SMC x Top Hat

Overview:

Top Hat is an education platform that empowers educators to engage students and unlock their potential through meaningful learning experiences. Its dynamic courseware enables educators to provide personalized, relevant, and equitable learning to students. The client project was led by Director Ariane Guyonnet and supported by Consultants Matthew Tran, Talia Wright, and Nicole Wu.

Problem:

Top Hat approached us to develop a new social media strategy targeting educators and university students to enhance brand awareness and perception. Although already an established brand among educators, it sought to identify or enhance its existing communication channels to reach university students. In addition to determining the most effective channel, they sought content recommendations that would appeal to and attract university students. Furthermore, they desired insights into their strengths and weaknesses in their social media strategy from a student perspective.

Solution:

The team initially provided insights into students' current platform usage and suggested improvements to enhance their experience. The consultants then audited Top Hat's social media accounts to assess its strengths and weaknesses. Based on this research and gathered information, the team formulated a social media strategy that provided crucial insights for platforms such as Instagram, LinkedIn, and TikTok, identifying which platform suited each target market. Ultimately, the consultants recommended that Top Hat expand its presence on TikTok and target university students through this app by promoting educational and relatable content. They utilized Duolingo as a case study to demonstrate how educational companies can create different types of content tailored to each platform's characteristics, thereby achieving success.