1. Project background
We are a company focusing on online education for overseas Chinese and international users. At present, there is no fan base on social media platforms, and we plan to quickly build brand exposure from zero through the agent operation of a professional team. Attract accurate users through high-quality content, and guide users to visit the official website or course landing page to achieve registration or purchase conversion. To ensure the quality of operations, partners need to have a proven track record of success from scratch in social media overseas, particularly Facebook and Instagram, as well as practical examples in the field of education.
2. Project objectives
This project aims to comprehensively enhance brand awareness, user interaction and conversion effect through Facebook and Instagram platforms, without setting specific quantitative indicators, so as to flexibly adapt to market changes and actual operational effects.
3. Work content and scope
• Account from scratch and content planning
o Establish official company accounts on Facebook and Instagram platforms.
o Plan account theme, content style and update plan according to audience characteristics and brand positioning in education field.
o Produce diverse content, such as graphics, short videos, etc., to highlight the highlights of the course, teaching experience and industry trends.
• Daily operations and interactions
o Develop and implement a content update plan to ensure continuous quality content output.
o Actively maintain fan interaction, timely reply to comments and private messages, and create a good community atmosphere.
• Event planning and execution
o Combine the features of the platform to plan interactive activities (such as short video challenges, online sweepstakes, limited time offers, live interaction, etc.) to attract users' attention.
o Consider cooperating with Kols or influencers to further expand account exposure.
• Paid promotion and placement
• Moderate paid promotions on Facebook and Instagram based on AD budgets for fast exposure and user engagement.
o Monitor the promotion data, timely optimize the release of materials and strategies, and improve the promotion effect.
• Cross-platform drainage and community operation
o Use the linkage between Facebook and Instagram to build a sound fan ecosystem.
o Establish or maintain relevant communities, conduct educational interactions, and direct traffic to the website or course landing page.
• Data analysis and optimization
Track follower growth, engagement data (views, likes, comments, shares) and conversions in real time.
o Submit weekly data analysis reports, and constantly adjust content direction, activity forms and promotion strategies based on feedback.
4. Milestones and deliverables
• Weekly report
o including fan growth trend, content interaction data, paid promotion effect and diversion conversion data;
o Summarize the existing problems and propose the next optimization plan.
• Three-month final report
o Comprehensively summarize the operation effect of each platform, analyze the advantages and disadvantages as well as the input-output situation;
o Put forward the optimization path and development suggestions for subsequent operations.
5. Personnel and qualification requirements
• Experience in overseas education
o Provide previous success stories from scratch on Facebook and Instagram, particularly in education or related areas with actual operational data and results.
• Professional team
o In-depth understanding of the characteristics and algorithms of Facebook and Instagram platforms, with professional content planning and production capabilities;
o Be able to combine the characteristics of educational products with overseas cultural background for creative output.
• Innovation and data analytics
o Good at using hot spots, event marketing and other means to stimulate user interaction;
o Ability to continuously optimize operational strategies through data analysis.
• Project management and communication
o Dedicated project personnel to provide detailed reports on a regular basis and respond to needs in a timely manner to ensure that operational plans are executed efficiently and on a regular basis.
6. Project cycle
The initial cooperation period is 3 months, and those with good operation results can further negotiate to renew and deepen cooperation.
7. Budget and expenses
• Basic agency operating expenses
o Please provide a monthly or 3-month overall operating cost plan at the time of bidding, including content production, daily maintenance, data analysis and activity execution costs.
• Paid promotional fees
o Independent budget or defined in the program, the promotion effect and budget use should be shown in the weekly/monthly report.
• Other expenses
o If KOL/ influencer cooperation, external shooting or design team is involved, please list the cost structure in detail and explain.
8. Bid application method
• Team introduction and success stories
o Please provide at least one successful case of operating from scratch on Facebook and Instagram (with detailed data and results).
• Initial operation plan
o Proposed a zero-start idea and implementation framework for Facebook and Instagram, covering content direction, update frequency, interactive activity planning, paid promotion strategy, KOL cooperation and platform linkage.
• Quotation and fee structure
o Clearly delineate the cost of basic services and the paid promotion budget, as well as other costs that may be involved, to facilitate the assessment of the feasibility of the programme and the input-output ratio.
• Operational safeguards
o Describe strategies to achieve brand exposure and user conversion based on team experience and resources, and propose appropriate risk mitigation and remediation plans.