KELLETT: Digital Media Guide Updated January 2019

At Kellett School, we have a variety of digital channels in which we communicate different types of information. This document explains what are platforms are, as well as their purpose.

WEBSITE The Kellett website is our primary marketing tool alongside paid advertising. Any content added must be judged through the lens of whether it is the best/appropriate messaging for prospective parents. The News section should be updated monthly at the very least with the strongest stories for marketing. www.kellettschool.com

OK WEBSITE This is aimed purely at OKs and should contain content of interest to former students, staff and parents. Over time the bias should move towards former students. Every two months a newsletter should be issued with a clear call to action. Other content of interest should be populated on the site in between newsletters to ensure it is different week to week. alumni.kellettschool.com

FACEBOOK The school’s Facebook page is where we showcase to parents the huge range of activities going on across all three schools. We need to ensure balance between campuses, age groups, academics & extra-curricular. We should also bear in mind that the page is open to prospective parents. We try to post once per day in term time. All parents should be encouraged to follow us on Facebook. We do not include information about external events unless they are school-sponsored. www.facebook.com/kellettschool

FACEBOOK - Kellett Parents This is not controlled or overseen by Kellett. We monitor but avoid engaging on posts unless absolutely necessary. Where necessary we should encourage parents we are familiar with to respond. The Parents’ Committee are encouraged to use this page as a community builder where parents can interact with one another. There is a second Kellett Parents page which is intended as more of a marketplace. We monitor this but similarly avoid engaging unless absolutely necessary. https://www.facebook.com/groups/244404375759149/

TWITTER This is the channel by which we communicate with parents with differentiated content. There are separate handles for each school, and faculty areas. Staff use these to showcase life at Kellett. Further guidance on this for staff is available. The Communications team will select the best content for the

Kellett School Association Limited Tel: (852) 3120 0700 Pok Fu Lam Campus 2 Wah Lok Path, Wah Fu, Pok Fu Lam, Hong Kong Fax: (852) 2875 0262 Kowloon Bay Campus 7 Lam Hing St., Kowloon Bay, Hong Kong Fax: (852) 2305 2292 www.kellettschool.com

School’s official Twitter account, where content selection needs to take into consideration that prospective parents may be following too. www.twitter.com/kellettschool K NEWS K News is the primary way in which feed information to parents. This is always forward looking in content, it avoids the use of pictures/video and is supposed to be a short, factual, informative reference for parents. If parents read nothing else we want them to read this. We do not include information about external events unless they are school-sponsored.

THE DRAGON The school magazine which comes out twice a term seeks to showcase the wealth of activities taking place across all schools. It is backward looking and celebratory. Each edition is loosely themed and should contain a message from the Principal (or one of the Heads). There are regular sections for Parents’ Committee to include retrospective features and news.

INSTAGRAM Instagram is another platform in which we communicate snapshots of school life with our community. We tend to have a fair amount of students/alumni who follow the account, as Instagram’s popularity with a younger demographic has overtaken Facebook. www.instagram.com/kellettschool

PARENTS PORTAL This is where parents should know to go to for stored information and forms. The layout is to be revamped to ease navigation. The content should largely remain the same and parents should know to go there to find old copies of K News, handbook information, weather guidance and forms relating to buses, ECAs, uniform and all staff and Parents’ Committee contact details. www.kellettschool.com/login

YOUTUBE YouTube is used a repository for school videos. We do not actively promote or manage a school YouTube page. https://www.youtube.com/user/KellettSchoolHK