Public Relations Special Projects / January 20, 2024
Making TECH the most sought after education conference in India which is attended by global delegates
Context
The UNESCO Mahatma Gandhi Institute of Education for Peace and Sustainable Development (MGIEP) is UNESCO’s category 1 Research Institute that focuses on Sustainable Development Goal and employs the whole-brain approach to education, with programmes that are designed to mainstream Socio-Emotional Learning in education systems, innovate digital pedagogies and to put youth as global citizens at the center of the 2030 agenda for Sustainable Development.
UNESCO MGIEP hosted the maiden edition of TECH in India that year and the impact had to be created so that it becomes a recurring event. Amalgamating education with tech was a novel concept and WBS had to make a long-lasting impact in the mind of the target audience. WBS not only took this project but also chalked out a sustainable strategy for six months. They also launched iHub at TECH, 2018 which will promote digital learning that will help in providing quality education.
Communication’s narrative
TECH was monitored and attended by International delegates and educationists. The idea of games for learning, and UNESCO MGIEP was to present TECH, 2018 as a first of a kind global event which provided a platform for the dialogue and capacity building across gaming, digital learning, technology and education stakeholders, including students, teachers and young people.
Our Strategy
As a strategic communication partners, we had implemented a three pronged communication approach – educate, sustain and evolve to entail our communication narrative. Our efforts were concentrated towards making it a success so that it becomes a recurring event. Through a balanced mix of PR tools, we created a set demarcation to tap the right audience for its education and corporate vertical. The conference was held in Andhra Pradesh hence the approach focused on creating immense high decibel promotion for TECH among the stakeholders, students and teachers by engaging the national press.
The “Solution”
WBS came on board to provide a strategic solution with a strong communication’s narrative. The idea was to constantly apprise the media and the target media with the upcoming TECH. The constant flow of information to the media supported by in-person meetings to apprise about the nuances and features of TECH helped us to narrate the mission of the event. Led by education and corporate verticals, WBS lined up briefing meetings and on on one interviews with various business and sector-specific media. A unique action plan was chalked out to adapt a holistic communication approach for the event where regular roundtable meetings were organised with Dr. Anantha K. Duraiappah, Director- UNESCO MGIEP to familiarise the media bout TECH and the role it played in education. Business Today, The Times of India, Hindu, The Wire had attended these impactful round table discussions. Not only we made much noise about the conference but also constantly apprised the industry and other stakeholders about the key features of the company. There were many renowned educationists who had visited India before the final conference, WBS aligned one on one interactions and promoted their visit by aligning it with the upcoming conference. WBS also suggested hosting a FAM of the senior journalists from Delhi to Vizag so that they experience the conference and offer to offer a 360 degrees news of the event. Our efforts have not only been acknowledged by internal stakeholders even received appreciation from external partners as well.
Outcome
WBS’s efforts helped in accelerating and creating a persuasive image of TECH 2018 with it be coming a recurrent event in India which is looked forward by various educationists, academicians and the stakeholders. WBS had secured opinion pieces and features in the regionals of Andhra Pradesh and in the national publications like The Times of India, The Pioneer, Statesman, India Today, PTI etc.
