Navrachana International School (NIS), when introduced the International Baccalaureate education system in Vadodara for the first time, it faced admission hurdles due to very low acceptability of the IB curriculum.
Our TG research revealed that a large portion of parents were not aware of the strengths of IB education only . The survey also revealed large presence of a vibrant expat community in Gujarat who preferred to enroll their children in international schools which provides strong Indian value systems. This insight made it clear that we needed to communicate how IB style of teaching is the future and modern countries have been following this pattern.
Our creative team came up with a campaign that highlighted NIS as international school that offered the ‘best of both worlds’, a global curriculum and Indian values. After carefully choosing and monitoring each area for consecutive years, we strategically included vernacular ads in the campaign. This way, we talked directly to a large portion of our TA. The communication strongly conveyed the holistic child development model of NIS.
The result –admissions went up dramatically and now three years down the line the school requires minimal ads. The strong initial communication has gathered enough momentum.