Student Name Student Number
Ferdinand Copin XXXX
Jean Yeo XXXX
Kayleah Ross XXXX
Matt Lupi XXXX| Student Name | Student Number |
| :--- | :--- |
| Ferdinand Copin | XXXX |
| Jean Yeo | XXXX |
| Kayleah Ross | XXXX |
| Matt Lupi | XXXX |
Executive Summary 执行摘要
The objective of this report is to effectively showcase our marketing strategy for Chrysalis Montessori School in Glendalough, Perth. Our objective is to increase the schools online presence and engagement within the community. As part of our strategy, we intend to analyse the strengths and weaknesses of Chrysalis Montessori in order to best identify effective strategies to improve brand visibility. 本报告的目的是有效展示我们在珀斯格伦达洛赫的 Chrysalis Montessori School 的营销策略。我们的目标是提高学校的在线存在感和社区参与度。作为我们策略的一部分，我们打算分析 Chrysalis Montessori 的优势和劣势，以便最佳识别有效的策略来提升品牌可见度。
Marketing Objectives- Chrysalis Montessori School aims to increase its brand awareness across social media platforms, increase visibility and engagement within the community and maintain long term students through recruiting families that align with Montessori principles in all aspects of the children’s lives. 市场目标 - 蝶变蒙特梭利学校旨在提高其在社交媒体平台上的品牌知名度，增加在社区内的可见性和参与度，并通过招募与蒙特梭利原则在儿童生活各个方面保持一致的家庭来维持长期学生。
Target Market- The primary target for Chrysalis Montessori is parents of young children, particularly those who live around the surrounding areas of Glendalough, Perth. 目标市场 - Chrysalis Montessori 的主要目标是年轻儿童的父母，特别是那些居住在珀斯 Glendalough 周边地区的父母。
Place strategy- Hold open house at the school in order to increase brand recognition, build rapport and trust from potential parents, and maintain enrollment of suitable families. Collaborate with local childcare centres to establish strong partnerships to increase brand awareness and community interaction. 策略：在学校举行开放日，以提高品牌知名度，建立与潜在家长的关系和信任，并维持适合家庭的入学率。与当地托儿所合作，建立强有力的合作关系，以增加品牌意识和社区互动。
SWOT Analysis- The SWOT analysis contains a breakdown of Chrysalis Montessori’s Strengths, Weaknesses, Opportunities and Threats; while demonstrating how we intend to effectively utilise these in our strategy. SWOT 分析 - SWOT 分析包含了 Chrysalis Montessori 的优势、劣势、机会和威胁的细分，同时展示了我们打算如何有效地在我们的战略中利用这些因素。
Competitive audit and Positioning- Through a comparison of Chrysalis’s Unique selling points we have identified how the school compares to its competitors. 竞争审计与定位 - 通过对 Chrysalis 独特卖点的比较，我们已确定该学校与其竞争对手的比较情况。
Product Strategy- Our product strategy primarily entails a focusing on the Unique Selling Points of the school and the changing of the logo. The logo is very dated, and so we have 产品策略 - 我们的产品策略主要集中在学校的独特卖点和更换标志上。这个标志非常过时，因此我们已经
proposed two new alternatives which are more appealing to the consumer. This will more effectively encapsulate Chrysalis’ brand and what they are trying to convey about their school. 提出了两个对消费者更具吸引力的新选择。这将更有效地体现 Chrysalis 的品牌及其想要传达的关于学校的信息。
Pricing Strategy- Through highlighting the benefits and perks that come with a Chrysalis Montessori education we will demonstrate why an adjustment to the pricing scheme is not a feasible option for this strategy. 定价策略 - 通过强调 Chrysalis Montessori 教育所带来的好处和特权，我们将展示为何调整定价方案对于这一策略来说不是一个可行的选择。
Promotional Strategy- Grow Chrysalis Montessori’s online social media presence through the use of instagram as an effective form of content sharing and community engagement. Through the development of a video series titled “Montessori at home” and an increased posting strategy there aims to be an increase in followers to match that currently seen on their Facebook page. Alongside the development of Instagram the school will see a rebranding across its currently used Facebook account in order to form a clear brand identity across all its platforms. To aid in this increased social media presence and rebranding Chrysalis Montessori should invest in detailed brochures to be distributed in Glendalough and surrounding suburb community centres. 推广策略 - 通过使用 Instagram 作为有效的内容分享和社区参与形式，提升 Chrysalis Montessori 的在线社交媒体存在感。通过开发名为“在家蒙特梭利”的视频系列和增加发布策略，目标是增加关注者，以匹配目前在其 Facebook 页面上看到的数量。随着 Instagram 的发展，学校将在其当前使用的 Facebook 账户上进行重新品牌化，以在所有平台上形成清晰的品牌形象。为了帮助增加社交媒体存在感和重新品牌化，Chrysalis Montessori 应投资于详细的宣传册，以在 Glendalough 及周边社区中心分发。
Marketing Objectives 市场营销目标
Chrysalis Montessori School is a non-profit Independent school located in Glendalough, Perth, Western Australia. The school educates students from 3-12 years old and as of 2022 has a total enrolment of 107 students (My School, 2022). They aim to increase the schools brand awareness, exposure and visibility within the schools local community and businesses. They wish to increase their presence on social media and enhance their use of social media platforms as a marketing tool. Chrysalis Montessori School 是一所位于西澳大利亚珀斯 Glendalough 的非营利独立学校。该校为 3 至 12 岁的学生提供教育，截至 2022 年，总注册人数为 107 名学生（My School, 2022）。他们旨在提高学校在当地社区和企业中的品牌知名度、曝光率和可见性。他们希望增加在社交媒体上的存在感，并增强社交媒体平台作为营销工具的使用。
“To inspire individuals within a nurturing, learning community so they can live a connected and purposeful life.” - Chrysalis Montessori School, 2023. “为了激励个体在一个关怀的学习社区中生活，以便他们能够过上有联系和有意义的生活。” - 蝶变蒙特梭利学校，2023。
Marketing Objectives: 市场目标：
To align with Chrysalis Montessori schools values and Mission statement we have constructed 3 Marketing Objectives to be achieved by the end of 2024. 为了与 Chrysalis Montessori 学校的价值观和使命声明保持一致，我们制定了三个营销目标，计划在 2024 年底前实现。
1. Increase brand awareness- 1. 提高品牌知名度-
In order to achieve an increased brand awareness we propose the use of Instagram. In order to achieve this objective we aim to see growth of the instagram account to 600 followers, this 为了提高品牌知名度，我们建议使用 Instagram。为了实现这一目标，我们的目标是将 Instagram 账户的粉丝增长到 600 人。
goal is to align with the amount of followers who currently follow the Chrysalis Montessori Facebook page. 目标是与当前关注 Chrysalis Montessori Facebook 页面的关注者数量保持一致。
2. Increase Community Interaction- 2. 增加社区互动-
To attain an increase in community interaction we intend to collaborate with nearby childcare centres who align with Montessori principles. These partnerships can include joint excursions, open days and end of year concerts. In order to see this objective met we aim to see an increase in those participating in open days by 30%30 \%. 为了提高社区互动，我们打算与符合蒙特梭利原则的附近托儿所合作。这些合作可以包括联合外出、开放日和年终音乐会。为了实现这一目标，我们希望参加开放日的人数增加 30%30 \% 。
3. Continued recruitment of the right families- 3. 持续招募合适的家庭-
Through maintaining the type families that are able to continue and uphold the Montessori principles at home. The aim is to further aid parents with Montessori principles to ensure that students’ lives inside and outside of school are aligned. To have achieved this objective we will see a retention of 90%90 \% of students into the following year. 通过维护能够在家中继续和坚持蒙特梭利原则的家庭类型。目的是进一步帮助家长理解蒙特梭利原则，以确保学生在校内外的生活保持一致。为了实现这一目标，我们将看到 90%90 \% 的学生留存到下一年。
1. Highly personalised teaching due to small class size
2. Strong sense of community
3. Everyone involved; parents have a seat on the board and can have input
4. Alternative activities compared to other schools
5. Sibling Discounts
6. Ability for parents and teachers to have a voice in the school.
7. Start at a younger age compared to normal schools- a good option for parents to get ahead on their child's learning.
8. Broader knowledge in life skills being taught
9.
1. Highly personalised teaching due to small class size
2. Strong sense of community
3. Everyone involved; parents have a seat on the board and can have input
4. Alternative activities compared to other schools
5. Sibling Discounts
6. Ability for parents and teachers to have a voice in the school.
7. Start at a younger age compared to normal schools- a good option for parents to get ahead on their child's learning.
8. Broader knowledge in life skills being taught
9.| 1. Highly personalised teaching due to small class size |
| :--- |
| 2. Strong sense of community |
| 3. Everyone involved; parents have a seat on the board and can have input |
| 4. Alternative activities compared to other schools |
| 5. Sibling Discounts |
| 6. Ability for parents and teachers to have a voice in the school. |
| 7. Start at a younger age compared to normal schools- a good option for parents to get ahead on their child's learning. |
| 8. Broader knowledge in life skills being taught |
| 9. |
3. Students may not fit in well at other mainstream schools after graduation
4. Not a lot of room for growth
5. Non-profit means minimal budget for advertising and marketing promotion.
1. Costly for primary and pre-primary education
2. Montessori practices not well known
3. Students may not fit in well at other mainstream schools after graduation
4. Not a lot of room for growth
5. Non-profit means minimal budget for advertising and marketing promotion.| 1. Costly for primary and pre-primary education |
