01 Brand Voice & Personality
Core Tone
Warm, encouraging, relatable, and authoritative on education. Like a supportive older sibling who also happens to be a brilliant teacher. We speak to parents as partners, not customers. We empower, never lecture.
🇧🇪 Language & Bilingual Identity
English is the primary language, with Kiswahili phrases woven in naturally to reflect how Kenyan parents actually speak. This is not translation; it is code-switching with purpose.
| Context | Kiswahili Phrase | Usage Example |
|---|---|---|
| Celebrations | Hongera! | "Hongera! Your child just mastered fractions!" |
| Casual greeting | Mambo? | "Mambo? Here's your weekly tip from Mwalimu." |
| Brand reference | Mwalimu | "Ask Mwalimu" is our core CTA |
| Collective identity | Watoto wetu | "Watoto wetu deserve world-class tutoring." |
| Encouragement | Tuko pamoja | "Tuko pamoja in this education journey." |
| Call to action | Twende! | "Ready to start? Twende! Sign up free." |
✅ Do's
- Use local references (Kenyan schools, foods, landmarks, matatu culture)
- Celebrate small wins and incremental progress
- Share practical tips parents can use immediately
- Use storytelling with real-feeling scenarios
- Be inclusive of all regions, tribes, and backgrounds
- Acknowledge the challenges parents face honestly
- Show diverse Kenyan children and families
- Use humor that resonates locally
❌ Don'ts
- Don't be condescending about education challenges
- Don't use complex jargon (AI, machine learning, neural networks)
- Don't bash competitors or traditional education
- Don't use stock photos that look non-Kenyan
- Don't over-promise results or guarantee grades
- Don't make parents feel guilty for not using us
- Don't ignore rural or low-income audiences
- Don't post content that only works in English
Voice Examples
| Instead of This | Say This |
|---|---|
| "Our AI uses advanced neural networks to personalize learning" | "Mwalimu learns how your child thinks and teaches them in a way that clicks" |
| "Subscribe now for premium features" | "Give your child the extra support they deserve — plans start free!" |
| "Your child is behind in mathematics" | "Maths getting tricky? Mwalimu breaks it down step by step. Tuko pamoja!" |
| "Download our education application" | "Mwalimu is ready! Saidia mtoto wako today." |
02 Target Audience Personas
Carol is a marketing professional in Westlands. She currently pays KES 8,000/month for a private tutor who sometimes cancels or teaches at a pace that doesn't match her daughter's needs. She wants quality, consistency, and the ability to track progress on her phone during her commute.
Brian works in a mid-level government position. He deeply values education but cannot stretch the family budget for a private tutor. He feels guilty when he sees his neighbors' children getting extra help. He needs to know that affordable (or free) help exists and that it is genuinely effective.
Teresa teaches Grade 5 at a public school with 55 students per class. She adopted CBC curriculum training early but struggles to give individual attention to students who are falling behind. She looks for tools that can extend her reach and lighten her grading workload, and she is an active content creator on TikTok where she shares teaching tips.
Ruth runs a small farm and a market stall. The nearest quality school is 15km away, and after-school tutoring simply does not exist in her area. She has a basic smartphone with intermittent internet. She wants her children to have the same opportunities as urban kids. Cost and connectivity are her biggest barriers.
