Claudia Chiru, primary school teacher and founder of the Alternative School for Applied Thinking – SAGA Kid, has a fulminating ascension in the public life, becoming, in less than 9 months, a voice of the Romanian educational system. A charismatic leader, who enjoys the attention and the trust of the public, both online and offline, and a successful business woman, having her first franchise sold this summer and two under negotiation.
We started from her positioning as an experienced primary school teacher and founder of an out-of-the-ordinary afterschool in Bucharest, focused on the personal development of children aged between 5 and 10. SAGA Kid focuses on stimulating the creativity of children and their capacity to face any future practical situation, through strategic methods, designed by mixing effective techniques used by international institutions.
The targeted audience included parents, teachers and grandparents. As targeted audience, we mainly focused on the profile of the educated parents, with an income above average, who have solid values such as family and maintaining traditions.
The main messages focused on a few central ideas and actions, such as: at SAGA there are no doors, the entire education and child interaction process is transparent – as a successful educational model which can easily be applied in the public system; expertise in applied thinking; bringing to the attention of the public (parents, children, professors) a learning method that complies to the requirements, needs, wishes and dreams of children; stimulation for reading-learning through active listening, the method of example, respect and empathy; the approach of certain subjects considered taboo by some parents, such as the inner universe of children; the ,,child + parent=team” campaign; the creation of a good practice guide for choosing an afterschool and a quality manual for the operation of an afterschool – the first of its kind in Romania. Message examples: We change the world through education! Support innovation in education! Choose quality for your child’s education!
“We change the world through education!”
“Support innovation in education!”
“Choose quality for your child’s education!”
The main communication channels: central televisions and radio stations, written and online press, YouTube, Facebook – with daily, varied and dynamic posts, based on editorial plans edited and updated live, in compliance with the activities of SAGA and the messages of Claudia Chiru.
We have communicated key-messages on all agreed channels, with specific campaigns for the Facebook, platform, in order to help the community, grow and to develop a critical mass of public, eager to read about and implement notions of experiential education, focused on the needs of children born in the technological and informational boom. ubjects were promoted on all communication channels available, both in the online environment (websites, newsletters, blogs), and offline, by attending the main large events in the area of parenting, with the purpose of accessing environments in which we can easily come in contact with our targeted public, everything under the protection of one advice, which is growing organically, ,,Get out of line! ’’. We also had the support of certain punctual online campaigns, for the advertisement of the urban camps (SAGA de Vară) and for the opening of the first franchise SAGA Otopeni.
Results and public reactions were not long-awaited.
The Facebook community developed organically each month with:
appearances in mass media
The Facebook community developed organically each month, with 5.440 followers and 5.476 likes on the page, percentages which are growing relentlessly. After almost 9 months, Claudia has registered, from a few appearances in the press on a single punctual topic, to over 130 appearances in the mass media (over 20 TV appearances, 4 print, over 100 online appearances).
There were tens of video materials from the most important television channels, such as Pro Tv, Antena 1 and 3, Kanal D, Digi 24, Prima TV, TVR 1, Realitatea TV, Prima Tv and other tens of articles in the most important online publications. They consolidated Claudia Chiru’s position as specialist of the education system and strengthened her credibility as a business woman.
Together with the development of the project, the interest of the targeted public started growing, which lead to the franchising of the business. The first franchise was opened successfully in September, in Otopeni, and a few other similar requests came from Bucharest and several other counties.