top of page
SERVICES
SCHOOL OF CONCEPTS
BRIEF
During my summer internship at School of Concepts (SOC), a social enterprise that dedicates 30% of their funds towards running tuition programs for underprivileged children, I was tasked with strengthening SOC's brand identity and communicating it to the parent community.
BRAND DIAGNOSTICS
School of Concepts had limited visibility and a weak presence on YouTube, a platform its competitors were actively using to disseminate information about their services. I decided to go one step further. Instead of making it purely about getting that A+, I decided to showcase every aspect of the SOC culture - from the teachers to how the definition of success for each student can vary, from individual to individual. The aim was to drive home the message: Equal opportunities for everyone, as each child is unique in their own way. At SOC, little ones can unfurl their wings the way they want to, when they want and how they want to.
BRAND AUDIT
School of Concepts has developed an award winning syllabus and innovative teaching methods, which only a few competitors have been able to replicate. The big idea was to communicate this to parents in an engaging way.
BRAND ARCHETYPE
SOC's current persona was somewhat a "Caregiver", catering to children with learning disabilities and difficulties and underprivileged students. SOC could strengthen this facet by showcasing this to the parent community regularly. I also recommended SOC to incorporate "The Magician" persona into their profile, they could position themselves as center of wonder to children. With their unusual teaching methods - painting while learning phonics, dancing while learning numbers, I could see that kids loved to come back to SOC. Parents would be overjoyed to see their children learning while having fun or doing their favorite thing.
SERVICES
EXECUTION
BRAND TOUCHPOINTS
I developed 5 marketing campaigns (story episodes) in order to express SOC's culture and mission:
SOC Story Episode 1: #SuccessInTheSimplestOfThings
This campaign was created to change the definition of success in parent’s minds. Success may not be just about getting good grades or excelling academically, but also about celebrating the small wins. Your child learnt how to swim their first stroke – that’s success! They learnt how to share a meal with their friends? – that is success!
SOC Story Episode 2: #EducationDemystified
This campaign was created to showcase the unique teaching methods at SOC. Quality education is not measured in terms of grades or a perfect report card, but the process of learning. At SOC, we want to shape lifelong learners, individuals who have fallen in love with the process of acquiring new skills and continue to be curious even as adults.
SOC Story Episode 3: #TeacherFeature
The heroes of SOC's story, a comforting presence to the students and a helpful and reassuring voice to the parents: this campaign dove deep into the stories of SOC teachers. What drives them? What drew them to teaching? What do they love about their job? Find your answers below.
SOC Story Episode 4: #CultureChronicles
We've heard about the teaching methods, we've listened to the tales of students and teachers alike. What about the story of SOC? The wise who say it, say it right, an organization is only as good as its culture. What values drives our social enterprise? What principles does it live by? Read on to know more.
Crafting content in the form of posts
Developed, shot, edited and narrated videos
Crafting content in the form of posts
Developed, shot, edited and narrated videos
Crafting content in the form of posts
Developed, shot, edited and narrated videos
Crafting content in the form of posts
Developed, shot, edited and narrated videos
SERVICES
THE ALPHABET EXPLORER: THE BIG LAUNCH
In order to give the story a grand finish, the final episode was dedicated to launching the SOC App, that used augmented reality to aid pre-school students in learning the alphabets. The advertisement for the app was shot and narrated in three different languages (Hindi, English and Bahasa) in order to launch it in Singapore, Indonesia and India. Happy watching!
SO WHAT NOW?
At the end of the three month stint, SOC's YouTube subscriber base (mostly composed of parents) had grown by a whopping 100 times! Comments poured in from SOC parents congratulating it on being a brand with a refreshing and holistic outlook on education. The campaigns enhanced brand equity of in SOC parent's minds - they started lauding the teachers on the vision SOC was trying to build, more than the services or offerings. SOC's YouTube channel currently boasts a subscriber base of 12.5k and counting.
App Advertisement: English
App Advertisement: Hindi
App Advertisement: Bahasa
bottom of page