03 Platform Strategy
Content Mix
Optimal Posting Times
| Time Slot | Audience | Content Type |
|---|---|---|
| 7:00 – 8:00 AM | Parents during morning commute | Quick tips, motivational quotes, stories |
| 12:00 – 1:00 PM | Lunch break scrolling | Longer educational posts, carousels |
| 7:00 – 9:00 PM | Evening wind-down | Product demos, testimonials, engagement |
Content Ideas
- "Did You Know?" — Fun CBC facts with on-screen text and trending audio
- AI Tutor Reactions — Record real responses from the AI, parents react
- Quick Challenges — "Can YOU solve this Grade 5 math problem?" with timer
- Kiswahili Minute — 60-second Kiswahili language tips with fun visuals
- Teacher Skits — Relatable classroom moments featuring Mwalimu as the solution
- Before/After — "Before Mwalimu vs. After Mwalimu" transformations
Strategy
- WhatsApp Business Profile: Complete with catalog showing pricing plans, feature descriptions, and sign-up link
- Daily Tips Broadcast (opt-in): One educational tip per day at 4:00 PM — timed to when children get home from school
- Referral Mechanics: Shareable "Invite a friend" links with incentives (e.g., 1 free week of Premium)
- Customer Support: Respond to inquiries within 2 hours during business hours (8 AM - 8 PM EAT)
- WhatsApp Status: Daily tips, motivational quotes, product updates, success stories
- School Parent Groups: Partner with existing school WhatsApp groups for referrals (with admin permission)
Content Mix
- Education Policy Commentary: Thoughtful takes on CBC implementation, MOE announcements
- EdTech Insights & Data: Share statistics about digital learning in Kenya
- CBC Curriculum Threads: In-depth explainers that demonstrate expertise
- Stakeholder Engagement: Interact with education journalists, officials, and advocates
- Quick Tips: Bite-sized parent advice that gets retweeted
Content Series
| Series Name | Format | Frequency | Description |
|---|---|---|---|
| CBC Made Easy | Tutorial (5-8 min) | Weekly | Helping parents understand and support CBC learning at home |
| Platform Walkthrough | Screen recording (3-5 min) | Bi-weekly | Feature demos, setup guides, tips and tricks |
| Parent Stories | Testimonial (3-5 min) | Monthly | Real parents sharing their experience with Mwalimu |
| Quick Revision | Shorts (30-60s) | 3x/week | Subject-specific revision clips students can watch |
| A Day with Mwalimu | Animated (5-7 min) | Monthly | Animated educational series featuring the Mwalimu character |
04 Content Calendar Template
A repeatable 4-week cycle designed to move audiences from awareness through to conversion. Each week has a distinct strategic focus while maintaining consistent posting rhythms.
| Day | Platform | Content Type | Theme / Caption Idea | Hashtags |
|---|---|---|---|---|
| Mon | FB + IG | Carousel | "5 things every parent should know about CBC in 2026" — educational carousel with blue brand graphics | #CBCKenya #MwalimuAI #CBCMadeEasy |
| Tue | TikTok | Short Video | "Did you know? CBC has 7 core competencies" — quick facts with trending audio | #CBCKenya #EdTechKenya #LearnWithMwalimu |
| Wed | FB + IG | Video (60s) | "Meet Mwalimu.ai — your child's 24/7 tutor" — product intro video | #MwalimuAI #KenyanEducation #DigitalLearningKE |
| Thu | Twitter/X | Thread | "Why we built Mwalimu.ai: A thread on education access in Kenya" — founder story | #MwalimuAI #EdTechKenya #KenyanEducation |
| Fri | FB + IG + TikTok | Reel / TikTok | "POV: Your child discovers they have an AI tutor" — reaction-style video | #MwalimuAI #LearnWithMwalimu #CBCKenya |
| Sat | YouTube | Tutorial (5 min) | "How to set up Mwalimu.ai in 2 minutes" — walkthrough video | #MwalimuAI #CBCMadeEasy |
| Sun | WhatsApp + IG Stories | Story / Status | "This week's study tip: Create a quiet homework corner" — simple graphic | #KenyanParents #MwalimuAI |
