Percorrer por autor "Tabakova, Olga"
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- Social media marketing strategy for an online italian language schoolPublication . Tabakova, Olga; Roberts, Jessica StewartSocial media marketing (SMM) is becoming increasingly relevant for all kinds of businesses; in particular it can be fruitful for small and medium enterprises due to its relative cost-effectiveness and opportunities for organic reach. Besides, brand presence and consistency on social media (SM) can raise brand awareness and increase brand trust. The topic of this project is a nascent brand, Allora School, which is an online Italian language school. This project was developed with the aim of creating a SMM strategy for Allora School as it enters the market. There are plenty of different social media platforms (SMPs), however, due to Generation Z being the target audience (TA) of the brand in question, the author chose Instagram and TikTok. The strategy was developed based on a review of the literature regarding branding, SM, peculiarities of marketing to TA and their learning preferences. In this project, the hierarchy of effects model was adapted to modern day SM and used as a key indicator for SMM design. The exploratory part of the project consisted of observation and benchmarking to gather some insights and nuances to implement in a proposed strategy. The practical part included the overall description of the language school, the innovative platform it uses for storing the materials and conducting interactive lessons for Gen Z learners is provided to give a rationale for the chosen TA, the rationale of the brand name and logo. Finally, there is the explanation of the design of a SMM strategy for Allora School that will serve to increase brand awareness and brand trust, and, consequently, lead to sales.