The Client
The City School (TCS) is one of the largest private school networks in Pakistan, offering education from early years to O and A Levels. This case study focuses on The City School Northern Region.
The Challenge
The City School Northern Region faced the challenge of:
- Re-establishing Brand Image: TCS Northern Region needed to enhance its brand credibility and strengthen its position as a leading educational institution in the region.
- Inconsistent Branding: There was a lack of uniformity in branding across its various campuses, leading to a diluted brand identity.
- Limited Engagement: TCS Northern Region aimed to increase engagement with students, parents, and the broader community through effective marketing strategies.
Objectives
The primary objectives were to:
- Enhance brand credibility and recognition for The City School Northern Region.
- Create consistent and impactful branding across all campuses.
- Increase engagement through strategic social media marketing and content management.
The Solution
Team SquarePeg developed and implemented a comprehensive marketing strategy to address these challenges.
1. Creative Branding Solutions
- Campus Branding: Designed and executed thematic wall brandings and display boards for in-campus displays across six Northern Region campuses.
- Outdoor Advertising: Created commercial billboards placed strategically throughout different cities to enhance visibility.
- Event Collateral: Developed eye-catching streamers, brochure designs, photobooths, media walls, stage backdrops, and tickets for various TCS events.
2. Content Marketing and Management
- Media Appearances: Provided well-structured scripts for radio and TV appearances of TCS representatives to ensure consistent messaging.
- Press Releases: Delivered press releases for all TCS events, ensuring coverage in leading newspapers to maximize publicity.
3. Digital Marketing
- Social Media Strategy: Developed a cohesive social media strategy to engage with students, parents, and the community.
- Content Creation: Created visually appealing and informative content tailored for social media platforms.
- Community Engagement: Managed social media channels to foster dialogue and build a strong online community.
Results
| Metric | Before Campaign | After 1 Year |
|---|---|---|
| Brand Credibility | Low | High |
| Brand Consistency | Inconsistent | Consistent |
| Social Media Engagement | Limited | Significantly Increased |
| Media Coverage | Sporadic | Regular |
Key Achievements:
- Successfully re-established the brand credibility of The City School Northern Region.
- Achieved consistent branding across all six Northern Region campuses.
- Increased engagement through strategic social media marketing and content management.
- Gained regular coverage in leading newspapers through well-structured press releases.
Key Takeaways
- Consistent Branding Matters: Uniform branding across all touchpoints strengthens brand recognition and credibility.
- Comprehensive Marketing Strategy: Integrating creative branding solutions, content marketing, and digital strategies is essential for achieving marketing objectives.
- Strategic Content Management: Well-structured content for media appearances and press releases enhances brand visibility and reputation.
“Team SquarePeg exceeded our expectations by delivering creative branding solutions that significantly enhanced our brand image. Their strategic approach and attention to detail have been instrumental in re-establishing our brand credibility.”
— Spokesperson, The City School Northern Region
Conclusion
This case study demonstrates the effectiveness of a comprehensive marketing strategy in re-establishing brand credibility and enhancing engagement for The City School Northern Region. By integrating creative branding solutions, content marketing, and digital strategies, Team SquarePeg successfully achieved the required goals within one year, solidifying TCS Northern Region’s position as a leading educational institution.