| Day | Platform | Content Type | Theme / Caption Idea | Hashtags |
|---|---|---|---|---|
| Mon | FB + IG | Infographic | "CBC vs 8-4-4: What actually changed?" — comparison graphic | #CBCKenya #CBCMadeEasy #KenyanEducation |
| Tue | TikTok | Challenge | "Can you solve this Grade 5 math problem?" — interactive challenge with timer | #MathChallenge #CBCKenya #MwalimuAI |
| Wed | FB + IG | Carousel | "Grade 4 Math this term: Here's what your child is learning" — strand breakdown | #Grade4 #CBCMadeEasy #MwalimuAI |
| Thu | YouTube Shorts | Short (45s) | "Kiswahili tip: The difference between 'ni' and 'si'" — quick language lesson | #Kiswahili #LearnWithMwalimu |
| Fri | FB + IG | Single Image | "Parent tip Friday: 3 questions to ask after school instead of 'how was your day?'" | #KenyanParents #MwalimuAI #ParentPower |
| Sat | TikTok + IG Reel | Demo Video | "Watch Mwalimu explain fractions in Kiswahili" — screen recording with voiceover | #MwalimuAI #CBCKenya #Kiswahili |
| Sun | WhatsApp + IG Stories | Poll + Tip | "Poll: What's the hardest subject for your child?" + study routine tip | #KenyanParents #CBCKenya |
| Day | Platform | Content Type | Theme / Caption Idea | Hashtags |
|---|---|---|---|---|
| Mon | FB + IG | Testimonial | "'My son went from struggling to confident in 3 weeks' — Carol, Nairobi" | #MwalimuAI #KenyanParents #SuccessStory |
| Tue | TikTok | Parent Reaction | "This mom's reaction when she saw her daughter's progress report" — genuine reaction video | #MwalimuAI #ProudParent #CBCKenya |
| Wed | FB + IG | Community Post | "Weekend challenge: Can your family solve this Grade 6 problem together?" | #MwalimuAI #FamilyLearning #CBCKenya |
| Thu | Twitter/X | Data Thread | "What 10,000 learning sessions taught us about Kenyan children's strengths" — insights thread | #MwalimuAI #EdTechKenya #KenyanEducation |
| Fri | FB + IG + TikTok | Reel | "How this Nakuru dad transformed his son's math skills" — story reel | #MwalimuAI #LearnWithMwalimu #KenyanParents |
| Sat | YouTube | Testimonial (4 min) | "Parent spotlight: The Wanjiku family's learning journey" — sit-down interview | #MwalimuAI #CBCKenya |
| Sun | WhatsApp + IG Stories | Milestone | "Celebrating 5,000 children learning with Mwalimu this week! Hongera!" | #MwalimuAI #Hongera |
| Day | Platform | Content Type | Theme / Caption Idea | Hashtags |
|---|---|---|---|---|
| Mon | FB + IG | Carousel | "Free vs Basic vs Premium: Which plan is right for your family?" — comparison carousel | #MwalimuAI #CBCKenya #KenyanParents |
| Tue | TikTok | Demo Video | "This is what KES 500/month gets your child" — feature walkthrough | #MwalimuAI #CBCKenya #EdTechKenya |
| Wed | FB + IG | Limited Offer | "Refer a friend this week & both get 1 free week of Premium! Twende!" | #MwalimuAI #KenyanParents #ReferAFriend |
| Thu | All Platforms | Live Q&A | "LIVE at 7 PM: Ask us anything about Mwalimu.ai" — founder-led session | #MwalimuAI #AMA #CBCKenya |
| Fri | FB + IG | Retargeting Ad | "Still thinking about it? Start free today — no M-Pesa needed" — conversion push | #MwalimuAI #StartFree |
| Sat | YouTube | Tutorial (5 min) | "How to pay with M-Pesa and start in 60 seconds" — simple conversion video | #MwalimuAI #MPesa #CBCKenya |
| Sun | Broadcast | "New month, new learning goals! Sign up free before school opens. Tuko pamoja!" | #MwalimuAI #NewMonth |
05 Content Pillars
Four strategic pillars that guide all content creation. Every post should map to one of these pillars to ensure a balanced, purposeful feed.
📚 CBC Made Easy
Educational content that positions Mwalimu.ai as the trusted authority on CBC. Helps parents understand and engage with their children's curriculum.