| :--- |
| 2. Montessori practices not well known |
| 3. Students may not fit in well at other mainstream schools after graduation |
| 4. Not a lot of room for growth |
| 5. Non-profit means minimal budget for advertising and marketing promotion. |
1. Stronger marketing campaign may tap into a larger audience that haven't heard about Montessori education
2. Maintain student enrolment numbers.
3. Maintain close connection with parents.
4. Continue a sense of community to encourage siblings to be taught through the school as well.
1. Stronger marketing campaign may tap into a larger audience that haven't heard about Montessori education
2. Maintain student enrolment numbers.
3. Maintain close connection with parents.
4. Continue a sense of community to encourage siblings to be taught through the school as well.| 1. Stronger marketing campaign may tap into a larger audience that haven't heard about Montessori education |
| :--- |
| 2. Maintain student enrolment numbers. |
| 3. Maintain close connection with parents. |
| 4. Continue a sense of community to encourage siblings to be taught through the school as well. |
4. Volatile and unpredictable number of new enrolments
5. Disillusionment with currently enrolled students
6. Many other Montessori schools in Perth
1. Other mainstream schools and any other schools
2. Other Montessori schools being created
3. Minimal number of students
4. Volatile and unpredictable number of new enrolments
5. Disillusionment with currently enrolled students
6. Many other Montessori schools in Perth| 1. Other mainstream schools and any other schools |
| :--- |
| 2. Other Montessori schools being created |
| 3. Minimal number of students |
| 4. Volatile and unpredictable number of new enrolments |
| 5. Disillusionment with currently enrolled students |
| 6. Many other Montessori schools in Perth |
Strengths Weaknesses
"1. Highly personalised teaching due to small class size
2. Strong sense of community
3. Everyone involved; parents have a seat on the board and can have input
4. Alternative activities compared to other schools
5. Sibling Discounts
6. Ability for parents and teachers to have a voice in the school.
7. Start at a younger age compared to normal schools- a good option for parents to get ahead on their child's learning.
8. Broader knowledge in life skills being taught
9." "1. Costly for primary and pre-primary education
2. Montessori practices not well known
3. Students may not fit in well at other mainstream schools after graduation
4. Not a lot of room for growth
5. Non-profit means minimal budget for advertising and marketing promotion."
Opportunities Threats
"1. Stronger marketing campaign may tap into a larger audience that haven't heard about Montessori education
2. Maintain student enrolment numbers.
3. Maintain close connection with parents.
4. Continue a sense of community to encourage siblings to be taught through the school as well." "1. Other mainstream schools and any other schools
2. Other Montessori schools being created
3. Minimal number of students
4. Volatile and unpredictable number of new enrolments
5. Disillusionment with currently enrolled students
6. Many other Montessori schools in Perth"| Strengths | Weaknesses |
| :---: | :---: |
| 1. Highly personalised teaching due to small class size <br> 2. Strong sense of community <br> 3. Everyone involved; parents have a seat on the board and can have input <br> 4. Alternative activities compared to other schools <br> 5. Sibling Discounts <br> 6. Ability for parents and teachers to have a voice in the school. <br> 7. Start at a younger age compared to normal schools- a good option for parents to get ahead on their child's learning. <br> 8. Broader knowledge in life skills being taught <br> 9. | 1. Costly for primary and pre-primary education <br> 2. Montessori practices not well known <br> 3. Students may not fit in well at other mainstream schools after graduation <br> 4. Not a lot of room for growth <br> 5. Non-profit means minimal budget for advertising and marketing promotion. |
| Opportunities | Threats |
| 1. Stronger marketing campaign may tap into a larger audience that haven't heard about Montessori education <br> 2. Maintain student enrolment numbers. <br> 3. Maintain close connection with parents. <br> 4. Continue a sense of community to encourage siblings to be taught through the school as well. | 1. Other mainstream schools and any other schools <br> 2. Other Montessori schools being created <br> 3. Minimal number of students <br> 4. Volatile and unpredictable number of new enrolments <br> 5. Disillusionment with currently enrolled students <br> 6. Many other Montessori schools in Perth |
Chrysalis Montessori offers a unique style of education, created by Maria Montessori in the early 20th century. It is personalised to each child’s learning style, with teachers taking a back seat to provide guidance rather than constant instruction, and it emphasises a large hands on/problem-solving approach. It aims to have the kids figure it out for themselves, thus some of the key pillars are independence and autonomy, and another is their strong community spirit. Some more of the key principles include how kids learn new things all the time just by living and absorbing their surroundings; as well as the implementation of selfeducation where kids can teach themselves. Chrysalis Montessori 提供了一种独特的教育风格，由玛丽亚·蒙特梭利在 20 世纪初创立。它根据每个孩子的学习风格进行个性化，教师采取辅助的角色，提供指导而不是持续的教学，并强调大量的动手/解决问题的方法。它旨在让孩子们自己找出答案，因此一些关键支柱是独立性和自主性，另一个是他们强烈的社区精神。其他一些关键原则包括孩子们通过生活和吸收周围环境不断学习新事物；以及自我教育的实施，让孩子们能够自学。
Location 位置
Located in Glendalough, Perth, the School is located locally to the Herdsman Lake reserve, which offers a beautiful landscape and opportunity for interactive and engaging camps that the school runs yearly. The lake also has a discovery centre which many schools utilise for hands-on learning which is easily accessible for Chrysalis. The school is also situated just off of Mitchell Freeway, a main road that connects Perth City with Joondalup. The school’s close proximity to major roads allows for the school to serve students from a variety of locations. 位于珀斯的格伦达洛赫，学校靠近赫兹曼湖保护区，那里提供美丽的风景和学校每年举办的互动和参与性营地的机会。湖边还有一个探索中心，许多学校利用它进行动手学习，且对 Chrysalis 来说非常方便。学校也位于米切尔高速公路旁，这是一条连接珀斯市和琼达洛普的主要道路。学校靠近主要道路，使其能够服务于来自不同地点的学生。
Extracurricular Activities 课外活动
Chrysalis Montessori focuses on interactive events and extracurricular activities, the primary one being their yearly camp adventures. Along with this excursion the school also holds a Summer Solstice Festival yearly, Concerts and Harmony Day celebrations among others. Chrysalis Montessori 专注于互动活动和课外活动，主要活动是他们每年的夏令营冒险。除了这次远足，学校还每年举办夏至节、音乐会和和谐日庆祝活动等。
There are three types of camps that Chrysalis offer; lower primary camp, middle and upper primary camp and their unique ‘discovery quest.’ Chrysalis 提供三种类型的营地；低年级营地、中年级和高年级营地，以及他们独特的“探索任务”。
The lower primary camp is a two night introduction to the chrysalis camp experience, cultivating independence and providing a positive group experience. 下层初级营是为期两晚的茧营体验介绍，培养独立性并提供积极的团体体验。
The middle and upper camps are also two nights and are made to be more of a challenge than the lower camps. The focus is leadership and sense of responsibility as the kids grow older, but also how to better work in teams and using those skills in adventure-based activities. 中营和上营也是两晚，旨在比下营更具挑战性。重点是领导能力和责任感，随着孩子们的成长，同时也在于如何更好地团队合作，并在基于冒险的活动中运用这些技能。
The ‘discovery quest’ is for students in their final year at the school. It is described as a ‘rite of passage’ and involves walking a section of either the Cape to Cape or Bibbulmun track. It is not easy to complete, but it is a rewarding challenge and allows reflection of their Chrysalis journey and how they can transfer what they’ve learned to their next chapter. “发现之旅”是为学校最后一年的学生设立的。它被描述为一种“成年礼”，涉及走完从 Cape 到 Cape 或 Bibbulmun 步道的某一段。完成它并不容易，但这是一个有意义的挑战，让学生反思他们的蜕变之旅，以及如何将所学的知识转移到下一个阶段。
Comparison of Price 价格比较
Below is a comparison of the price for a student to attend one year at a government primary school, Chrysalis Primary School, and Hale Primary school, located in the neighbouring suburb of Wembley downs. 以下是学生在政府小学、Chrysalis Primary School 和位于邻近的 Wembley Downs 郊区的 Hale Primary School 就读一年的费用比较。
政府小学的平均价格
Average price of a
government primary
school
Average price of a
government primary
school| Average price of a |
| :---: |
| government primary |
| school |
"Average price of a
government primary
school" "Chrysalis Montessori
Primary School" Hale Primary School
$221 $9,216 $17,160| Average price of a <br> government primary <br> school | Chrysalis Montessori <br> Primary School | Hale Primary School |
| :---: | :---: | :---: |
| $\$ 221$ | $\$ 9,216$ | $\$ 17,160$ |
Positioning 定位
Positioning map 定位图
