Great opportunities don’t come often! And when they come your way, you make the most of it. A month back, something similar happened to us when we got a chance to work for Shankar Mahadevan Academy (SMA), Pune.
We had a clear motive behind creating the campaign - #VoiceYourPassion. Our objective was to highlight the performance of the very first batch of academy students. Along with that, we also identified relevant and integrated, marketing activities and channels to accomplish our campaign objectives as well as influence the audience.
The idea was to incorporate the vision of SMA into our marketing campaign which our creative team conceptualized. #VoiceYourPassion is kind of a double entendre phrase. The first meaning that this thought elucidates is that we all need to give our passion a voice and make it heard loud and clear to the world that resonates with the purpose of academy. The second meaning that can be derived is direct – if your voice is your passion, Shankar Mahadevan Academy is the ideal place for you.
It is observed that different marketing platforms target different sets of audience. Hence, covering every possible advertising medium was an imperative move. To achieve a quantified goal, the team utilized both online and offline marketing communications tools.
We implemented a variety of creatives, targeting segments, and placements for digital, print and outdoor. This helped us find a few combinations that delivered maximum visibility for SMA.
During this initial phase of spreading the word about the campaign, we went out into the market, handed out leaflets to people, sent E-mailers to corporates such as schools, colleges, HR personnel, society heads, etc. and invited them for tie-ups.
The campaign itself was self-explanatory that as they say, “The music struck a chord with the listeners” it connected with the audience. After all, it’s all about RoI (Return on Investment).
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