Dhahran Ahliyya School
Educating Educators on how to Harness Social Media to Create a Strong Narrative & Build Connections with Students, Family, & Alumni
Project Type
Digital Marketing
Challenge
Dhahran Ahliyya Schools (DAS) is a private dual-language school in Saudi Arabia’s eastern province that offers an avant-garde International Baccalaureate curriculum. DAS also boasts its own publishing house for educational materials that translates dozens of books from English into Arabia.
DAS wanted to reimagine their communication strategy to create content that would: reflect the school and its capabilities; engage with a strong network of high-achieving alumni; and showcase the publishing house.
Prior to our intervention, DAS was posting the same content across all three of its social media channels- Instagram, Twitter and LinkedIn - meaning content was not relevant to each target audience, whether it was parents, students, alumni or partners.
Intervention
We developed a bespoke communication strategy for DAS that segmented social media channels and created themes for each one, thereby addressing each target audience with relevant and engaging messaging.
Twitter would become the home of the more serious content, such as school achievements or government announcements, while Instagram would be a place for the school to share photos and videos of sporting events, graduations and other more casual content. We recommended that all official announcements be kept as a newsletter with mailing lists targeting the appropriate audience or school grade.
We delivered a workshop of training sessions to DAS’ existing in-house communications team, introducing them to the new communication strategy. We also demonstrated how to develop a tone of voice for DAS’ communications and gave staff tips on photography skills, content psychology and creating content calendars.
Results
As a result of our intervention, DAS’ digital communication is now engaging, consistent and relevant to each target audience. Therefore, everyone can easily access the information they need, whether they are a student looking to see what their classmates are up to, an alumnus checking in with their alma mater or a potential partner looking to support the school. DAS’ LinkedIn page was developed to become a highly professional tool for the school to attract the best educators from around the world.
The DAS staff members who took part in our workshop described the experience as insightful and interesting, even requesting certificates of completion as a mark of the quality of training they received.
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