Being a live project, our team initially had discussed with our clients, and understood their requirements and the problems faced. We then concentrated on the channels of marketing communication that can be employed for creating awareness about the school. Then we focused on what are the best campaigning methods to bring the school to the parents and provide the necessary information that they want.

1. MarComm Wizards – Team 6
Siyin Chen
Stuti Gupta
Chin Chia Chao
Alka Uroda
Ji Chen
Ramkumar Ganesan
A Thunderbird Student Presentation

2. Project Objective
 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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3. The Big Idea
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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4. Creative Strategy – Phase 1 ( Reassure and Assure)
 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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5. The Media Mix
Promotion of the Video:
 The videos of interviews can be broadcasted through the official Youtube channel, Facebook
and 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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6.  Proposed advertisement on NICS page
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7. Sample Brochure
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8. Creative Strategy-Phase 2
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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9. Example of promotion through websites
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10. Final Phase to Attract Students
 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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11. Example of Gamification – Online Crossword
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12. THANK YOU
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