How a new college has developed into a prestigious institution within three years?
A new college has different challenges. With no history, no students, and no placements, how do you attract the best students for your graduation and post-graduation courses. A deep study and a 360 degree approach could help. Mindcube took the challenge and the results are showing.
When RICS decided to open a new educational college, we knew it’d take a new thought in design, build, presentation and ultimately in communication of the abundant information that had to be generated. A client who’s been setting standards for the built environment sector worldwide for over 148 years means content—and lots of it.
We took time to understand the goals of the college and identified a big need for developing all of the college’s marketing efforts—both online and off. More importantly, it was important to get to know the potential students and building a detailed pshycographics & demographics profiles. Through surveys, interviews, we ended up on five user personas (prospective students, education consultants, faculty, applicants for hire, parents) and respective user journeys across communication platforms.
The biggest challenge on our horizon was developing things from a point of zero. No students. No past placement figures. No parallels. And on top of it Graduation and Post Graduation Degrees in subjects unheard of in India.
Going through the volume of information we discovered that CEO’s of several prominent Indian companies of Real Estate and Banking were already recipients of RICS Chartered qualification. And this information formed the core of the strategy. From there on, it was easy. Having been associated with RICS, it was easy for these CEO’s to see how a college in Built Environment will help in providing the right talent in this skill-short sector and also their organisations. Several of them accepted in being the Brand ambassadors for the college.
The first set of launch advertisements (online and offline), collaterals, open house seminars, exhibitions & career fairs, were all built around this and was widely accepted, both within and outside the organisation.
It was a joy to see the launch in Delhi and the subsequent response from the TG. As admissions gradually poured in, it was the hard work put in by the client’s marketing team and a free hand given to us that was instrumental in the success.”
—shhaival saurabh, director, mindcube
The end of the first admission season was a relief and it opened up several areas to be explored. For one, we now had students, functioning classes and happenings within the college. What this meant was that the social interaction could be better, (instead of static one sided dialogues of the beginning). It also gave us an opportunity to photograph the various aspects of the college life which would also form an important part of future collaterals and communication.
It was a joy to see the launch in Delhi and the subsequent response from the TG. As admissions gradually poured in, it was teh hard work put in by the client’s marketing team and a free hand given to us that was instrumental in the success.”
—shhaival saurabh, director, mindcube
This was now a time to interpret the brand and build a solid foundation. We started work on creating a very detailed brand book spread over several months of work and implementation across the organisation.
