Brand Building for an Educational Institute

1. Brand Plan for
By
Name-Shubham Gupta
Roll no.-2015304
Section -E

2. Vision and Goals
preparing managers of
tomorrow with a distinct
vision, duly equipped with
technology and skills
Growing Intellectually :
Lead the Future
create socially
responsible business
leaders
Moving to tier 1 college
with single digit rank and
double digit package
Support marketing
decisions with evidence
from stakeholders
groups
Enhancing college
reputation and help to
grow enrolment
PGDM 2015-17
• Accredited
program
• Conducive
learning
• Active student
community

3. Recommendations-For more enrolments
Tie up with opinion leader such as
Gautam puri to guide students
well about IMT-Nagpur.
Promotion on quora, Magazine
India Today, etc.
Assigning mentors on selection for
the WAT /PI process so that
students queries can be handled
properly otherwise various myths
get attached in the students mind
Potential student speak up to
alumni during chapter meet
Removal of Negative perception
and stories such as these be
removed- High batch strength+
High fees
(http://www.pagalguy.com/discuss
ions/the-truth-about-imt-nagpur-
placements-25098827)
Give scholarship in form of fees
waive off to meritorious
underprivileged students
PGDM 2015-17

4. Other Recommendations
Welcome letter from director on
joining the institute.
Opening of IIM Nagpur will offer
more job prospects to student of
2015-17 so get it touch with them.
Alumni sharing placement
experience on Facebook and
album of current batch
Map out the PR tactics in lieu of
the events-MUN had participation
from Nirma College, Ahmedabad
so the winners from Nirma should
have shared their experience on
IMT-N website to portray a new
perspective of an outsider.
Forced participation from forum
students in top college fests to
create a buzz about the IMT
Nagpur students quality
More inputs of twitter page
since only 911 followers

5. Communication objective
• Focus on IMT-N transforming
students into formational and
trans functional managers
• Highlights its achievements (like
100% placement )innovations (IT Lab
with IBM) & strengths(100% Wi-Fi
campus, Best infrastructure, etc.)
• Evaluate its current positioning and there by
evolve an appropriate platform that builds a
distinct brand identity
• Highlight the contribution of IMT N
in pioneering initiatives made in the
field of education
Media IMT Family
StudentsInfluencers
PGDM 2015-17

6. Positioning rationale
PGDM 2015-17
Professional
Course portfolio
Dual specialisation
Students profile-More diversified batch
Fees-ROI worth
External Promotional signage’s-near
railways station and airport
Faculty
Infrastructure-
fully residential
Placements
Lineage
AICTE approved

7. Target Audience
Corporates Parents
Potential students
Faculties
Existing students base
IMT-N Alumni
Primary Secondary
PGDM 2015-17

8. Communication strategies
 Select media interactions-A story in educational supplements/magazine
(incorporating a one-on one interview with the director)-Insideiim.com
 Informal press meets- Visit of global academic dignitaries.
 With selected media to promote level of familiarity and comfort not always
news based such as-Boom in the management education sector, Need for
training in the corporate world, Communities services initiatives, if any.
 IMT –N director’s point of view on post announcement on any major
change that is affecting the Education sec
 IMT –Nagpur could participate in an industry seminar by sponsoring it and
taking the key note speaker slot.
PGDM 2015-17

9. Roll out plan and Budgeting
 For Nov-Dec-Reiteration of the vision, mission and values of IMT-N
(Positioning exercise before the form is rolled out_
 For Jan-March-Active interactions –
 Digital media(website redesign, online advertising)
 PR scorecard(press releases, key notes speeches)
 Print media-Magazine
 Opinion leaders-such as Gautam puri, Ravi Handa
 Webinars events-chat session with faculty
 Events-such as CSR, incentives for students
PGDM 2015-17
40%
5%20%
10%
20%
5%
ACTIVITY
Digital media Webminar
Print media Opinion leader
PR activity Events