{"id":1751,"date":"2023-09-22T08:19:50","date_gmt":"2023-09-22T12:19:50","guid":{"rendered":"http:\/\/paulsyng.com\/blog\/?p=1751"},"modified":"2023-10-05T09:25:15","modified_gmt":"2023-10-05T13:25:15","slug":"how-to-launch-a-school-without-talking-about-it-or-using-digital-gtm-strategy","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/how-to-launch-a-school-without-talking-about-it-or-using-digital-gtm-strategy\/","title":{"rendered":"How to launch a school without talking about it or using digital (GTM Strategy)"},"content":{"rendered":"\n<p>In this digital age, it&#8217;s rare to find a marketing campaign that avoids the usual digital trappings where marketers are obsessed with SEO, organic or ads.<\/p>\n\n\n\n<p><strong>GTM with a <em>twist.<\/em><\/strong><\/p>\n\n\n\n<p>My agency was tasked with launching a brand-new school, where we took an unconventional path, and the results? Well, they were nothing short of groundbreaking.<\/p>\n\n\n\n<figure class=\"wp-block-embed alignwide is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"GTM strategy for a school (without talking about it or using digital)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iusm-bT0o9M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><strong>The Initial Brief: <em>More Than Just a School<\/em><\/strong><br>A decade ago, my agency was approached by a real estate developer with an intriguing assignment: craft an identity for their new school. <\/p>\n\n\n\n<p>As discussions progressed, it became clear that this was more than just a branding exercise. This school was to be a beacon, elevating the entire neighbourhood&#8217;s appeal to families and thereby boosting local property values. <\/p>\n\n\n\n<p>Armed with this understanding, I recognized the mission&#8217;s depth\u2014it was about creating a community centrepiece.<\/p>\n\n\n\n<p><strong>Reimagining Competition: <em>It\u2019s About Parents\u2019 Time<\/em><\/strong><br>In a brainstorming session with the client leadership, I hit upon a realization that shifted our entire GTM strategy: our real competitor wasn\u2019t other schools but rather the precious time of busy parents. To make an impression, we had to offer something invaluable.<\/p>\n\n\n\n<p>Choosing to sidestep typical advertising routes, I recommended an out-of-the-box approach: host a drawing and painting competition, complete with appealing prizes, delicious food, and a mesmerizing magic show. This event wasn&#8217;t merely promotional; it was crafted to immerse parents and children in the school&#8217;s ethos.<\/p>\n\n\n\n<p>We cleverly designed the experience and communication to make it easy for parents to choose the painting competition over other weekend activities. <\/p>\n\n\n\n<p>We didn&#8217;t mention or talk about the school, building, staff, or curriculum in any communication. Get my drift?<\/p>\n\n\n\n<p>We ran billboards and print ads in the local papers to promote the painting competition. <\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1880\" height=\"1253\" src=\"https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769.jpeg\" alt=\"little girl holding white paper with rainbow drawing\" class=\"wp-image-1755\" srcset=\"https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769.jpeg 1880w, https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769-300x200.jpeg 300w, https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769-1024x682.jpeg 1024w, https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769-1536x1024.jpeg 1536w, https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2023\/09\/pexels-photo-8363769-1200x800.jpeg 1200w\" sizes=\"auto, (max-width: 1880px) 100vw, 1880px\" \/><figcaption class=\"wp-element-caption\">Photo by RDNE Stock project on <a href=\"https:\/\/www.pexels.com\/photo\/little-girl-holding-white-paper-with-rainbow-drawing-8363769\/\" rel=\"nofollow noopener\" target=\"_blank\">Pexels.com<\/a><\/figcaption><\/figure>\n\n\n\n<p><strong>The Result: <em>Organic, Genuine Success<\/em><\/strong><br>The day of the event was a testament to our strategy&#8217;s efficacy. Parents flocked in large numbers, experiencing the school&#8217;s environment firsthand, meeting with teachers, and genuinely visualizing their children thriving within those walls. <\/p>\n\n\n\n<p>And by the close of the day, our enrollment for the inaugural batch was set.<\/p>\n\n\n\n<p><strong>The Lesson I Learned: <em>Deep Dive into Your Audience\u2019s Desires<\/em><\/strong><br>This journey underscored a fundamental principle in marketing: the profound importance of truly understanding your audience. By focusing on what parents genuinely sought\u2014a nurturing and enriching space for their kids\u2014we were able to present the school in an authentic and impactful manner.<\/p>\n\n\n\n<p>For marketers everywhere, my story serves as a reminder: be in harmony with your target audience&#8217;s needs and desires. When you craft strategies that resonate deeply, success often follows.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this digital age, it&#8217;s rare to find a marketing campaign that avoids the usual digital trappings where marketers are obsessed with SEO, organic or ads. GTM with a twist. My agency was tasked with launching a brand-new school, where we took an unconventional path, and the results? Well, they were nothing short of groundbreaking. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[63,57],"tags":[],"class_list":["post-1751","post","type-post","status-publish","format-standard","hentry","category-bxd","category-psd"],"_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/comments?post=1751"}],"version-history":[{"count":3,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1751\/revisions"}],"predecessor-version":[{"id":1756,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1751\/revisions\/1756"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=1751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=1751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=1751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}