- "5 things every parent should know about CBC assessment" — Carousel breaking down formative vs. summative assessment in plain language
- "Grade 4 Math: What your child is learning this term" — Term-by-term strand breakdown with real examples
- "How to support your child's CBC homework (without stress)" — Practical tips parents can use tonight
- "CBC vs 8-4-4: What actually changed?" — Side-by-side comparison infographic
- "Understanding mastery-based learning in simple terms" — Animated explainer: "It's not about speed, it's about understanding"
- "The 7 core competencies CBC develops in your child" — Each competency illustrated with everyday examples
- "Quick CBC quiz: Test your knowledge!" — Interactive stories/poll quiz for parents
- "Common CBC myths busted" — Myth vs. Fact format addressing parent anxieties
- "How strands and sub-strands work in CBC" — Visual guide to curriculum structure
- "Preparing for Grade 6 assessments: A parent's guide" — Timeline, tips, and what to expect
🎓 Mwalimu Moments
Product showcases and feature highlights that demonstrate the platform's value through demonstration, not description.
- "Watch Mwalimu explain fractions in Kiswahili" — Screen recording of voice tutoring in action
- "Meet your child's 24/7 tutor" — Full product walkthrough video (2 min)
- "From struggling to mastering: The spaced repetition magic" — Show how the system brings back concepts at the right time
- "Voice tutoring demo: Like having a real teacher at home" — Side-by-side of child asking questions and getting spoken responses
- "How the progress dashboard keeps you informed" — Parent-focused walkthrough of tracking features
- "Gamification: Why your child won't want to stop learning" — Show XP, streaks, achievements, and levels
- "Offline mode: Learning even without internet" — Demo showing the app working in airplane mode
- "Setting up your child's profile in 2 minutes" — Quick onboarding tutorial
- "Weekly progress report: What it looks like" — Walkthrough of the actual email report parents receive
- "The whiteboard feature: Show your work, get AI feedback" — Demo of the interactive whiteboard for math
💪 Parent Power
Community-building content that engages parents, encourages sharing, and creates a sense of belonging around shared educational goals.
- "Share: What's the hardest subject for your child?" — Engagement post with poll options and discussion prompt
- "Tag a parent who needs to see this!" — Shareable tip paired with a referral incentive
- "Parent tip of the week" — Recurring series with actionable advice (e.g., "Read with your child for 15 min before bed")
- "Poll: How many hours does your child study daily?" — Data-gathering post that drives comments
- "Success story: From 40% to 85% in mathematics" — Parent testimonial with real progress data
- "How this Nakuru mom transformed her son's math skills" — Story-format video or carousel
- "Weekend learning challenge" — Family-friendly problem solving challenge with prizes
- "Study routine ideas from Mwalimu parents" — Crowd-sourced content from the community
- "Celebrating our community" — Milestone posts (1,000 users, 10,000 lessons, etc.)
- "Behind the scenes: How we build Mwalimu.ai" — Team stories, development process, future features
🇰🇪 Kenyan Excellence
Culturally rooted content that celebrates Kenyan identity, uses local references, and connects education to national pride.
- "Why learning in Kiswahili matters for cognitive development" — Research-backed carousel on bilingual learning benefits
- "Famous Kenyan innovators your child should know about" — Spotlight series on Kenyan scientists, engineers, writers
- "Using matatu math: Real-world problems for Kenyan kids" — Math word problems using local context (fare calculations, change)
- "Celebrating Kenyan teachers on World Teachers' Day" — Tribute post with teacher appreciation stories
- "Mwalimu's guide to Madaraka Day: Learning through history" — Educational content tied to national holidays
- "CBC success stories from across Kenya's 47 counties" — Regional spotlight series featuring diverse families
- "From the market to the classroom: Math is everywhere" — Everyday Kenyan scenarios turned into learning moments
- "Kenyan proverbs that teach valuable life lessons" — Beautiful typography posts with proverbs in English and Kiswahili
- "County spotlight: Education in [county]" — Data-driven posts about education in different counties
- "Building the future: Kenya's next generation of innovators" — Inspirational content about Kenya's tech and education future
07 Influencer & Partnership Strategy
⭐ Micro-Influencers (1K – 50K followers)
The most cost-effective tier for authentic reach. These creators have high trust with their audiences and are often parents or teachers themselves.
