Dear V B S,
Our Management Institute is a new comer in the industry and our target groups are the students who failed to get admission in top management institutes . We want to create a campaign. In this cluttered market we want to stand out. Can you suggest a way out?
Sir,
I have read your brief and gone through your material and other collaterals. I also have seen your previous ads done by one of the major ad-agencies. The ad looked like a sale ad than an attempt to create a Brand for you to standout. Name of the ad –agency is good but, when it comes to action plan for a small institution like yours big ad agencies are a professional liability for you- if I look into the financial burden they cause you and the result they give in return.
Research:
I have conducted some interviews with many passed outs from different Management schools those aggressively advertising to get the crowd.
But, the students were not very happy. These institutions had offered them guaranteed placements too. But, when it came to action most of the guys ended up in Credit card sales job and girls got time share and Hotel room booking jobs something the reputed Institute’s students refused to bite.
The Institutes management justified their action saying that, they had promised campus placement and they kept their promise. The students who had lost around 18 lac rupees ended up in crisis both financially and career wise.
Now, I would like to plan your ad- campaign.
What is in the mind of a potential candidate who applies for admission in a management Institute?
A good placement in a reputed Corporate or an MNC with good salary and career prospective.
What does the Management Institutes give?
Hope and false promises those they can’t fulfill.
The negative news is the news of the day while positives news has to struggle to get attention.
I would like to focus on the comunication is the true placement in a reputed Corporate with career prospective. Or independent business set up to thrive.
Then I want to ask you to make sure that your placement department does proper home work before looking for potential corporate houses to place your students.
The job (they)- the students- are looking for demands a lot of skill level . So, make sure that your academic curriculum is designed accordingly.
Faculties should be qualitative and external faculties form the industry should be given proper weightage.
Make sure your students speak English well and they are fluent in presenting facts to the point, clear and precise.
Next is the Campaign.
Highlight what you promise.
You promise a good placement that suits their imagination and talent and expectation for career prospects with a good salary.
This is your USP.
In the communication I want to ask them what you want to be?
1. An ordinary Fashion Designer works in an export House or a Designer who Exhibits his /her deings in Paris and Milan!
2. A Management Graduate works in a Bank selling Credit Card or Management trainees in an Investment Bank!
Now we have clearly given them what we offer is - A good career opportunity with a reputed platform where they can grow or ability to run their own ventures. This is just a direction towards their dream. Rest of them they will explore and find their own way to establish themselves...
Regards
V Bright Saigal- Brand Doctor &Creative Consultant – (PG- Advertising &PR- from IIMC-Delhi)
C&MA Brand Cliniq
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