 2010 Spring/Fall
Special and
Signature
Program
Messaging
Current

5. CONTENT MARKETING PLANNING
• ink about the outcomes you are hoping to achieve
and how the content you create will help you get
there
• Who are you trying to reach and what other groups
will you reach in the process?
• How will you deliver your content?
• How can you recycle and relaunch content?
• What are your media strengths?
• If all else fails, what will rally your base?

6. WHAT IS PINTEREST?
• Pinterest is a virtual pinboard.
• Mission - to connect everyone in the world
through the 'things' they find.
• Organize, plan, share, and browse
• Fastest growing social media site
• 3rd largest social network – Facebook, Twitter,
Pinterest, Tumblr, LinkedIn
• 25 million unique users a month

7. WHO IS USING
PINTERST?
• 28.1% - Annual Household
Income Over $100,000
• 50% - Users with Children
• 68.2% - Female (some
sources list it as high as
80%)
• Ages 24 – 54
• Boommers,
Boommerangs, Gen
Xers, and Millennials
• Online Shoppers - the
average order value is
$179.36 on Pinterest versus
$80.22 on Facebook.
http://www.modea.com/blog/pinterest-infographic

8. DEMOGRAPHICS
e Pinterest Demographics are Aligned with our Demography
 Ages 35-45 (Generation X)
 College-educated
 Household income $250,000+ and have children ages 9-14
 Personal relationships are important
 Value highly their online communities
 Care less about leadership opinions and more about action
 ey crave transparency, honesty, and real issues
 Impassioned about the products and places they believe in
 Peer opinions carry more weight than leadership or media

9. CONTENT MARKETING STRATEGY
• e use of Pinterest is in line with our content marketing strategy
• e use of dynamic content and stories as the primary means to
market your school.
• Connect
• Engage
• Share
 Personal relationships are important
 Value highly their online communities
 Care less about leadership opinions and more about action

10. WHY PIN? THE USER.

11. WHY PIN? PLAN AND ORGANIZE
!

12. WHY PIN? CONNECT AND BROWSE

13. YOUR SCHOOL PINNED

14. GETTING STARTED:
PINTEREST BUSINESS ACCOUNT
• Use Twitter or Email
• Business Pages -
launched in November
• Verify School
Website
• Promote Pinterest
Presence
• Measure Results
• Pin It Bookmark
• Get Started

15. CREATING BOARDS - OUTCOMES
What stories are you telling? Are they interesting? Do they reflect
your outcomes?

16. CREATING BOARDS - OUTCOMES
Do they reflect your outcomes?

17. CREATING BOARDS - MESSAGING
Do they reflect your messaging?

18. CREATING BOARDS - PROGRAMS
Do they reflect your programs?

19. CREATING BOARDS - PROGRAMS
Do they reflect your programs?

20. CREATING BOARDS - TRADITIONS
Do they reflect your traditions?

21. CREATING BOARDS - TRADITIONS
Do they reflect your traditions?

22. CREATING BOARDS - MARKET
Do they reflect your audience and market?

23. CREATING BOARDS - MARKET
Do they reflect your audience and market?

24. CREATING BOARDS - MESSAGING
Do they reflect your audience and market?

25. CREATING BOARDS - MARKET
Do they reflect your audience and market?

26. CREATING BOARDS – MAKING THE CASE
Do they help make the case for giving?

27. SHARE CONTENT ACROSS PLATFORMS
• Use those Twitter #’s!
• Board Widgets
• RSS Readers
• Facebook

28. FOOD FOR THOUGHT – WEBSITE CONTENT
• Create Visual Content
• Use Infographics
• Overlay Text with Photos

29. ANALYZE
• Pins from your website – pinterest.com/source/
yourdomain

30. ANALYZE
• Pinterest Presence – www.pinreach.com

31. “No other industry I know is so under-invested in marketing as
Independent Schools. If we were to start over with a new
product, we would invest 10% of our budget in marketing
and sales. Very few schools invest even 5% …”
- Pat Bassett, President NAIS