The Design Village (TDV) – a private design college, focusing on bringing the pedagogy “design is life” and living the design life to students.
Objective:
To build awareness and be seen in the choice matrix of design aspirants amongst NID/NIFT/Pearl.
Research:
Students while ambitious to enter “design” or a creative field, were unaware of what a true design life and concept of “design thinking” is about and if competitor colleges encourage this in their modules or not. TDV was not sought after, being a relatively new and private college. The student also wants to get education that makes them employable.
Solution:
To drive awareness about TDV’s pedagogy & getting students become aware about “Design life”, a campaign #DesignIsNotLimited was built to showcase the USP and multi faceted thinking of TDV’s education.
Execution:
To bring together the campaign, we worked on communicating:
- Opportunities with TDV
- The thinking expansion for a student
- Integrated approach to design
By simplifying brand positioning & pedagogy. We put together:
a) Brand Video – “Design Is Not Limited To” – a video showcasing the studentsb) Robust content strategy: highlighting TDV USPs, Careers In Design, Why Choose Us
c) Tech Solution: Chat bot for lead nurturing (to weed wrong leads & prioritizing right leads)
Media Budget: 4L
Result: 1200 leads generated in 2 months, 8 admissions, 65% increased brand awareness