| Type | Example Profile | Content Ask | Budget per Post |
|---|---|---|---|
| Parenting Bloggers | Kenyan mom sharing daily parenting tips | Product review + demo reel | KES 5,000 - 10,000 |
| CBC Teacher Creators | Teacher sharing lesson plans and CBC tips on TikTok | Classroom demo + recommendation | KES 5,000 - 10,000 |
| Education TikTokers | Young educator creating "Did you know?" content | Feature showcase + challenge | KES 8,000 - 15,000 |
| Family Vloggers | Family documenting life with school-age children | Authentic usage video + testimonial | KES 10,000 - 20,000 |
🌟 Macro-Influencers (50K – 500K followers)
Strategic campaigns with high-reach creators for brand awareness surges. Focus on lifestyle influencers who are parents, as their endorsement carries more weight.
| Type | Campaign Idea | Budget per Campaign |
|---|---|---|
| Lifestyle Influencers (parents) | "A week with Mwalimu" series — daily stories showing their child using the app | KES 50,000 - 80,000 |
| Education Advocates | Co-hosted live Q&A on CBC challenges and how tech can help | KES 30,000 - 60,000 |
| Celebrity Parents | Endorsement post + shared discount code | KES 80,000 - 100,000 |
🤝 Strategic Partnerships
📱 Safaricom
Bundle Mwalimu subscriptions with data plans. "Education data bundle" that includes Mwalimu Premium + 2GB monthly data. Joint marketing campaigns during back-to-school season.
📚 Kenya Publishers
Cross-promote with CBC textbook publishers (Oxford, Longhorn). QR codes in textbooks leading to Mwalimu lessons. Joint content creation for subject-specific material.
🌎 UNICEF / UNESCO
Education access initiatives and digital learning programs. Position Mwalimu as a tool for bridging the rural-urban education gap. Impact reports and case studies.
🏛️ County Governments
Partner with progressive county education departments to pilot Mwalimu in public schools. Government subsidized access for underserved communities. Co-branded digital learning centers.
👥 PTAs & School Networks
Direct access to parent networks through PTA meetings and school WhatsApp groups. Offer school-wide discounts and teacher dashboard access. Become the recommended after-school tool.
💳 M-Pesa / Financial Partners
Leverage M-Pesa's reach for seamless payments. Explore Lipa na M-Pesa integration for instant sign-ups. Potential "education savings" product partnership.