The map shows the factors that plots CMS and other nearby schools based on two key factors: Cost and Performance. The map visually represents the market positioning of various schools based on their perceived cost and performance. It’s a useful tool for understanding market dynamics and for schools to evaluate their competitive standing. The map shows how the schools in the glendalough area produce high performing schools, while having the difference in tuition fees as one of the factors differentiating from each other. 该地图显示了根据两个关键因素：成本和表现，绘制 CMS 及其他附近学校的因素。该地图直观地表示了各种学校基于其感知成本和表现的市场定位。这是一个理解市场动态和学校评估其竞争地位的有用工具。该地图显示了格伦达洛地区的学校如何产生高表现的学校，同时学费差异是它们之间的一个区分因素。
In the top right corner, shows schools that are both expensive and high performing. Schools here are perceived to offer high-quality education at a higher cost. Hale School, CMS and Lake Monger school fall into this category. While in the bottom right corner, schools such as Churchlands school, Mount Hawthorn and Wembley schools are more affordable as they are public schools, but still provide high-quality education. 右上角显示的是既昂贵又表现优异的学校。这里的学校被认为提供高质量的教育，费用较高。Hale School、CMS 和 Lake Monger school 属于这一类别。而在右下角，Churchlands school、Mount Hawthorn 和 Wembley schools 等学校则更为实惠，因为它们是公立学校，但仍然提供高质量的教育。
Target Market 目标市场
Geographic Segment 地理区段
In terms of a segmentation analysis and a target market we begin with the geographic segment. Put simply, these are people who live in Glendalough and other surrounding areas such as Wembley and Wembley Downs, Osborne Park, Mount Hawthorn et cetera due to Glendalough being such a small suburb. These areas are pleasant and comfortable to live in, with ample services close by as well as nature reserves such as Herdsman Lake and Lake Monger. 在细分分析和目标市场方面，我们首先从地理细分开始。简单来说，这些是居住在 Glendalough 及其周边地区的人，如 Wembley 和 Wembley Downs、Osborne Park、Mount Hawthorn 等，因为 Glendalough 是一个非常小的郊区。这些地区宜居舒适，附近有丰富的服务设施以及自然保护区，如 Herdsman Lake 和 Lake Monger。
Demographic Segment 人口细分
For the demographic side of things, most families/parents would likely be making more than the median income to send their child to chrysalis as it is a lot of money at a young age. Gender wise, the school has very similar numbers of boys and girls enrolled each year, sometimes with slightly more girls. With reference to education, it does not matter a whole lot if the parents received public or private education, however they would likely have some idea about Montessori practices. 在人口方面，大多数家庭/父母可能会赚取超过中位数收入，以便将他们的孩子送到 chrysalis，因为在年轻时这是一笔不小的费用。在性别方面，学校每年男孩和女孩的入学人数非常相似，有时女孩略多。关于教育，父母接受公立或私立教育并没有太大关系，但他们可能对蒙特梭利教育有一些了解。
Psychographic Segment 心理图谱细分
Psychographic segmentation divides the market based on internal characteristics, such as beliefs, personality, values and interests. For parents interested in Montessori education, they value independence, learning and embracing challenges. They must ensure their child is ‘right’ for Montessori schooling by recalling what values are important to them. If their interests include adventure, outdoors and studying in a unique environment, then chrysalis would be a great option. 心理图谱细分根据内部特征划分市场，例如信仰、个性、价值观和兴趣。对于对蒙特梭利教育感兴趣的父母来说，他们重视独立、学习和迎接挑战。他们必须通过回忆对他们重要的价值观来确保他们的孩子适合蒙特梭利教育。如果他们的兴趣包括冒险、户外活动和在独特环境中学习，那么 chrysalis 将是一个很好的选择。
Behavioural Segment 行为细分
Finishing with behavioural segmentation, it is likely that consumers need to be knowledgeable about and supporters of the Montessori method. Loyalty is another factor in this segment, so finding parents who have already had one child at chrysalis and appealing to their customer loyalty to send their second kid there as well is important. It also relates to engagement with the product in the early stages - captivating marketing can be the difference between hooking a new customer or letting one slip. 以行为细分结束，消费者可能需要了解并支持蒙特梭利方法。忠诚度是这个细分市场的另一个因素，因此找到已经在 chrysalis 有一个孩子的父母，并吸引他们的客户忠诚度让他们的第二个孩子也去那里是很重要的。这也与早期阶段对产品的参与度有关——引人入胜的营销可能是吸引新客户和让客户流失之间的区别。
Joanne Smith 乔安娜·史密斯
Marketing Specialist 市场专员
Age: 42 年龄：42
Country: Australia 国家：澳大利亚
Sex: Female 性别：女性
Education: Graduate 教育：研究生
Marital status Married 婚姻状况 已婚
Occupation: Marketing Manager 职业：市场经理
Age: 42 Country: Australia
Sex: Female Education: Graduate
Marital status Married Occupation: Marketing Manager| Age: 42 | Country: Australia |
| :--- | :--- |
| Sex: Female | Education: Graduate |
| Marital status Married | Occupation: Marketing Manager |
BIOGRAPHY 传记
Joanne Smith is a Mother, Marketing Specialist, and wife. 乔安娜·史密斯是一位母亲、市场营销专家和妻子。
Joanne has 2 Children; an 8 year old daughter named Kelly and a 5 year old son name Jacob. She lives with her children and husband Anthony in a 2 story house in Churchlands, Perth. 乔安有两个孩子；一个 8 岁的女儿叫凯莉，一个 5 岁的儿子叫雅各布。她和她的孩子以及丈夫安东尼住在珀斯的教堂地带一栋两层楼的房子里。
Joanne enjoys travelling with her family, playing tennis with her friends on the weekends and teaching her children how to paint. 乔安妮喜欢和家人一起旅行，周末和朋友打网球，以及教孩子们如何画画。
Joanne has only recently gone back to work after having the past 7 years off of work to focus on being with her children and loves to allow her children to have freedom of expression. 乔安最近才重新回到工作岗位，此前她花了 7 年时间专注于陪伴孩子，并喜欢让孩子们拥有表达自由。
PERSONALITY 个性
TASTES AND HOBBIES 口味和爱好
ART 艺术
PHOTOGRAPHY 摄影
TRAVEL 旅行
David Smith 大卫·史密斯
Construction Consultant 建筑顾问
Age: 48 年龄：48
Country: Australia 国家：澳大利亚
Sex: Male 性别：男
Education: Graduate 教育：研究生
Marital status Married 婚姻状况 已婚
Occupation: Construction Consultant 职业：建筑顾问
Age: 48 Country: Australia
Sex: Male Education: Graduate
Marital status Married Occupation: Construction Consultant| Age: 48 | Country: Australia |
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| Sex: Male | Education: Graduate |
| Marital status Married | Occupation: Construction Consultant |
BIOGRAPHY 传记
David Smith is a Consultant for Construction Firms, he is also a father to two children and loving husband. 大卫·史密斯是建筑公司的顾问，他还是两个孩子的父亲和一个深爱的丈夫。
David has 2 Children; an 8 year old daughter named Kelly and a 5 year old son name Jacob. He lives with his children and wife Joanne in a 2 story house in Churchlands, Perth. 大卫有两个孩子；一个 8 岁的女儿叫凯莉，一个 5 岁的儿子叫雅各布。他和他的孩子以及妻子乔安住在珀斯的教堂地带一栋两层楼的房子里。
David loves travellign and outdoor adventures. He has started taking his young children on short camping holidays to encourage their love of adventure and the outdoors. 大卫热爱旅行和户外冒险。他已经开始带着年幼的孩子们去短途露营假期，以鼓励他们对冒险和户外的热爱。
David also loves to play golf and looks forward to tho dawho ic ahlotn nlawnsith hic enn larnh 大卫也喜欢打高尔夫，并期待着在草坪上与他的朋友们一起玩
PERSONALITY 个性
TASTES AND HOBBIES 口味和爱好
Product 产品
Crucial to the product section are the core, actual, augmented and potential products that the school offer. Core-wise, it is early education, independence training, staff who are well trained and are committed to the child’s learning process, and a strong and rousing community spirit. 产品部分的关键是学校提供的核心产品、实际产品、增强产品和潜在产品。在核心方面，它包括早期教育、独立训练、受过良好培训并致力于儿童学习过程的员工，以及强大而激励人心的社区精神。
The actual product includes the basic subjects taught in every school as well as classes in life skills and hands on learning. There is socialisation with other students and team building interactions between classmates. Also offered is before and after school care and the inclusion of parents in some of the school’s activities. 实际产品包括每所学校教授的基本科目，以及生活技能和实践学习的课程。学生之间有社交活动，班级之间有团队建设互动。还提供课前和课后照顾，并在一些学校活动中纳入家长。
In the augmented section, it has strong values that it implements in its education, such as a sense of belonging, joyfulness, care and respect, reflection, love of learning, self-discovery and perseverance. The delivery is much different to mainstream education as it utilises the techniques of Montessori learning. It does offer additional services like school camps which occur each year from year 1 to year 6 . 在增强部分，它在教育中实施了强烈的价值观，例如归属感、快乐、关心和尊重、反思、对学习的热爱、自我发现和毅力。其教学方式与主流教育大相径庭，因为它利用了蒙特梭利学习的技巧。它还提供额外的服务，如每年从一年级到六年级的学校营地。
There is much potential as well for chrysalis, starting with the potential for expansion and enrolling more students. The world of social media marketing is more or less untapped by Chrysalis Montessori, meaning that a bit more effort into brand exposure could result in the growth of the brand. A marketing scheme which would encourage students to stay the course from ages 3 to 12 could be an expansion, as well as trying to get students who are aligned with Montessori values. 蜕变有很大的潜力，首先是扩展和招收更多学生的潜力。蜕变蒙特梭利在社交媒体营销方面几乎没有被开发，这意味着稍微多一些品牌曝光的努力可能会导致品牌的增长。一个鼓励学生从 3 岁到 12 岁坚持学习的营销方案可以是一个扩展，同时也可以尝试吸引与蒙特梭利价值观一致的学生。
The Logo 标志
A crucial part of the product is a company’s logo. It gives the first impression and can capture a consumer’s attention. Here is the current Chrysalis Montessori School logo (figure 1) 产品的一个关键部分是公司的标志。它给人第一印象，并能吸引消费者的注意。以下是当前的 Chrysalis Montessori School 标志（图 1）
Some aspects of the logo that work really well are the use of the colour purple which symbolises creativity, ambition, wisdom, peace and independence. It also utilises the butterfly, symbolising the transformation of its students from a caterpillar to a cocoon and then a butterfly. However, it is very dated and needs a refresh. 这个标志的一些方面非常有效，比如使用紫色，这象征着创造力、雄心、智慧、和平和独立。它还利用了蝴蝶，象征着学生从毛虫到茧再到蝴蝶的转变。然而，它显得非常过时，需要进行更新。
