Education Case Study

VIBGYOR High

Brief

  • Build positive brand image and credibility from the controversy-driven perception
  • Bridge the communication gap with media, post crisis
  • Position VIBGYOR High as a leading institute for academic excellence in India
  • Establish VIBGYOR High amongst the top consideration set for parents
  • Promote schools in six cities through PR activities
  • Develop and maintain cordial media relationship with the school management
  • Educate target media with the institution's philosophy and self-curated curriculum
  • Promote various brand properties - VIBGYOR Viva, VHMUN and more
  • Position spokesperson as an influential industry leader
  • Raise profile of 'VIBGYOR High' - Through relevant space in industry discussions/non-media activities and garner share of voice
  • Initiate and participate in industry trend stories

Challenges

  • Low brand visibility across target markets about its academic excellence and distinctiveness
  • Negative perception accelerated by controversies in Mumbai and Bengaluru
  • Not considered as a noteworthy educational institute amongst media as compared to peers
  • Lack of continuous flow of information to media

Strategy

  • Regular media interface by highlighting key messages through one-one-one interactions, Q&A interviews and press releases
  • Timely response to media during crisis situation with factual information
  • Garnered maximum media mileage on brand differentiators in target cities
  • Promoted positive news and achievements in controversy-led areas
  • Proactive participation in industry trend stories
  • Created brand visibility through speaker opportunities and education accolades
  • PR Roll-out Plan

  • One-on-one interactions with key education media
  • Authored articles in trade magazines
  • Exclusive interview initiative with mainline publications
  • Preparation and dissemination of press release in target cities
  • Quotes on industry stories
  • Institution profiling
  • Media presence for school specific activities and events
  • Proactive stories by updating client on latest developments/announcements in school education sector through media advisories
  • Timely and continuous connect with media during crisis situation (quotes/comments)
  • Speaker opportunities for the spokesperson through regular events mapping /Updates on upcoming school education and leadership events
  • Coverage

      

      

      

    Outcome

    • Enhanced brand image and media visibility
    • Converted negative perception about the brand into positive amongst media
    • Media understands the brand well and values its excellence in education
    • Improved flow of information through regular school updates
    • Enhanced industry leadership for the spokespersons
    • Media Perception Curve

    • Media considers VIBGYOR High as one of the prominent schools in target cities despite of controversies
    • Media receives first-hand and continuous flow of information on all developments
    • Perception of the management improved to approachable
    • o Proactive media requests for the quote from VIBGYOR High in stories (industry/general)
    • Client Testimonial