08 Paid Advertising Strategy
🔊 Facebook & Instagram Ads
Campaign 1: Awareness (Video Views)
| Parameter | Detail |
|---|---|
| Objective | Video Views & Brand Awareness |
| Target Audience | Parents 25-45 in Kenya, interests: education, parenting, CBC, tutoring |
| Creative | 30-second video showing a child happily using Mwalimu with voice tutoring. End card: "Start free today" |
| Placements | Feed, Stories, Reels |
| Monthly Budget | KES 20,000 |
| Expected CPV | KES 0.50 - 1.50 |
Campaign 2: Lead Generation
| Parameter | Detail |
|---|---|
| Objective | Website Traffic & Sign-ups |
| Target Audience | Lookalike audience based on website visitors and current users |
| Creative | Carousel showing 4 key features + pricing plans. CTA: "Sign Up Free" |
| Placements | Feed, Right Column, Audience Network |
| Monthly Budget | KES 15,000 |
| Expected CPA | KES 200 - 400 |
Campaign 3: Retargeting
| Parameter | Detail |
|---|---|
| Objective | Conversions (Sign-up completion) |
| Target Audience | Website visitors (last 30 days) who did not complete registration |
| Creative | Parent testimonial video + "Still thinking about it? Watoto wetu can't wait!" CTA: "Start Free" |
| Placements | Feed, Stories |
| Monthly Budget | KES 10,000 |
| Expected CPA | KES 100 - 250 |
🔍 Google Ads
Search Campaign
| Parameter | Detail |
|---|---|
| Keywords | "CBC tutoring", "online tutor Kenya", "Grade 4/5/6 revision", "CBC homework help", "mwalimu online", "private tutor Nairobi" |
| Negative Keywords | "free PDF", "past papers download", "teaching jobs" |
| Landing Page | Dedicated landing page per grade with sign-up form |
| Monthly Budget | KES 15,000 |
| Expected CPC | KES 20 - 50 |
| Expected CTR | 3 - 5% |
💰 Total Monthly Ad Budget
| Channel | Campaign | Monthly Budget (KES) |
|---|---|---|
| Facebook/Instagram | Awareness | 20,000 |
| Facebook/Instagram | Lead Generation | 15,000 |
| Facebook/Instagram | Retargeting | 10,000 |
| Search | 15,000 | |
| Total Monthly Ad Spend | KES 60,000 | |
09 Analytics & KPIs
Growth Metrics
Engagement Metrics
Conversion Metrics
Measurement Tools
| Tool | Purpose | Cost |
|---|---|---|
| Meta Business Suite | Facebook & Instagram analytics, scheduling, ad management | Free |
| TikTok Analytics | TikTok performance tracking (built-in for Business accounts) | Free |
| Google Analytics 4 | Website traffic attribution, conversion tracking | Free |
| Google Ads | Search ad performance, keyword data | Included in ad spend |
| WhatsApp Business | Message analytics, broadcast metrics | Free |
| YouTube Studio | Video performance, audience retention, subscriber growth | Free |
| UTM Parameters | Track each social post's contribution to sign-ups | Free |
10 Monthly Reporting Template
Submit this report by the 5th of each month, covering the previous calendar month. Share with the full team for alignment.
Section 1: Follower Growth
| Platform | Start of Month | End of Month | Net Growth | Growth % |
|---|---|---|---|---|
| — | — | — | — | |
| — | — | — | — | |
| TikTok | — | — | — | — |
| Twitter/X | — | — | — | — |
| YouTube | — | — | — | — |
| WhatsApp Broadcast | — | — | — | — |
Section 2: Top Performing Posts
| Rank | Platform | Post Description | Reach | Engagement | Clicks |
|---|---|---|---|---|---|
| 1 | — | — | — | — | — |
| 2 | — | — | — | — | — |
| 3 | — | — | — | — | — |
| 4 | — | — | — | — | — |
| 5 | — | — | — | — | — |
Section 3: Engagement Summary
| Metric | This Month | Last Month | Change |
|---|---|---|---|
| Total Reach | — | — | — |
| Total Impressions | — | — | — |
| Total Engagements | — | — | — |
| Avg. Engagement Rate | — | — | — |
| Total Link Clicks | — | — | — |
| DM Inquiries | — | — | — |
Section 4: Website Traffic from Social
| Source | Sessions | New Users | Sign-ups | Conversion Rate |
|---|---|---|---|---|
| — | — | — | — | |
| — | — | — | — | |
| TikTok | — | — | — | — |
| Twitter/X | — | — | — | — |
| YouTube | — | — | — | — |
| — | — | — | — |