A recommendation for the school’s logo is that it could be thoroughly updated/changed. The logo has remained the same since the founding of the school, and Forbes.com recommends 学校标志的建议是可以彻底更新/更改。自学校创办以来，标志一直保持不变，而 Forbes.com 建议
updating a company’s logo slightly every few years to stay ‘relevant’. This ensures that features such as fonts don’t appear dated to consumers. A slight change of logo provides new and engaging aspects which keep consumers interested. 每隔几年稍微更新一下公司的标志以保持“相关性”。这确保了字体等特征不会让消费者觉得过时。标志的轻微变化提供了新的和吸引人的元素，使消费者保持兴趣。
Instead, here are two proposed logos, each with a different purpose. 相反，这里有两个提议的标志，每个标志有不同的目的。
Through these logos, Chrysalis have remained consistent with the schools use of purple and the inclusion of a butterfly that was seen previously, therefore staying grounded to its roots. 通过这些标志，Chrysalis 一直保持与学校使用紫色和之前看到的蝴蝶的结合一致，因此保持了其根基。
However, the updated font is more relevant to the times we are in today. They are also both simpler and more modern, providing a clean and classy finish that makes the school appear right from the outset as a high-quality environment. 然而，更新后的字体更符合我们今天所处的时代。它们也更简单、更现代，提供了一种干净而优雅的效果，使学校从一开始就显得是一个高质量的环境。
Figure 1. Chrysalis Montessori Current Logo 图 1. Chrysalis Montessori 当前标志 maintains the schools core values; however, it communicates those values in a concise manner. It is brief and gets to the point but doesn’t compromise looks whatsoever. 保持学校的核心价值观；然而，它以简洁的方式传达这些价值观。它简洁明了，但在外观上丝毫不妥协。
The second logo (figure 3) is classed as their ‘social media’ logo. This is to be used as the display picture across the brands social media platforms. Its composition is easier to view in smaller formats, and highlights the most important part of their logo and philosophy; the butterfly. 第二个标志（图 3）被归类为他们的“社交媒体”标志。它将用作品牌社交媒体平台上的展示图片。它的构成在较小的格式中更易于查看，并突出了他们标志和理念中最重要的部分；蝴蝶。
Figure 3. Chrysalis Montessori Proposed Social Media Logo 图 3. Chrysalis Montessori 提议的社交媒体标志
Price 价格
All the prices and information that the parents need to know before choosing the Chrysalis Montessori school are available on their website, in the enrolment tab that can be found very easily on the website, then all the information about the price is available by clicking on a link to download a PDF document. The information about the price is very easy to access and the document is very clear. On it the parents can find not only the prices for each year but all there is to know about the sibling discount, the pre-school and the primary school prices, the payment methods and the contact information of the person responsible for all payment issues. 所有家长在选择 Chrysalis Montessori 学校之前需要了解的价格和信息都可以在他们的网站上找到，网站上很容易找到的注册标签中，然后通过点击链接下载 PDF 文档可以获取所有关于价格的信息。关于价格的信息非常容易获取，文档也非常清晰。在文档中，家长不仅可以找到每年的价格，还可以了解兄弟姐妹折扣、学前班和小学的价格、付款方式以及负责所有付款问题的联系人的信息。
As of 2023, the application fee, which is not refundable is $110\$ 110 per child and the enrolment fee which is also non-refundable is $2000\$ 2000 per child, but the sibling discount is applicable on the enrolment fee, it is $1700\$ 1700 for the second child and for any other child after the second, it is $500\$ 500 for any child after the second. 截至 2023 年，申请费（不可退还）为每个孩子 $110\$ 110 ，入学费（同样不可退还）为每个孩子 $2000\$ 2000 ，但兄弟姐妹折扣适用于入学费，第二个孩子的折扣为 $1700\$ 1700 ，而第二个孩子之后的任何其他孩子的折扣为 $500\$ 500 。
The term fees are the same for a half day and a full day kindergartner, it is $2,613\$ 2,613 per term, which makes $10,452\$ 10,452 per annum. However, the sibling discount is available, it is 15%15 \% of the price for the second child ( $2,220\$ 2,220 per term), 20%20 \% for the third child ($2,090)(\$ 2,090) and 30%30 \% for the fourth child ($1,829)(\$ 1,829). 学期费用对于半天和全天的幼儿园生是相同的，费用为 $2,613\$ 2,613 每学期，年费用为 $10,452\$ 10,452 。然而，兄弟姐妹折扣是可用的，第二个孩子的价格为 15%15 \% （每学期 $2,220\$ 2,220 ），第三个孩子为 20%20 \% ，第四个孩子为 ($2,090)(\$ 2,090) 和 30%30 \% 。
The Chrysalis primary school doesn’t have a half day of full day, but it still has the sibling discount that can be applicable. For the first child, the parents pay $2,304\$ 2,304 per term per child, so $9,216\$ 9,216 per annum. For the second child they have a 15%15 \% discount ($1,958),20%(\$ 1,958), 20 \% for the third child ($1,843)(\$ 1,843) and 30%30 \% for the fourth child ($1,613)(\$ 1,613). And after all this, all the parents have to add is a $25\$ 25 a term for a fundraising levy and they can also pay for playgroups for their kids ( $17\$ 17 per session) and they also are able to have some before and after school care and holiday clubs for the kids if needed. Chrysalis 小学没有半天或全天的课程，但仍然可以适用兄弟姐妹折扣。对于第一个孩子，家长每学期支付 $2,304\$ 2,304 ，每年支付 $9,216\$ 9,216 。对于第二个孩子，他们有 15%15 \% 的折扣，第三个孩子 ($1,843)(\$ 1,843) ，第四个孩子 30%30 \% 。在这一切之后，家长们只需每学期再加上 $25\$ 25 的筹款费，他们还可以为孩子们支付游戏小组（每次 $17\$ 17 ）的费用，如果需要，他们也可以为孩子们提供课前和课后照顾以及假期俱乐部。
In 2021 the school earned $8,651\$ 8,651 per student, this is an average and some paid less because of the sibling discount and some paid more. In 2020, the price per student in a year was $8,913\$ 8,913. We can see that the price went down, but when we compare today’s price to the ones in 2014($6,620)2014(\$ 6,620) we can see that they went up a lot in less than 10 years. The price that the 在 2021 年，学校每位学生的收入为 $8,651\$ 8,651 ，这是一个平均值，有些人因为兄弟姐妹折扣支付得更少，有些人支付得更多。在 2020 年，每位学生一年的价格为 $8,913\$ 8,913 。我们可以看到价格下降了，但当我们将今天的价格与 2014($6,620)2014(\$ 6,620) 的价格进行比较时，我们可以看到在不到 10 年的时间里价格上涨了很多。
parents paid per student went up really fast from 2014 to 2018($8,447)2018(\$ 8,447) and since 2018 it has remained pretty steady until now. 家长每位学生支付的费用从 2014 年到 2018($8,447)2018(\$ 8,447) 迅速上涨，自 2018 年以来一直保持相对稳定。
The price for elementary and primary school is of course elastic, as there are public schools that are completely free, private schools that are not free but that have the advantage that they are private, and in the case of chrysalis Montessori school, it is costly for an elementary and primary school, but the students get many more advantages. However, when looking at other prices of primary schools around the area, we can see that Hale school, a private primary school for boys, costs $17,160\$ 17,160 per year. In the area, for the parents it is way less costly to put their kids in the chrysalis Montessori school, and they get to have all the advantages of a Montessori school such as becoming more independent and learning things that they would never learn in the normal school system. Also, when comparing to another Montessori school, the Montessori school of Paris, we can see that the parents have to pay $18,081\$ 18,081 each year. The Chrysalis Montessori school is costly but when compared to other schools we notice that for the parents in the area, it is very affordable, and it is worth it. 小学和初中的价格当然是有弹性的，因为有完全免费的公立学校，也有不免费的私立学校，但私立学校的优势在于它们是私立的。在蝴蝶幼儿园（Chrysalis Montessori school）的情况下，虽然小学和初中的费用较高，但学生能获得更多的优势。然而，当我们查看该地区其他小学的价格时，可以看到 Hale 学校（Hale school），一所男孩私立小学，每年的费用为 $17,160\$ 17,160 。在该地区，对于家长来说，把孩子送到蝴蝶幼儿园的费用要低得多，他们可以享受到蒙特梭利学校的所有优势，比如变得更加独立，学习在普通学校系统中永远学不到的东西。此外，与另一所蒙特梭利学校——巴黎蒙特梭利学校（Montessori school of Paris）相比，我们可以看到家长每年需要支付 $18,081\$ 18,081 。蝴蝶幼儿园的费用虽然较高，但与其他学校相比，我们注意到对于该地区的家长来说，这个费用是非常实惠的，值得投资。
The school is not for everyone because of the price, but the kids are taken care of more personally, they have access to an alternate learning very young, they get to develop new skills and they learn to be more independent and the parents that can afford this school can’t put a price on all that. And it is located near some rich neighborhood so the people that live around can afford this school, but it is also located near the highway, so it is very easy to get to the school even if the parents live far away, or if they work somewhere by the highway. 这所学校并不适合每个人，因为学费较高，但孩子们得到了更个人化的照顾，他们在很小的时候就可以接触到替代学习，他们能够发展新技能，并学会更加独立，而那些能够负担得起这所学校的父母无法用金钱来衡量这一切。而且它位于一些富裕社区附近，因此周围的人能够负担得起这所学校，但它也靠近高速公路，所以即使父母住得很远，或者在高速公路旁的地方工作，去学校也非常方便。
The school is non-profitable, so changing the price will mean changes in the school. If they lower the price the quality will also go down, and the quality and efficiency of the program is the main focus of the school. The school has to show that the investment of the parents is worth it, and they have to advertise more about it by doing visits to the school for new parents and by renewing their Instagram page to attract more parents from a younger generation. The communication of the price is very clear and easy to access for the parents, the only thing that the school can do is advertise better the efficiency of the school, for example by posting more pictures. 学校是非营利的，因此改变价格将意味着学校的变化。如果他们降低价格，质量也会下降，而项目的质量和效率是学校的主要关注点。学校必须证明家长的投资是值得的，并且他们必须通过为新家长进行学校参观和更新他们的 Instagram 页面来吸引更多年轻一代的家长。价格的沟通对家长来说非常清晰且易于获取，学校能做的唯一事情就是更好地宣传学校的效率，例如通过发布更多照片。
Place 地点
