Aarti Chhabra, New Delhi
Gone are the days when word-of-mouth publicity worked for schools, colleges, and other educational institutes. Word-of-mouth is still very relevant but standing out from the clutter of options requires a well thought through strategy.
Once upon a time when a bright student shared his aspiration to be an engineer, he was told to crack the highly competitive IIT entrance examination. It is a different story today as multiple options have surfaced and each institute claims to have international tie-ups, high quality infrastructure, state-of-the-art technology and a promise of on-campus placements too. With every institute claiming to be the best, how does the consumer decide? This is where successful brand positioning plays a crucial role in bringing out the differentiating factor.
With increasing competition today, there is a growing awareness within the community to market a school/college and establish the institution as a brand, attract quality students and stay ahead of competition at all times. As the professional world is widening, the institutional advertising has become more organized and equivalent to promoting a brand. So, as the admission-time approaches outdoor advertising competes for the consumer's mind space. OOH Ads lure students on the basis of state-of-the-art infrastructure, facilities, and recognition awards.
True to this, four India's leading coaching institutes in Mumbai, ''Vidyalankar Classes', 'JK Shah', 'Mahesh Tutorials' and 'Nahar School' went big on the outdoor. For all the campaigns, the OOH Company Bright Outdoor has mostly used large media formats including billboards in crowded attracting places in Mumbai.
For frequency building, the agency used bus back panels across Mumbai to reinforce the central message for all the institutes.
Yogesh Lakhani, CMD, Bright Outdoor, said "Bright Outdoor successfully planned and executed their campaigns earlier and in this current visibility drive we have created memorable flashes for them in order to build high recall and strong brand association."
Bright Outdoor successfully created a broad outdoor canvas for all the institutes in Mumbai.