Section 5: Paid Ads Performance
| Campaign | Spend (KES) | Impressions | Clicks | CTR | CPA (KES) | Conversions |
|---|---|---|---|---|---|---|
| FB/IG Awareness | — | — | — | — | — | — |
| FB/IG Lead Gen | — | — | — | — | — | — |
| FB/IG Retargeting | — | — | — | — | — | — |
| Google Search | — | — | — | — | — | — |
| Total | — | — | — | — | — | — |
Section 6: Learnings & Next Month Adjustments
- What worked well: [Top 3 wins and why]
- What underperformed: [Bottom 3 posts/campaigns and hypothesis]
- Audience insights: [New learnings about what resonates]
- Content adjustments: [Changes to content mix, timing, or format]
- Budget reallocation: [Any shifts between campaigns or platforms]
- Next month priorities: [Top 3 focus areas]
11 Crisis Communication Plan
🔴 Scenario 1: Negative Reviews or Complaints
| Step | Action | Timeline |
|---|---|---|
| 1 | Acknowledge the complaint publicly with empathy: "Pole sana, we hear you and want to help." | Within 2 hours |
| 2 | Move the conversation to DM/private: "Let's sort this out together. Please DM us your details." | Same reply |
| 3 | Investigate the issue internally with the relevant team | Within 4 hours |
| 4 | Resolve and follow up privately with the customer | Within 24 hours |
| 5 | If resolved well, ask if they'd be willing to update their public comment | After resolution |
🔴 Scenario 2: Platform Outage
| Step | Action | Timeline |
|---|---|---|
| 1 | Post across all platforms: "We're aware Mwalimu is experiencing issues. Our team is on it!" | Within 30 minutes |
| 2 | Provide updates every 30 minutes with estimated resolution time | Ongoing |
| 3 | Share when the issue is resolved: "Tuko sawa! Mwalimu is back and ready for watoto wetu." | Upon resolution |
| 4 | Post-mortem: Brief explanation of what happened (no technical jargon) | Within 24 hours |
🔴 Scenario 3: Data Privacy Concern
| Step | Action | Timeline |
|---|---|---|
| 1 | Activate prepared statement emphasizing child data protection measures | Within 1 hour |
| 2 | Outline specific security measures: encrypted data, no data selling, GDPR-compliant deletion | Within 2 hours |
| 3 | Offer direct line to speak with a team member for concerned parents | Within 4 hours |
| 4 | Publish a detailed blog post / FAQ about data practices | Within 24 hours |
🔴 Scenario 4: Competitor Attacks
| Principle | Action |
|---|---|
| Stay Positive | Never respond directly to attacks. Focus on your own value proposition. |
| Amplify Strengths | Increase testimonial and success story content during these periods. |
| Community Shield | A strong community will defend you organically. Invest in relationships. |
| Differentiate | Emphasize unique strengths: bilingual, offline mode, M-Pesa, CBC-specific. |
- Never delete negative comments (unless abusive/spam)
- Never argue publicly
- Always respond with warmth and empathy
- Escalate to the founder if the crisis trends nationally
- Document all incidents for process improvement
12 Launch Campaign: "Mwalimu Amesimama"
"The Teacher Has Arrived" — A 2-week multi-platform launch campaign designed to create anticipation, deliver a memorable reveal, and drive initial user acquisition.
Phase 1: Teaser (Week -1)
Build curiosity without revealing the product. Create the feeling that something important is about to happen for Kenyan education.
Day 1-2: Mystery Posts
All Platforms: Dark background with glowing graduation cap icon. Text: "Something is coming for Kenyan education..." No branding. No logo.
WhatsApp Status: Same image with "Habari kubwa inakuja... Stay tuned."
Day 3-4: Hint Posts
All Platforms: "What if every child in Kenya had a personal tutor?" — Text-only post with blurred screenshot of the app in the background.
Micro-influencers: Send pre-briefing kits. They post: "I just saw something that will change how our children learn. More soon..."
Day 5-6: Countdown
IG/FB Stories: Daily countdown stickers. "3 days... 2 days... 1 day..."