One of the strengths of Chrysalis Montessori School(CMS) lies in its strategic location in proximity to the Glendalough open space, which contains a playground and the Herdsman Lake Discovery Centre. This area offers a multitude of opportunities for students to engage in excursions and immerse themselves in outdoor learning experiences, which helps in enriching their education through hands-on interactions with nature and wildlife. Furthermore, it aligns perfectly with the Montessori philosophy of holistic and experiential learning. Chrysalis Montessori School（CMS）的一个优势在于其位于靠近格伦达洛开放空间的战略位置，该区域包含一个游乐场和赫兹曼湖发现中心。这个地区为学生提供了多种机会，参与远足并沉浸在户外学习体验中，这有助于通过与自然和野生动物的亲身互动来丰富他们的教育。此外，这与蒙特梭利的整体和体验学习哲学完美契合。
Another notable strength is the school’s accessibility. Because it is positioned conveniently near various public transport options and major roads, CMS is easily reachable for families from different areas, thereby widening its reach. This accessibility is a significant factor for parents and guardians, the location simplifies their daily commutes and makes CMS a practical and appealing choice. 另一个显著的优势是学校的可达性。由于它位于各种公共交通选项和主要道路附近，CMS 对来自不同地区的家庭来说很容易到达，从而扩大了其影响力。这种可达性对父母和监护人来说是一个重要因素，地理位置简化了他们的日常通勤，使 CMS 成为一个实用且有吸引力的选择。
However, the school’s prime location also places it in direct competition with other schools in the vicinity, and they are all vying for the enrollment of the same demographic of potential students. This presents a challenge in maintaining high enrollment numbers, especially without significant population growth in the area. Furthermore, given CMS’s higher tuition fees in comparison to public schools in the area, there is a pressure to sustain enrollment rates without compromising the high teaching standards. 然而，学校的优越位置也使其与周边其他学校直接竞争，它们都在争夺相同潜在学生的人口。这在维持高入学人数方面带来了挑战，尤其是在该地区没有显著人口增长的情况下。此外，考虑到 CMS 的学费相较于该地区公立学校更高，保持入学率而不降低高教学标准的压力也随之增加。
To better capitalize on market opportunities, CMS should continue to evolve its curriculum with the current educational trends, such as integrating technology in classrooms and integrating sustainability initiatives. These enhancements will help to elevate the school’s appeal to potential students and their families. 为了更好地把握市场机会，CMS 应继续根据当前的教育趋势发展其课程，例如在课堂上整合技术和整合可持续发展倡议。这些改进将有助于提升学校对潜在学生及其家庭的吸引力。
Moreover, the school should explore partnerships with local childcare centers. Such as creating a referral program where the nearby childcare centers recommend CMS to parents 此外，学校应探索与当地托儿所的合作伙伴关系。例如，创建一个推荐计划，让附近的托儿所向家长推荐 CMS。
looking for elementary schools.Thereby securing a steady stream of potential students as they transition from childcare to elementary school. 寻找小学。通过这种方式，确保在儿童从托儿所过渡到小学时，能够稳定地吸引潜在学生。
Our primary recommendation to meet the marketing objective of increasing enrollments is to host an open house. This approach is not only cost-effective, given the school’s existing infrastructure and past experience in organizing open houses, but it also provides an interactive platform for potential students and their families to experience firsthand the unique Montessori learning environment that CMS offers. 我们满足增加招生这一营销目标的主要建议是举办一次开放日。考虑到学校现有的基础设施和过去组织开放日的经验，这种方法不仅具有成本效益，还为潜在学生及其家庭提供了一个互动平台，让他们亲身体验 CMS 所提供的独特蒙特梭利学习环境。
An open house at CMS enhances the place utility for potential families and students. CMS is providing value through a convenient and relevant location where prospective students and their families can immerse themselves in the school’s environment and culture. This firsthand experience is significant in aiding their decision-making process. Furthermore, the place’s utility is increased as the open house allows families to be in person to explore the school’s facilities, observe its proximity to valuable community resources like Glendalough open space, and experience the school’s accessibility in terms of public transportation and main road connections. This experience being at the school and engaging with the surroundings provides a reference which can influence families decisions to enrol their children to CMS. This would also help prospective families gauge if they are able to uphold the principles of Chrysalis Montessori School at home, addressing a concern raised by the client. CMS 的开放日增强了潜在家庭和学生的场所效用。CMS 通过一个方便且相关的位置提供价值，让潜在学生及其家庭能够沉浸在学校的环境和文化中。这种亲身体验对他们的决策过程具有重要意义。此外，开放日使家庭能够亲自探索学校的设施，观察其与有价值的社区资源（如 Glendalough 开放空间）的接近程度，并体验学校在公共交通和主要道路连接方面的可达性，从而提高了场所的效用。在学校亲身体验并与周围环境互动提供了一个参考，这可能会影响家庭决定将孩子入学 CMS。这也将帮助潜在家庭评估他们是否能够在家中维持 Chrysalis Montessori School 的原则，解决了客户提出的一个担忧。
The presence of teachers and staff during the open house facilitates open communication and helps potential students make informed decisions. Having them present contributes to the information utility. Through being able to facilitate direct communication and interaction with the teachers and staff, families are able to get access to invaluable information which can be a significant deciding factor in enrolment decisions. Furthermore, the opportunity to meet and engage with the people who will be directly involved in their children’s education adds a human touch to the open house experience. and allows families to build rapport and establish a sense of connection and trust with the school, thus further enhancing the overall value and appeal of CMS as their preferred choice of school. Additionally, the families are 教师和工作人员在开放日的存在促进了开放的沟通，帮助潜在学生做出明智的决定。他们的在场有助于信息的有效利用。通过能够与教师和工作人员进行直接沟通和互动，家庭能够获取宝贵的信息，这可能是入学决定中的一个重要因素。此外，有机会与将直接参与孩子教育的人见面和互动，为开放日体验增添了人情味，并使家庭能够建立融洽关系，建立与学校的联系和信任感，从而进一步增强 CMS 作为他们首选学校的整体价值和吸引力。此外，家庭还
more encouraged to enrol more of their children into the school as they already have a sense of community, rapport and trust built in the school, therefore increasing enrolments and maintaining the standards of families enrolled in CMS. 更有动力让更多孩子入学，因为他们已经在学校建立了社区感、融洽关系和信任，从而增加入学人数并维持 CMS 中家庭的标准。
The timing of the open house also significantly impacts its utility for potential students and parents. By organising the open house before the school year begins, CMS fulfils the time utility. Ensuring the event coincides during the period where parents and students are actively seeking and evaluating schools for application can increase enrolments. The timing of the open can also be an advantage for CMS, as it highlights CMS understanding and responsiveness to the needs of its target audience. 开放日的时间安排也显著影响其对潜在学生和家长的实用性。通过在学年开始之前组织开放日，CMS 实现了时间效用。确保活动在家长和学生积极寻找和评估申请学校的期间进行，可以增加入学人数。开放日的时机对 CMS 也可能是一个优势，因为它突显了 CMS 对目标受众需求的理解和响应。
Lastly, highlight the value proposition of CMS during the open house. While the tuition fees are relatively higher compared to other schools in the area, this is a direct reflection of the school’s commitment to the Montessori principles, particularly the low teacher-student ratio, which significantly enhances the learning experience and support provided to students. By effectively communicating these unique aspects, we can justify the cost of enrollment and clearly convey the added value that CMS offers. 最后，在开放日活动中强调 CMS 的价值主张。虽然学费相较于该地区其他学校较高，但这直接反映了学校对蒙特梭利原则的承诺，特别是低师生比例，这显著提升了学生的学习体验和支持。通过有效传达这些独特的方面，我们可以为入学费用提供合理解释，并清晰传达 CMS 所提供的附加价值。
Promotion 促销
Being a non-profit Independent school Chrysalis Montessori School has limited flexibility in their budget for advertising and promotional activities. As a result of budget constraints a promotional strategy centred around organic social media reach has been planned out, aided with lower-cost traditional advertising techniques. An organic social media strategy is a strategy constructed with posts that are shared for free; they don’t utilise paid promotion and reach (Gomez, 2023). The strategy has been developed to follow the AIDA marketing model to effectively target consumers and reach Chrysalis Montessori’s marketing objectives. 作为一所非营利的独立学校，Chrysalis Montessori School 在广告和促销活动的预算上灵活性有限。因此，由于预算限制，制定了一项以有机社交媒体覆盖为中心的促销策略，并辅以低成本的传统广告技术。有机社交媒体策略是通过免费分享的帖子构建的策略；它们不利用付费推广和覆盖（Gomez, 2023）。该策略已根据 AIDA 营销模型进行开发，以有效地针对消费者并实现 Chrysalis Montessori 的营销目标。
The AIDA model for marketing allows businesses to target consumers Attention, Interest and Desire to create Action (Hassan, Nadzim and Shiratuddin, 2015). Below is an outline of how the AIDA model will be utilised in this strategy: AIDA 模型用于营销，使企业能够针对消费者的注意、兴趣和欲望以促成行动（Hassan, Nadzim and Shiratuddin, 2015）。以下是 AIDA 模型在此策略中如何被利用的概述：
Attention- Raise attention to the school through rebranding social media accounts and expanding their current online presence. 注意 - 通过重新品牌化社交媒体账户和扩大他们目前的在线存在来引起对学校的关注。
Desire- Create desire with prospective and current parents through showcasing the Montessori method through ‘Montessori at Home’ videos and interactive social media posts. 愿望 - 通过展示蒙特梭利方法的“在家蒙特梭利”视频和互动社交媒体帖子，激发潜在和现有家长的愿望。
Interest- Create interest in Chrysalis specifically by holding Montessori at home workshops during open mornings at the school. Community events on the school grounds will also be utilised to get community members interested and informed on the school and its values. 兴趣 - 通过在学校的开放早晨举办家庭蒙特梭利工作坊，特别激发对 Chrysalis 的兴趣。学校场地上的社区活动也将被利用，以使社区成员对学校及其价值观产生兴趣和了解。
