SMM

first of all understand the target audience here ,you are targeting an age group of around 8-15.In this case doing some social media and other stuff will not attract the direct prospect to your brand/site.
Here you can target indirect way of marketing ,you can use some indirect themes to target parents ,find where the hang on mostly e.g social media,cooking blogs,travel blogs,car guides,property sites etc there you can highlight about your concept.

you can do good sites SEO in this case and have some natural traffic to your site as number of pages on your site will be limited ,you need to use blog here.Create good content and market it very intelligently ,work on communication part need to select inbound communication method e.g how you can change the future of your child with us?
 
In social media marketing you need these things to do regularly

1.Post your link regularly
2.Login using social networking sites
3.Create more and more network.
 
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