Semester Project · 40 Marks
Practical Brand Growth Strategy & Execution Plan
HCC (Hafiz Coaching Center)
A semester project presenting local market research, customer journey design, content assets and KPI tracking for a neighbourhood coaching centre.
- Student Name
- Mohammad Mahad Khursheed
- Roll Number
- EB25266106032
- Course
- Digital Advertising and PR
- Program
- BS Digital Media Marketing (DMM)
- Department
- Mass Communication
- University
- University of Karachi
Part 1
8 MarksLocal Market Research & Communication Audit
Customer Feedback Gathering
Parent 1 — Mother of a Class 9 student
- Main Complaint
- Too many students in one batch, so her son does not get individual attention in Maths.
- Hesitation Before Buying
- Was not sure about the teachers' qualification because nothing was shown online.
- Preferred Ordering Method
- Prefers to send a WhatsApp message and get fee details in reply.
Parent 2 — Father of a Class 10 student
- Main Complaint
- Timings changed without notice and there was no proper reminder or announcement.
- Hesitation Before Buying
- Wanted to see past results before paying the admission fee in advance.
- Preferred Ordering Method
- Prefers a phone call first, then confirms admission on WhatsApp.
Student 3 — Intermediate (Pre-Engineering)
- Main Complaint
- No regular test series or self-assessment, so she cannot judge her own preparation.
- Hesitation Before Buying
- Feared the fee was non-refundable if the teaching style did not suit her.
- Preferred Ordering Method
- Prefers to fill a short online form / WhatsApp the centre instead of visiting.
Communication Gap Analysis
The One Major Communication Gap
HCC's social media presence is "announcement-only". Posts are limited to admission-open notices and holiday greetings, with no proof of teaching quality — no result cards, no student testimonials, no classroom clips, and no teacher introductions. As a result, a parent who discovers HCC online has no way to judge credibility before visiting, and no clear next step to enquire. The gap is therefore a missing trust-and-proof layer between "seeing the page" and "taking admission", combined with the absence of a single, obvious contact route (posts do not carry a click-to-WhatsApp action).
Proof of Original Research
Upload the evidence collected during the audit: WhatsApp chat screenshots with parents, voice-note references from the interviews, and photographs taken at the centre.
Parent
Recording 1
Student
Recording 2
Part 2
7 MarksCustomer Journey & Trust-Building Strategy
The 3-Step Customer Journey
Awareness
A parent in the neighbourhood sees a Facebook post or a boosted 14th August campaign creative, or hears about HCC in a local WhatsApp group. Goal at this stage: make HCC visible and recognisable as the area's serious coaching option.
Consideration
The parent checks the page for proof: result cards, topper photos, teacher introductions, short classroom videos and parent testimonials. Goal at this stage: replace doubt with evidence and show what a class actually looks like.
Buying Decision
The parent taps the Click-to-WhatsApp button, receives fee structure, timings and a free demo-class offer within minutes, then confirms admission. Goal at this stage: remove friction and answer instantly.
Overcoming Online Hesitation
Three trust assets are used to answer the hesitations recorded in the interviews. First, a free demo class: any new student may attend one full session before paying, which removes the fear of a non-refundable fee. Second, result cards and topper posts: verified board result screenshots and topper photographs (shared with permission) are posted every result season as public proof of outcomes. Third, video testimonials from current parents and students, kept short and unscripted so they feel authentic rather than promotional. Together with teacher-introduction posts stating qualification and teaching experience, these assets convert an unknown local brand into a verifiable one.
Easy Ordering Mechanism — WhatsApp Admission CTA
Every post, story and ad carries one action only: "Message on WhatsApp". A Click-to-WhatsApp link opens a chat with a pre-filled message ("Assalam-o-Alaikum, I want admission details for Class ___"). On WhatsApp Business, a greeting message replies instantly, quick replies send the fee structure, timings and location, and a catalogue lists each class/subject package. The admission is confirmed in the same chat and labels (New Enquiry / Demo Booked / Admitted) are used to follow up, so a parent never has to visit the centre just to ask a question.
Part 3
10 MarksPlatform Selection & Content Creation
Platform Justification
Facebook is where the decision-maker sits: parents aged 30–50 in Karachi's local neighbourhoods are the most active audience on the platform. Its radius-based location targeting lets HCC advertise within 3–5 km of the centre at very low cost, and the Click-to-WhatsApp objective sends enquiries straight into the chat where admissions are closed. Facebook also allows longer post copy, result-card albums and reels in one place.
WhatsApp Business
Local / conversion platformWhatsApp is the default communication habit of local parents — the interviews confirmed all three preferred it. WhatsApp Business adds a catalogue for class packages, automated greeting and away messages, quick replies for fee and timing questions, and labels for follow-up. It is where trust is built one-to-one and where the admission is actually confirmed, making it HCC's real point of sale.
Asset #1 — Social Media Visual Post
Click-to-WhatsApp admission post for Facebook (single poster or 3-slide carousel).
Caption
Admissions open at Hafiz Coaching Center. Small batches, weekly tests and personal attention for Class 8 to Intermediate. Book a FREE demo class today — message us on WhatsApp and get the full fee structure and timings in one minute.
Hashtags
Asset #2 — Short-Form Video
A 20–30 second reel: teacher introduction plus a classroom moment, ending with the WhatsApp call-to-action. Upload the video file, or paste a Google Drive / YouTube link.
Part 4
10 Marks14th August Tactical Campaign
Campaign Big Idea — "Azaadi Discount"
From 11th to 14th August, HCC runs an Azaadi Offer built on a patriotic cultural hook: "Is Azaadi, apne bachay ko kamyabi ki azaadi dein." New admissions taken in these four days receive a 14% Azaadi discount on the first month's fee (14 for 14th August), plus one completely free test-preparation session. The offer is limited to the campaign window and to a fixed number of seats, which creates genuine urgency, while the patriotic framing — green-and-white creatives, flag motifs, Independence Day greeting first and offer second — makes the promotion feel like a community celebration rather than a hard sell.
Asset #3 — 14th August Campaign Creative
Independence Day promotional banner or reel carrying the Azaadi Discount offer and the WhatsApp CTA.
Micro-Creator PR Kit Plan
Two local micro-creators from the same area are selected: one student-life page (roughly 3–8k followers) and one Karachi neighbourhood/food page whose audience is largely parents. Each receives a free sample of the service instead of a paid fee: one full week of free classes for the creator or a family member, a free mock test with a written performance report, and a small physical PR kit — an HCC notebook, pen, a 14th August badge and a printed Azaadi Discount card with a QR code linking to the WhatsApp chat.
Instructions given to them: post one reel or story set during 11–14 August showing the actual visit or class experience in their own words, mention @HafizCoachingCenter and the Azaadi Discount with its 14th August deadline, add the WhatsApp link or QR sticker to the story, disclose the collaboration honestly, and avoid scripted claims — no promises about guaranteed marks. Each creator sends back a screenshot of story views and DM enquiries so their contribution can be measured against the campaign KPIs.
Part 5
5 MarksKPI Linking Table
| Business Goal | Created Digital Asset | Key Metric (KPI) to Track |
|---|---|---|
| Brand Awareness | Asset #3 (14th August Promo) | Views, Impressions, Reach |
| Sales & Orders | Asset #1 (Click-to-WhatsApp Social Ad) | Number of Orders, Cost Per Sale |
| Customer Engagement | Asset #2 (Short-Form Video) | Comments, Shares, Likes |