Action- For parents to enrol their students, partake in more ‘Montessori at home’ activities that reinforce their school learning, as well as increase participation in community events. 行动 - 鼓励家长为他们的学生报名，参与更多“在家蒙特梭利”活动，以加强他们在学校的学习，并增加参与社区活动的机会。
Social Media Strategy 社交媒体策略
When Assessing Chrysalis Montessori’s current Social Media accounts it is evident that they maintain a very limited online presence. The schools main social presence is found through their Facebook account which has a total of 638 followers (as of October 2023). While the account has a large following it lacks engagement with its audience, with many posts targeted as being a notice board, the little interaction present is found in posts about the schools activities and camps. 在评估 Chrysalis Montessori 当前的社交媒体账户时，很明显他们的在线存在非常有限。学校主要的社交媒体存在通过他们的 Facebook 账户，该账户目前有 638 名关注者（截至 2023 年 10 月）。虽然该账户有大量关注者，但与受众的互动却很少，许多帖子被视为公告板，少量的互动主要出现在关于学校活动和夏令营的帖子中。
In order to further enhance Chrysalis Montessori’s Facebook presence a proposed update to the page as seen in figure 4. The current appearance is beginning to age, as the display picture present is in celebration of the school’s 30 year anniversary, a milestone that occurred in 2020. An added benefit to the update of the schools Facebook account is the ability to match the look of their instagram. Cohesion across social media platforms is essential to brand identity, as it build brand awareness with consumers (Hetherington, 2023) 为了进一步增强 Chrysalis Montessori 的 Facebook 存在，提出了对页面的更新，如图 4 所示。当前的外观开始显得陈旧，因为展示的图片是庆祝学校 30 周年纪念的，这一里程碑发生在 2020 年。更新学校 Facebook 账户的另一个好处是能够与他们的 Instagram 外观相匹配。社交媒体平台之间的一致性对品牌形象至关重要，因为它能提高消费者的品牌认知度（Hetherington, 2023）。
To enhance engagement on the Facebook platform, Chrysalis Montessori should provide more detailed content in their posts. This can include further elaboration with busy bee reminders or open morning 为了增强在 Facebook 平台上的参与度，Chrysalis Montessori 应该在他们的帖子中提供更详细的内容。这可以包括进一步阐述忙碌的小蜜蜂提醒或开放早晨。
Chrysalis Montessori School 蛹蒙特梭利学校
571 likes - 636\mathbf{6 3 6} followers 571 个赞 - 636\mathbf{6 3 6} 个关注者
Chrysalis is a child-centred community school for children aged 3-12. We celebrate diversity, indivi Chrysalis 是一所以儿童为中心的社区学校，面向 3 至 12 岁的儿童。我们庆祝多样性，个体
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Posts About Photos Events Mentions 关于照片的帖子 事件 提及
Details 详细信息
it Page • Primary school 它页面 • 小学
5 Parkland Road, Glendalough, Perth, WA, Australia, Western 澳大利亚西澳大利亚州珀斯格伦达洛的公园路 5 号
Australia 澳大利亚
(08) 94446025 admin@chrysalis.wa.edu.au
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… See Chrysalis Montessori School’s About Info notices; such as what activities will be observed at open mornings or what a busy bee reminder is. The brand’s facebook account is a public page and therefore any potential parents who may be looking into the school would use this as a resource for information, however its content currently focuses on parents whose children are already enrolled at the school. 请查看 Chrysalis Montessori School 的关于信息通知，例如开放早晨将观察哪些活动或忙碌的小蜜蜂提醒是什么。该品牌的 Facebook 账户是一个公共页面，因此任何可能正在考虑该学校的潜在家长都会将其作为信息资源，然而其内容目前主要集中在已经入学的学生家长身上。
Another suggestion to further enhance engagement on Facebook is to increase post frequency to once per day. While Facebook is currently Chrysalis’s primary social media platform, the proposed strategy shifts this focus toward instagram as the new foundation of its social media presence. 另一个进一步增强 Facebook 参与度的建议是将发布频率增加到每天一次。虽然 Facebook 目前是 Chrysalis 的主要社交媒体平台，但提议的策略将这一重点转向 Instagram，作为其社交媒体存在的新基础。
Figure 4. Proposed Facebook Rebrand Although in 2023 Facebook has the highest amount of monthly active users (3.03 Billion) in comparison to Instagram (2M), it also has the lowest 图 4. 提议的 Facebook 品牌重塑 尽管在 2023 年，Facebook 的月活跃用户数量（30.3 亿）相比 Instagram（200 万）是最高的，但它的用户参与度却是最低的。
engagement rate at 0.07%0.07 \% (Macready and Cohen, 2023) while instagram sits at around 4%4 \% (Read, 2016). 在 0.07%0.07 \% 的参与率（Macready 和 Cohen，2023），而 Instagram 的参与率约为 4%4 \% （Read，2016）。
As increasing the sense of community is one of the main cornerstones of all 3 marketing objectives the use of an engaging social media platform is vital. An example of a proposed feed can be seen in figure 5. To best utilise Instagram a recommended 3-5 posts should be shared per week with there being a mix of post types (Macready and Cohen, 2023), such as photo, video and image carousel. Examples of posts include sharing of Montessori activity ideas, image carousels from events such as camps, open mornings and concerts and notices such as the start of school, busy bee reminders and open morning announcements. To accompany this an average of 2 story posts per day (Macready and Cohen, 2023) can be used to share behind the scenes of that day’s activities, or any of the post ideas outlined above. These instagram stories can be synced to the schools Facebook page to provide further reach and a consistent stream of content on the Facebook page as well. 增加社区感是所有三个营销目标的主要基石之一，因此使用一个引人入胜的社交媒体平台至关重要。提议的动态示例见于图 5。为了最佳利用 Instagram，建议每周分享 3-5 条帖子，并且帖子类型应有所混合（Macready 和 Cohen，2023），例如照片、视频和图片轮播。帖子示例包括分享蒙特梭利活动创意、来自活动（如夏令营、开放日和音乐会）的图片轮播，以及通知，如开学、忙碌的小蜜蜂提醒和开放日公告。为此，平均每天可以使用 2 条故事帖子（Macready 和 Cohen，2023）来分享当天活动的幕后花絮或上述任何帖子创意。这些 Instagram 故事可以与学校的 Facebook 页面同步，以提供更广泛的覆盖面和在 Facebook 页面上的一致内容流。
A pillar content idea for Chrysalis Montessori is the sharing of “Montessori at home” videos. These are videos that highlight fun activities that 一个关于 Chrysalis Montessori 的核心内容创意是分享“在家蒙特梭利”视频。这些视频展示了有趣的活动，
An independant school for children ages three to twelve, inspired by the philosophy of Maria Montessori, we aim to nurture independance in learning. 一所为三至十二岁儿童设立的独立学校，受到玛丽亚·蒙特梭利哲学的启发，我们旨在培养学习中的独立性。 parents and their children can partake in at home that work alongside the values of a Montessori education. These videos can be filmed by the school or can be shared from other creators on the platform (with permission). Instagram offers a superior platform to get usergenerated content (Lua, 2023) from a brands community. Through utilising this aspect and 父母和他们的孩子可以在家中参与与蒙特梭利教育价值观相辅相成的活动。这些视频可以由学校拍摄，也可以从平台上的其他创作者那里分享（需获得许可）。Instagram 提供了一个更好的平台，以获取来自品牌社区的用户生成内容（Lua，2023）。通过利用这一点，
Figure 5. Proposed Instagram Page encouraging parents to share their Montessori at home activities, as well as other content related to the school, there is an opportunity to lessen the amount of time needed for content creation and further increases interaction and engagement with the community. 图 5. 提议的 Instagram 页面鼓励家长分享他们在家进行的蒙特梭利活动，以及与学校相关的其他内容，这为减少内容创作所需的时间提供了机会，并进一步增加了与社区的互动和参与。
Advertising Strategy 广告策略
To further support the rebranding of Chrysalis Montessori, Brochures will be placed in sites around the school such as libraries, doctors clinics and other community buildings. These Brochures include important information such as the schools values, a message from the principal and the schools contact information, including social media pages. A copy of the Brochure can be seen in figure 6 below. 为了进一步支持 Chrysalis Montessori 的品牌重塑，宣传册将放置在学校周围的地点，如图书馆、医生诊所和其他社区建筑。这些宣传册包含重要信息，如学校的价值观、校长的信息以及学校的联系信息，包括社交媒体页面。宣传册的副本可以在下面的图 6 中看到。
The brochure follows the colour themes found across both social media platforms and inclusion of the same imagery and features allows for a consistent brand identity. This form of advertising provides an affordable but effective reach within the target audience. 该宣传册遵循了两个社交媒体平台上的色彩主题，并且包含相同的图像和特征，从而实现了一致的品牌形象。这种广告形式在目标受众中提供了经济实惠但有效的覆盖。
Figure 6. Proposed Brochure 图 6. 提议的宣传册
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Macready, H. and Cohen, B. 2023. “How Often to Post to Social Media in 2023”. Hootsuite Blog. Accessed October 19, 2023. https://blog.hootsuite.com/how-often-to-post-on-social-media/ Macready, H. 和 Cohen, B. 2023. “2023 年社交媒体发布频率”。Hootsuite 博客。访问日期：2023 年 10 月 19 日。 https://blog.hootsuite.com/how-often-to-post-on-social-media/
My School. 2022. “Chrysalis Montessori School, Glendalough WA”. Australian Curriculum Assessment and Reporting Authority. Accessed October 19, 2023. https://www.myschool.edu.au/school/49093 我的学校。2022。“Chrysalis Montessori School, Glendalough WA”。澳大利亚课程评估与报告局。访问日期：2023 年 10 月 19 日。https://www.myschool.edu.au/school/49093
Read, A. 2016. “A Complete Guide to Instagram Marketing: Get the Playbook That Drives Results for Instagram’s Top Profiles”. Buffer.com. Accessed October 17, 2023. https://buffer.com/library/instagram-marketing/ 阅读，A. 2016。“Instagram 营销完全指南：获取推动 Instagram 顶级个人资料结果的操作手册”。Buffer.com。访问日期：2023 年 10 月 17 日。https://buffer.com/library/instagram-marketing/
sbs. n.d. “Mapping Australia: How Much Do You and Your Neighbours Earn?” SBS. Accessed October 17, 2023. https://www.sbs.com.au/interactive/2017/income-sa2201415/. sbs. n.d. “绘制澳大利亚：你和你的邻居赚多少钱？” SBS. 访问日期：2023 年 10 月 17 日。 https://www.sbs.com.au/interactive/2017/income-sa2201415/.
