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Dubai, United Arab Emirates: Leading Middle East creative strategy practice, Tonic International, has been a key driving force behind Taaleem’s year on year growing school admissions, with the international school’s provider seeing a 20 percent increase in total enrollments for January 2020.
With 26 percent more schools in operation than in 2015, the UAE is experiencing the most competitive school market to date, it was imperative for Tonic to roll out a fully integrated, multi-channel campaign for maximum brand exposure.
The 12-month comprehensive campaign that ran from December 2018 to December 2019, included search, digital advertising, engaging content production and distribution, data optimization, website and social media revamping and management, multichannel media consulting, and school activations, to make up for the fact that schools are now attracting, on average, five percent less students than in January 2019.
A key part of Tonic’s campaign was the human element and partnership with Taaleem’s staff, students and parents, ensuring they understood, believed and embodied the brand story so they too, could promote the schools.
Arnaud Verchere, Head of Strategy at Tonic International, said: “After an in-depth communication audit it became clear that we had to leverage Taaleem’s flagship schools, revamp their image, redefine their brand stories and ensure media investments were maximized to generate and manage quality leads”.
With more than 5,000 marketing executions, including AdWords, radio commercials, digital banners, marketing collateral, online films and outdoor posters, as well as completely rebranding some of Taaleem’s most iconic Dubai campuses, the campaign successfully promoted six Taaleem schools.
Alan Williamson, Chief Executive Officer of Taaleem, who is responsible for 13 schools in Abu Dhabi and Dubai, commented on the fact that the pupil enrolment had risen sharply and said: “Taaleem has seen a 20 per cent year-on-year increase in new enrolments for January. This is attributed to our ‘Make Their Big Dreams Happen for Less’ campaign that has both raised awareness of our broad curriculum offering as well as responding to current market conditions.”
Tonic was appointed in December 2018 to revamp Taaleem’s brands marketing channels, content and social media channels, and is a key element in ensuring that Taaleem gains market share in an extremely competitive environment.
Tonic International and Taaleem are currently planning campaign strategies for this year through to 2021 and look forward to continuing success.
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