Artlab Madras - Proactive partnering for building up a budding but exciting venture in education

The Background

Artlab Madras is a new venture promoted by five different professionals with varied backgrounds and complementing skillsets. They had a vision of creating a new kind of educational offering in the crowded digital media and communications space with a long-term objective of creating a global media village right in Chennai. They were looking for a reliable partner who will handhold them in the crucial launch phase and the immediate months thereafter.

The Brief

The objective was to obtain optimum awareness for Artlab Madras and its differentiated offering through cost-effective vehicles like media relations though they did spend on advertising. The client was keen on proper positioning and that the venture be differentiated right from the beginning.

Our Recommendations

• Have a new announcement at every stage in the cycle and when you make the next announcement, have the first visibly completed, thus building confidence (important as educational ventures are not considered very highly credible in Tamilnadu)
• Proactively message the differentiators by offering it as filling a existing industry need
• Use the new campus launch as a vehicle for conveying the seriousness of the vision of the founders

What we actually did?

Step1

• Crafted all the background materials for the venture and its differentiators
• Advised the management on the need to have tight messaging control and accordingly crafted messaging for the first activity
• Organized a press conference to announce the inception of Artlab Madras

Step 2

• Undertook a serious of interviews and features in Bangalore and Chennai on the venture, their courses, them filling an industry need etc
• Organized a press conference to formally launch the new premises on Kottivakkam beachfront
• Managed to invite Mr.Sway, Head of R K Swamy BBDO and Sriram, award-winning cinematographer for the launch
• Leveraged in the media an exhibition held to showcase the works of the first batch of students
• Conceptualized an effective plan to take the venture to other centers in the south

The Result

• Heightened media interest and leverage resulting in coverage beyond the means for a venture of the size of Artlab Madras
• Consistent messaging and a seamless message flow
• Association of the right and leading stalwarts with the venture