Executive summary does not properly address the points listed in the assessment brief. 执行摘要未能妥善处理评估简报中列出的要点。
Executive summary adequately addresses some of the points listed in the assessment brief. 执行摘要充分涵盖了评估简报中列出的一些要点。
Executive summary adequately addresses most of the points listed in the assessment brief. 执行摘要充分涵盖了评估简报中列出的多数要点。
Executive summary displays a very good quality when addressing most of the points listed in the assessment brief. 执行摘要在处理评估简报中列出的多数要点时显示出非常好的质量。
Executive summary displays an excellent quality and addresses all the points listed in the assessment brief very well. 执行摘要展示了出色的质量，并很好地涵盖了评估简报中列出的所有要点。
Marketing Objectives 5% 市场目标 5%
Marketing Objectives do not properly address the points listed in the assessment brief. 市场目标没有正确解决评估简报中列出的要点。
Marketing Objectives somewhat address the points listed in the assessment brief. 营销目标在一定程度上涉及评估简报中列出的要点。
Marketing Objectives address all the points listed in the assessment brief. However, there are some inconsistencies / issues. 营销目标涵盖了评估简报中列出的所有要点。然而，存在一些不一致性/问题。
Marketing Objectives address all the points listed in the assessment brief very well. However, there are minor issues. 营销目标很好地涵盖了评估简报中列出的所有要点。然而，仍然存在一些小问题。
Marketing Objectives address all the points listed in the assessment brief very well. 营销目标很好地涵盖了评估简报中列出的所有要点。
SWOT analysis 10%10 \% SWOT 分析 10%10 \%
SWOT analysis does not properly address the points listed in the assessment brief and/or displays a poor understanding of the client and its environment. SWOT 分析没有正确处理评估简报中列出的要点和/或对客户及其环境的理解较差。
SWOT analysis somewhat addresses the points listed in the assessment brief and/or displays a somewhat adequate understanding of the client and its environment. SWOT 分析在一定程度上涉及评估简报中列出的要点，并/或显示出对客户及其环境的相对充分理解。
SWOT analysis addresses the points listed in the assessment brief and/or displays an adequate understanding of the client and its environment. However, there are some inconsistencies / issues. SWOT 分析涉及评估简报中列出的要点和/或展示了对客户及其环境的充分理解。然而，存在一些不一致/问题。
SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment. There may be some minor issues present in the analysis. SWOT 分析很好地解决了评估简报中列出的要点，并且/或者展示了对客户及其环境的良好理解。分析中可能存在一些小问题。
SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment. SWOT 分析很好地解决了评估简报中列出的要点，并且展示了对客户及其环境的良好理解。
Competitive auditing/ Positioning 竞争审计/定位
Competitive auditing/ Positioning is poorly identified. It does not address 竞争审计/定位识别不清。它没有解决
Competitive auditing/ Positioning is somewhat identified. It 竞争审计/定位在某种程度上已被识别。它
Competitive auditing/ Positioning is adequately identified. It 竞争审计/定位已得到充分识别。它
Competitive auditing/ Positioning is well identified. It addresses the points listed in the 竞争审计/定位已明确识别。它解决了列出的要点。
Competitive auditing/ Positioning is very well identified. It addresses the points listed in the 竞争审计/定位非常明确。它涉及到列出的要点。
Criteria Below Expectations (Fail) 0-49 " Meets Expectations
(Pass)
50-59" Meets Expectations (Credit) 60-69 Exceeds Expectations (Distinction) 70-79 Exceeds Expectations (High Distinction) 80-100
Executive summary 5% Executive summary does not properly address the points listed in the assessment brief. Executive summary adequately addresses some of the points listed in the assessment brief. Executive summary adequately addresses most of the points listed in the assessment brief. Executive summary displays a very good quality when addressing most of the points listed in the assessment brief. Executive summary displays an excellent quality and addresses all the points listed in the assessment brief very well.
Marketing Objectives 5% Marketing Objectives do not properly address the points listed in the assessment brief. Marketing Objectives somewhat address the points listed in the assessment brief. Marketing Objectives address all the points listed in the assessment brief. However, there are some inconsistencies / issues. Marketing Objectives address all the points listed in the assessment brief very well. However, there are minor issues. Marketing Objectives address all the points listed in the assessment brief very well.
SWOT analysis 10% SWOT analysis does not properly address the points listed in the assessment brief and/or displays a poor understanding of the client and its environment. SWOT analysis somewhat addresses the points listed in the assessment brief and/or displays a somewhat adequate understanding of the client and its environment. SWOT analysis addresses the points listed in the assessment brief and/or displays an adequate understanding of the client and its environment. However, there are some inconsistencies / issues. SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment. There may be some minor issues present in the analysis. SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment.
Competitive auditing/ Positioning Competitive auditing/ Positioning is poorly identified. It does not address Competitive auditing/ Positioning is somewhat identified. It Competitive auditing/ Positioning is adequately identified. It Competitive auditing/ Positioning is well identified. It addresses the points listed in the Competitive auditing/ Positioning is very well identified. It addresses the points listed in the| Criteria | Below Expectations (Fail) $0-49$ | $\begin{gathered} \text { Meets Expectations } \\ \text { (Pass) } \\ \mathbf{5 0 - 5 9} \end{gathered}$ | Meets Expectations (Credit) 60-69 | Exceeds Expectations (Distinction) 70-79 | Exceeds Expectations (High Distinction) $\mathbf{8 0 - 1 0 0}$ |
| :---: | :---: | :---: | :---: | :---: | :---: |
| Executive summary $5 \%$ | Executive summary does not properly address the points listed in the assessment brief. | Executive summary adequately addresses some of the points listed in the assessment brief. | Executive summary adequately addresses most of the points listed in the assessment brief. | Executive summary displays a very good quality when addressing most of the points listed in the assessment brief. | Executive summary displays an excellent quality and addresses all the points listed in the assessment brief very well. |
| Marketing Objectives 5% | Marketing Objectives do not properly address the points listed in the assessment brief. | Marketing Objectives somewhat address the points listed in the assessment brief. | Marketing Objectives address all the points listed in the assessment brief. However, there are some inconsistencies / issues. | Marketing Objectives address all the points listed in the assessment brief very well. However, there are minor issues. | Marketing Objectives address all the points listed in the assessment brief very well. |
| SWOT analysis $10 \%$ | SWOT analysis does not properly address the points listed in the assessment brief and/or displays a poor understanding of the client and its environment. | SWOT analysis somewhat addresses the points listed in the assessment brief and/or displays a somewhat adequate understanding of the client and its environment. | SWOT analysis addresses the points listed in the assessment brief and/or displays an adequate understanding of the client and its environment. However, there are some inconsistencies / issues. | SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment. There may be some minor issues present in the analysis. | SWOT analysis addresses the points listed in the assessment brief very well and/or displays a good understanding of the client and its environment. |
| Competitive auditing/ Positioning | Competitive auditing/ Positioning is poorly identified. It does not address | Competitive auditing/ Positioning is somewhat identified. It | Competitive auditing/ Positioning is adequately identified. It | Competitive auditing/ Positioning is well identified. It addresses the points listed in the | Competitive auditing/ Positioning is very well identified. It addresses the points listed in the |
10%
the points listed in the assessment brief. 评估简报中列出的要点。
somewhat addresses the points listed in the assessment brief. 在一定程度上解决了评估简报中列出的要点。
addresses the points listed in the assessment brief. However, there are some inconsistencies / issues. 解决了评估简报中列出的要点。然而，存在一些不一致/问题。
assessment brief. However, there are some minor inconsistencies / issues. 评估简报。然而，存在一些小的不一致/问题。
assessment brief. 评估简报。
Target market 目标市场10%10 \%
Target Market is poorly identified. It does not address the points listed in the assessment brief. 目标市场识别不清。它没有解决评估简报中列出的要点。
Target Market is somewhat identified. It somewhat addresses the points listed in the assessment brief. 目标市场已部分确定。它在一定程度上涉及评估简报中列出的要点。
Target Market is adequately identified. It addresses the points listed in the assessment brief. However, there are some inconsistencies / issues.
Target Market is well identified. It addresses the points listed in the assessment brief. However, there are some minor inconsistencies / issues. 目标市场已明确识别。它涵盖了评估简报中列出的要点。然而，存在一些小的不一致性/问题。
Target Market is very well identified. It addresses the points listed in the assessment brief. 目标市场非常明确。它涵盖了评估简报中列出的要点。
Product 产品15%15 \%
Product strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. 产品战略识别和描述不清；和/或有一些不良建议；和/或未能解决评估简报中列出的要点。该部分存在一些重大问题/不一致。
Product strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. 产品策略在某种程度上被识别和描述；和/或有一些适当的建议；和/或它在某种程度上解决了评估简报中列出的要点。该部分存在一些问题/不一致之处。
Product strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. 产品战略已被识别和描述；和/或有足够的建议；和/或它解决了评估简报中列出的要点。该部分存在一些问题/不一致之处。
Product strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. 产品战略已明确识别和描述；和/或有非常好的建议；和/或它很好地解决了评估简报中列出的要点。该部分可能存在一些小问题/不一致之处。
Product strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well. 产品战略非常明确且描述清晰；和/或有优秀的建议；和/或很好地解决了评估简报中列出的要点。
Price
15%15 \%
Price
15%| Price |
| :--- |
| $15 \%$ |
Pricing strategy is poorly identified and described; and/or there are some poor
Pricing strategy is somewhat identified and described; and/or there are
Pricing strategy is identified and described; and/or there are adequate
Pricing strategy is well identified and described; and/or there are very good
Pricing strategy is very well identified and described; and/or there are excellent
10% the points listed in the assessment brief. somewhat addresses the points listed in the assessment brief. addresses the points listed in the assessment brief. However, there are some inconsistencies / issues. assessment brief. However, there are some minor inconsistencies / issues. assessment brief.
Target market 10% Target Market is poorly identified. It does not address the points listed in the assessment brief. Target Market is somewhat identified. It somewhat addresses the points listed in the assessment brief. Target Market is adequately identified. It addresses the points listed in the assessment brief. However, there are some inconsistencies / issues. Target Market is well identified. It addresses the points listed in the assessment brief. However, there are some minor inconsistencies / issues. Target Market is very well identified. It addresses the points listed in the assessment brief.
Product 15% Product strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. Product strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. Product strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. Product strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. Product strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well.
"Price
15%" Pricing strategy is poorly identified and described; and/or there are some poor Pricing strategy is somewhat identified and described; and/or there are Pricing strategy is identified and described; and/or there are adequate Pricing strategy is well identified and described; and/or there are very good Pricing strategy is very well identified and described; and/or there are excellent| 10% | the points listed in the assessment brief. | somewhat addresses the points listed in the assessment brief. | addresses the points listed in the assessment brief. However, there are some inconsistencies / issues. | assessment brief. However, there are some minor inconsistencies / issues. | assessment brief. |
| :---: | :---: | :---: | :---: | :---: | :---: |
| Target market $10 \%$ | Target Market is poorly identified. It does not address the points listed in the assessment brief. | Target Market is somewhat identified. It somewhat addresses the points listed in the assessment brief. | Target Market is adequately identified. It addresses the points listed in the assessment brief. However, there are some inconsistencies / issues. | Target Market is well identified. It addresses the points listed in the assessment brief. However, there are some minor inconsistencies / issues. | Target Market is very well identified. It addresses the points listed in the assessment brief. |
| Product $15 \%$ | Product strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. | Product strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | Product strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | Product strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. | Product strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well. |
| Price <br> $15 \%$ | Pricing strategy is poorly identified and described; and/or there are some poor | Pricing strategy is somewhat identified and described; and/or there are | Pricing strategy is identified and described; and/or there are adequate | Pricing strategy is well identified and described; and/or there are very good | Pricing strategy is very well identified and described; and/or there are excellent |
recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section.
somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section.
recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section.
recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section.
recommendations; and/or it addresses the points listed in the assessment brief very well.
Place 15%
Place strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section.
Place strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section.
Place strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section.
Place strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section.
Place strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well.
