Education Public Relations / January 20, 2020
To chalk out a specific media strategy plan for Ansal University in the field of education by showcasing the best of all 8 schools, offbeat UG & PG courses and unique amenities of the brand
Context
Established in 2012, Ansal University is located at a central location, Sushant Lok, Gurugram, which serves to be a hub of multinational companies. The university has eight schools offering a gamut of courses on subjects like Planning & Development, Architecture, Engineering, Design, Law, Management, Health Sciences and Hospitality. With emphasis to providing top-notch education and facilities to the students all over the country, the institute has received appreciation and many awards like National Education Excellence Award for being the Best Private University in Northern India 2017 and the CSR Excellence in Education Award. To give students exceptional knowledge and practical exposure, the university has collaborated with many international universities such as the University of Warwick, Art University of Bournemouth and University of West England and many more.
Communication’s narrative
Ansal University has been a known name in the industry, majorly due to its school of Art and Architecture. The university aimed to be the talk of the town not just for its stream of Arts and Architecture but for its comprehensive education instead. The goal was to highlight the other 7 schools, which initially lacked visibility. Ansal University was established in 2012; however, the market was not too familiar with the university, the 8 schools and the amenities of the university. The brand aspired to achieve more and work on opportunities and media visibility through PR outreach.
Ansal University collaborated with Wishbox Studio with an intent to build the brand’s image in the market and to position the brand as a pioneer in the field of education. The university intended to present all eight of its schools in lead, proving the quality of education at the institution.
Our Strategy
The team took a go-getting approach and formulated a strategic media campaign for the university. The campaign included positioning Ansal University as a niche educational institution, teeming with competent faculty. WishBox created a strong recall value on the educational front which was covered by the press extensively. Vice-Chancellor along with Deans of the schools was extensively pitched in the media by our team. They were promoted with an intent to generate awareness amongst national, business and consumer media as well as educational publications.
The team intended to focus on providing the university with extensive targetted outreach and generating media coverage. Building a healthy rapport of the Vice-Chancellor and the Deans, WishBox portrayed them as the industry leaders.
The “Solution”
Considering the challenges faced by the brand, Wishbox Studio drafted an appropriate communication strategy with a strong narrative being communicated across. Wishbox Studio was in touch with the AU team throughout the process and churned out apt opportunities for the brand, focusing on 2 schools in a month. The team provided the university with offers to interact and convey their message via one-on-one meetings, interactions, Authored articles, Industry features, press releases etc.
Phase 1
The initial approach included highlighting the college admissions, curriculum and schools of Ansal University. The intent was to gain the attention of the school graduates looking for new streams and opportunities. Wishbox Studio decided to roll out a press release in the media to gain substantial traction and media coverage on admissions. The press release got featured by various portals including ANI, Business Standard, Yahoo News, Daily Hunt, UNI and many more.
Wishbox Studio also coordinated a career counselling session in Guwahati, where the brand got placed in vernacular space in publications like Amar Asom, Dainik Janmabhumi, Asom Aditya etc.
Ansal University also cracked an eight pager coverage in CAT A magazine – The Week by Deputy Chief of Bureau, Vijaya Pushkarna. Vice-Chancellor, Dr Raj Singh and Ansal University got placed under the story top 100 universities to look out for along with other prominent leading universities.
Phase 2
Wishbox Studio strategically emphasized on 2 schools per month to showcase their USPs and the curriculum to the media so that all the schools get equal media visibility and recall. The agency lined up various meetings and one-on-one interviews with education, technology, healthcare, and Hospitality specific media. WishBox adopted a holistically communicative approach for the brand via curating a unique action plan. The team conducted one on one meetings, tie-ups, collaborations, MOU signing, events and workshops along with sending out releases to gain media traction for the university. Wishbox Studio was able to present various concept notes and ideas to generate awareness amongst national, business and consumer media as well as educational publications.
**Enclosed are the names of a few workshops and collaborations Wishbox Studio highlighted for the school and University level through media outreach:
Ansal University collaborated with Yuva Healthcare, Perfect Health Mela and Health Care Foundation of India, Medanta Hospital – Medicity, Respiratory Hygiene Workshop. Workshop on Eye Restoration with Dr Paul K Rose, Cybersecurity with Lucideus, Apni Sadak workshop, TEDx Ansal University workshop and others.
Phase 3
Wishbox Studio helped the brand in amplifying their vision and developing its image as a pioneer in the education industry. The agency positioned the Vice-Chancellor and all the deans of the 8 schools in the media. Through a robust media plan and outreach, interviews with respected deans were extensively pitched in the media where they shared their expertise in their fields. Wishbox Studio garnered opportunities for them through Authored Articles, Industry features and interviews. Publications like NDTV HOP, The Times of India, The Pioneer, The Hindu, The Tribune, The Indian Express, The Week, Hindustan Times, The Outlook etc. featured Ansal University and the spokesperson.
Wishbox Studio was able to secure significant and meaningful media placements that not only drove coverage but established an on-going relationship between media, the brand and the spokesperson as well.
Outcome
In a short span of 8 months, our media relations strategy paid off: 10 million media impressions, including cover stories, profiles and major features in top-tier media such as The Times of India, The Indian Express, The Week, Financial Express, New Indian Express, India Today, Careers 360, Hindustan Times, Education Times, The Tribune and many more.
Wishbox Studio worked tirelessly to put across the messaging of the Ansal University aptly and highlighted the USPs, resulting in a top of the mind recall value amongst the media and the public. Our team highlighted the university’s collaborations and offered them various opportunities, tie-ups and workshops to gain brand visibility in the market. Strategising by keeping the spokesperson in lead and promoting all schools and aspects of the university, Wishbox Studio flexed itself for the best outcome. The agency generated 200+ media coverage for eight schools of Ansal University, proving our competency and leadership in the education sector. The agency served Ansal University for 8 months and is still closely working with the university as its PR partners.
