A Thunderbird Student Presentation

Siyin ChenStuti GuptaChin Chia ChaoAlka UrodaJi ChenRamkumar Ganesan

MarComm Wizards – Team 6

Rio International School in Rio Janerio, Brazil wants to create brand awareness and attract high school students from expat families.

The school also wants to create a positive feeling for the parents of the school especially through social media.

We aim to create a Brand Attitude and improve the image perceived by the parents of current students and prospective candidates.

We also will focus on Brand Facilitation, by using the various channels we have access to such as our Corporate connections and also the Network of Christian International Schools.

In an extended phase we will also use modern tools of marketing communication to reach out to parents and the students in particular.

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Project Objective

ASSURE | BUILD | PROVIDE

Phase 1: In the first phase we plan to communicate to the parents of the families about the school, the international syllabus ( AP Curriculum ), and the facilities of the school and reassure them that their children are well taken care.

Also in this phase we will assure the parents of prospective students. And we will be specifically targeting the expat families

Phase 2: We will be leveraging our relationship with Multinational Companies and communicate about the school to the employees and make them aware of the institution.

The school should then focus on providing the best platform the US education.

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The Big Idea

In this phase we plan to target the current students and their parents who are having a negative feeling about the facilities of the school.

We have interviewed some parents of the current students and got their support for the school. We will use these snippets as their support and endorsement for the school.

This will make a convincing statement for the parents of current students to have their children continue their education in RIS and also recommend the school to new students.

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Creative Strategy – Phase 1 ( Reassure and Assure)

Promotion of the Video:

The videos of interviews can be broadcasted through the official Youtube channel, Facebookand LinkedIn accounts of the School.

It will also be merged with the promotional video and posted in the Network of International Christian Schools.

Other Media:

Through Email and Newsletters, we will prepare a set of information that will be sent out on a weekly basis about the events that is happening in school .

For parents of prospective students, we will send newsletters occasionally highlighting the advantages of the school and also showcase the various achievements.

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The Media Mix

Proposed advertisement on NICS page

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Sample Brochure

Build & Provide: In this phase we will build relationships with companies (multinational)

and promote our school in the website (bulletin boards) about the school.

The execution style should reflect the Slice of Life theme to attract the parents and the children alike. The Advertisement should have an inspirational musical associated with it.

Snippets of the various testimonials can also be shown in the videos along in these advertisements

Brochures of the school can be distributed to the companies who are planning to send Expats to Brazil

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Creative Strategy-Phase 2

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Example of promotion through websites

In the final phase we will have advertisements and campaigns targeted

specifically for the students.

The campaigns will have Musical videos of students having a fun time in school with teachers and classmates.

Also we will have an Online Quiz as a part of Game Contest. Attractive school related prizes will be given to participating students.

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Final Phase to Attract Students

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Example of Gamification – Online Crossword

THANK YOU

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