Promotion 15%15 \%
Promotion strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the
Promotion strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat
Promotion strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief.
Promotion strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very
Promotion strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very
recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. recommendations; and/or it addresses the points listed in the assessment brief very well.
Place 15% Place strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. Place strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. Place strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. Place strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. Place strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well.
Promotion 15% Promotion strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the Promotion strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat Promotion strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. Promotion strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very Promotion strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very| | recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. | somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. | recommendations; and/or it addresses the points listed in the assessment brief very well. |
| :---: | :---: | :---: | :---: | :---: | :---: |
| Place 15% | Place strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the assessment brief. There are some substantial issues/ inconsistencies present in this section. | Place strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | Place strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. There are some issues/ inconsistencies present in this section. | Place strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very well. There may be minor issues / inconsistencies present in this section. | Place strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very well. |
| Promotion $15 \%$ | Promotion strategy is poorly identified and described; and/or there are some poor recommendations; and/or it does not address the points listed in the | Promotion strategy is somewhat identified and described; and/or there are somewhat adequate recommendations; and/or it somewhat | Promotion strategy is identified and described; and/or there are adequate recommendations; and/or it addresses the points listed in the assessment brief. | Promotion strategy is well identified and described; and/or there are very good recommendations; and/or it addresses the points listed in the assessment brief very | Promotion strategy is very well identified and described; and/or there are excellent recommendations; and/or it addresses the points listed in the assessment brief very |
MKTG1000 Group Report Sem 22023
assessment brief.
There are some
substantial issues/
inconsistencies
present in this
section.
assessment brief.
There are some
substantial issues/
inconsistencies
present in this
section.| assessment brief. |
| :--- |
| There are some |
| substantial issues/ |
| inconsistencies |
| present in this |
| section. |
addresses the points
listed in the
assessment brief.
There are some
issues/
inconsistencies
present in this
section.
addresses the points
listed in the
assessment brief.
There are some
issues/
inconsistencies
present in this
section.| addresses the points |
| :--- |
| listed in the |
| assessment brief. |
| There are some |
| issues/ |
| inconsistencies |
| present in this |
| section. |
There are some
issues/
inconsistencies
present in this
section.
There are some
issues/
inconsistencies
present in this
section.| There are some |
| :--- |
| issues/ |
| inconsistencies |
| present in this |
| section. |
well. There may be
minor issues /
inconsistencies present
in this section.
well. There may be
minor issues /
inconsistencies present
in this section.| well. There may be |
| :--- |
| minor issues / |
| inconsistencies present |
| in this section. |
well.
"assessment brief.
There are some
substantial issues/
inconsistencies
present in this
section." "addresses the points
listed in the
assessment brief.
There are some
issues/
inconsistencies
present in this
section." "There are some
issues/
inconsistencies
present in this
section." "well. There may be
minor issues /
inconsistencies present
in this section." well.| | assessment brief. <br> There are some <br> substantial issues/ <br> inconsistencies <br> present in this <br> section. | addresses the points <br> listed in the <br> assessment brief. <br> There are some <br> issues/ <br> inconsistencies <br> present in this <br> section. | There are some <br> issues/ <br> inconsistencies <br> present in this <br> section. | well. There may be <br> minor issues / <br> inconsistencies present <br> in this section. | well. |
| :--- | :--- | :--- | :--- | :--- | :--- |
Sources and Evidence 10%10 \%
Inconsistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Did not meet the minimum of 10 academic references
Inconsistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Did not meet the minimum of 10 academic references| Inconsistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. |
| :--- |
| Did not meet the minimum of 10 academic references |
Demonstrates some use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references
Demonstrates some use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references| Demonstrates some use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. |
| :--- |
| Met the minimum of 10 academic references |
Demonstrate s consistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references
Demonstrate s consistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references| Demonstrate s consistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. |
| :--- |
| Met the minimum of 10 academic references |
Demonstrates consistent use of a range of credible, relevant sources and/or data to support key ideas that are pertinent to the discipline and genre of the writing.
Exceeded the minimum of 10 academic references
Demonstrates consistent use of a range of credible, relevant sources and/or data to support key ideas that are pertinent to the discipline and genre of the writing.
Exceeded the minimum of 10 academic references| Demonstrates consistent use of a range of credible, relevant sources and/or data to support key ideas that are pertinent to the discipline and genre of the writing. |
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| Exceeded the minimum of 10 academic references |
Demonstrates skilful use of highquality, credible, relevant sources and/or data to develop in depth ideas that are appropriate for the discipline and genre of the writing.
Exceeded the minimum of 10 academic references
Demonstrates skilful use of highquality, credible, relevant sources and/or data to develop in depth ideas that are appropriate for the discipline and genre of the writing.
Exceeded the minimum of 10 academic references| Demonstrates skilful use of highquality, credible, relevant sources and/or data to develop in depth ideas that are appropriate for the discipline and genre of the writing. |
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| Exceeded the minimum of 10 academic references |
Formatting and language 5%
Did not use language that conveys meaning to readers with sufficient clarity and includes some errors.
Document has numerous formatting errors relating to spacing, fonts etc.
Did not use language that conveys meaning to readers with sufficient clarity and includes some errors.
Document has numerous formatting errors relating to spacing, fonts etc.| Did not use language that conveys meaning to readers with sufficient clarity and includes some errors. |
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| Document has numerous formatting errors relating to spacing, fonts etc. |
Uses language sufficiently well to convey basic meaning although errors reduce effectiveness of communication.
Document has multiple formatting errors relating to spacing, fonts etc.
Uses language sufficiently well to convey basic meaning although errors reduce effectiveness of communication.
Document has multiple formatting errors relating to spacing, fonts etc.| Uses language sufficiently well to convey basic meaning although errors reduce effectiveness of communication. |
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| Document has multiple formatting errors relating to spacing, fonts etc. |
Uses language that generally conveys meaning to readers with clarity and writing is virtually error free.
Document has some formatting errors relating to spacing, fonts etc.
Uses language that generally conveys meaning to readers with clarity and writing is virtually error free.
Document has some formatting errors relating to spacing, fonts etc.| Uses language that generally conveys meaning to readers with clarity and writing is virtually error free. |
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| Document has some formatting errors relating to spacing, fonts etc. |
Uses language that effectively conveys meaning to readers with clarity. Any errors which occur do not reduce effectiveness of communication.
Document has little to no formatting errors relating to spacing, fonts etc.
Uses language that effectively conveys meaning to readers with clarity. Any errors which occur do not reduce effectiveness of communication.
Document has little to no formatting errors relating to spacing, fonts etc.| Uses language that effectively conveys meaning to readers with clarity. Any errors which occur do not reduce effectiveness of communication. |
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| Document has little to no formatting errors relating to spacing, fonts etc. |
Uses language that skilfully communicates meaning to readers with clarity and fluency, and is error-free
Document is virtually error free around formatting issues relating to spacing, fonts etc.
Uses language that skilfully communicates meaning to readers with clarity and fluency, and is error-free
Document is virtually error free around formatting issues relating to spacing, fonts etc.| Uses language that skilfully communicates meaning to readers with clarity and fluency, and is error-free |
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| Document is virtually error free around formatting issues relating to spacing, fonts etc. |
Sources and Evidence 10% "Inconsistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Did not meet the minimum of 10 academic references" "Demonstrates some use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references" "Demonstrate s consistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing.
Met the minimum of 10 academic references" "Demonstrates consistent use of a range of credible, relevant sources and/or data to support key ideas that are pertinent to the discipline and genre of the writing.
Exceeded the minimum of 10 academic references" "Demonstrates skilful use of highquality, credible, relevant sources and/or data to develop in depth ideas that are appropriate for the discipline and genre of the writing.
Exceeded the minimum of 10 academic references"
Formatting and language 5% "Did not use language that conveys meaning to readers with sufficient clarity and includes some errors.
Document has numerous formatting errors relating to spacing, fonts etc." "Uses language sufficiently well to convey basic meaning although errors reduce effectiveness of communication.
Document has multiple formatting errors relating to spacing, fonts etc." "Uses language that generally conveys meaning to readers with clarity and writing is virtually error free.
Document has some formatting errors relating to spacing, fonts etc." "Uses language that effectively conveys meaning to readers with clarity. Any errors which occur do not reduce effectiveness of communication.
Document has little to no formatting errors relating to spacing, fonts etc." "Uses language that skilfully communicates meaning to readers with clarity and fluency, and is error-free
Document is virtually error free around formatting issues relating to spacing, fonts etc."| Sources and Evidence $10 \%$ | Inconsistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. <br> Did not meet the minimum of 10 academic references | Demonstrates some use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. <br> Met the minimum of 10 academic references | Demonstrate s consistent use of credible, relevant sources and/or data to support ideas that are situated within the discipline and genre of the writing. <br> Met the minimum of 10 academic references | Demonstrates consistent use of a range of credible, relevant sources and/or data to support key ideas that are pertinent to the discipline and genre of the writing. <br> Exceeded the minimum of 10 academic references | Demonstrates skilful use of highquality, credible, relevant sources and/or data to develop in depth ideas that are appropriate for the discipline and genre of the writing. <br> Exceeded the minimum of 10 academic references |
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| Formatting and language 5% | Did not use language that conveys meaning to readers with sufficient clarity and includes some errors. <br> Document has numerous formatting errors relating to spacing, fonts etc. | Uses language sufficiently well to convey basic meaning although errors reduce effectiveness of communication. <br> Document has multiple formatting errors relating to spacing, fonts etc. | Uses language that generally conveys meaning to readers with clarity and writing is virtually error free. <br> Document has some formatting errors relating to spacing, fonts etc. | Uses language that effectively conveys meaning to readers with clarity. Any errors which occur do not reduce effectiveness of communication. <br> Document has little to no formatting errors relating to spacing, fonts etc. | Uses language that skilfully communicates meaning to readers with clarity and fluency, and is error-free <br> Document is virtually error free around formatting issues relating to spacing, fonts etc. |
maintains the schools core values; however, it communicates those values in a concise manner. It is brief and gets to the point but doesn’t compromise looks whatsoever.
parents and their children can partake in at home that work alongside the values of a Montessori education. These videos can be filmed by the school or can be shared from other creators on the platform (with permission). Instagram offers a superior platform to get usergenerated content (Lua, 2023) from a brands community. Through utilising this aspect and