Twitter/X: "In 48 hours, watoto wetu get a new advantage. #MwalimuAI #MwalimuAnesimama"
Day 7: Eve of Launch
All Platforms: "Tomorrow. 🎓 Mwalimu Amesimama. #MwalimuAI" — Clean branded post with full logo reveal.
Email blast: To pre-registered waiting list (if any): "Be the first to meet Mwalimu tomorrow."
Phase 2: Launch Day
Coordinated reveal across all platforms. Every post goes live within a 2-hour window for maximum impact.
| Time (EAT) | Platform | Content |
|---|---|---|
| 7:00 AM | All Platforms | Main reveal video (90s): "Mwalimu Amesimama" — Cinematic video showing children across Kenya (Nairobi, Nakuru, Bungoma) using the app. Voiceover in English & Kiswahili. End: "Start free today." |
| 8:00 AM | YouTube | Extended launch video (3 min): Founder story + full product walkthrough + vision |
| 9:00 AM | Twitter/X | Founder thread: "Today we launch Mwalimu.ai. Here's why I built it..." (8-10 tweets) |
| 10:00 AM | Influencers | All 10+ influencers post simultaneously with unique discount codes |
| 12:00 PM | FB + IG | Feature carousel: "What Mwalimu can do for your child" — 8-slide feature showcase |
| 3:00 PM | Broadcast to all contacts: "Mwalimu Amesimama! Kenya's first AI tutor for CBC. Sign up free: [link]" | |
| 7:00 PM | IG + FB Live | Live Q&A with the founder. Demo the product live. Answer parent questions. 45 minutes. |
Phase 3: Week 1 — Feature Spotlights & Free Trial Push
Days 1-2: Voice Tutoring Spotlight
Demo videos showing the voice tutor in action. "Like having a real mwalimu at home." Parent reactions to hearing the AI teach in Kiswahili.
Days 3-4: Gamification Spotlight
"Why your child won't want to stop learning" — Show XP, levels, streaks, achievements. Kids react to earning badges.
Day 5: Offline Mode Spotlight
"No internet? No problem." Demo showing the app working offline. Critical for Rural Ruth persona. Target rural counties in ad targeting.
Day 6: Progress Tracking Spotlight
"Know exactly how your child is doing" — Walk through the parent dashboard. Weekly reports. Subject heatmaps.
Day 7: Live Q&A #2
Second live session focused on "How to get started" — live walkthrough of registration, setting up a child profile, and the diagnostic test.
Phase 4: Week 2 — Social Proof & Referral Program
Days 8-9: First Testimonials
Share the first parent testimonials from early users. "Hongera to the first 1,000 families who joined Mwalimu!" Video testimonials from 3-4 parents.
Day 10: School Partnership Announcement
Announce first school partnerships. "Mwalimu is now recommended by [X] schools in [County]." Joint posts with partner school social accounts.
Days 11-12: Referral Program Launch
"Invite a friend, both get 1 free week of Premium!" Shareable referral graphics for WhatsApp. Referral leaderboard: "Top 10 Mwalimu ambassadors this week."
Day 13: Community Milestone
Celebrate the first 5,000 users. Animated counter graphic. "5,000 watoto wetu are already learning with Mwalimu. Hongera!"
Day 14: What's Next
"The journey has just begun" — Teaser of upcoming features. Thank the community. Transition into the regular content calendar.
Launch Budget Summary
| Item | Budget (KES) |
|---|---|
| Launch video production (90s cinematic + 3min extended) | 150,000 |
| Micro-influencer posts (10 creators) | 100,000 |
| Macro-influencer campaign (2 creators) | 120,000 |
| Facebook/Instagram ads (2 weeks, boosted reach) | 80,000 |
| Google Ads (launch keywords) | 30,000 |
| Branded content and graphic design | 50,000 |
| Referral program incentives (free Premium weeks) | 30,000 |
| Total Launch Budget | KES 560,000 |
Mwalimu.ai
Social Media Strategy — 2026
Confidential — For Internal Use Only
Last updated: February 2026