Creative Inc, the digital-first creative agency, has won the brand, strategy & creative mandate for K-12 school, Homerton Grammar.
The account was won following a multi-agency detailed scout and pitch and will be serviced from the agency’s Delhi office by a team of education/edtech marketers & strategists headed by Charu Nathan, the Head of Creative Strategy at the agency.
As per the mandate, the agency will focus on building a larger footprint for the brand and will work towards a deeper penetration into the target markets by implementing a unique brand voice.
Charu Nathan, Creative Strategy Director, Creative Inc, said, “Every year, a new cohort of parents shop around for schools in their vicinity and leave no stone unturned in deciding where will the most important formative years of their child be. As an education brand, you want to do everything you can to get their attention and showcase your brand differentiators. But, how do you do that when you’re not sure how or where they’ll encounter you? School branding matters for the same reasons that consumer branding does. If a customer needs to choose between two competing products — they’ll choose the one that they feel matches their aesthetic sensibilities. If brand fit matters this much for consumer products, it matters exponentially for schools. Whether the person browsing your website is a potential student or a parent, they want to know if they’ll fit in. Does the school align with the family’s mindset about education? What is the brand image? This is where brand building and marketing becomes pertinent in the journey.”
Rajtheep Singh, Managing Director, Homerton Grammar added, “There are schools and there are schools, but then some of us strive to say that we are not just a school – we are the foundation! One that works diligently towards the overall development of your child. Parents would have heard this term time and again but what is important for them to know is that at Homerton the focus is a 360-degree approach. Academic growth, athletic development and instilling values that ensure that every child here progressively becomes a better human being is what makes us different.
Speaking on the need for a perception study followed by creating a brand voice, he added “while our philosophy is about creating winners for life, we really do want to understand what parents seek for their children when choosing a school. This will help us get closer to a parent’s philosophy and create a second home for their children. A home that teaches, nurtures and empowers the child.”
