About the Client

Karunya Deemed University, based in Coimbatore, is a premier institution known for its commitment to providing quality education and fostering innovation. With a wide range of undergraduate and postgraduate programs, the university attracts students from across the country. Karunya aims to enhance its brand presence in Coimbatore and its surrounding regions to increase awareness and boost student enrollments.

Objective

The primary motto of the client was to build and strengthen the brand image in and around Coimbatore. By establishing a strong visual presence, the university sought to reinforce its reputation as a top choice for higher education.

AD Vantage had planned and executed an outstanding outdoor hoarding campaign for the client for better and reach and visibility of the brand.

Target Audience

• Primary Audience: Students and parents in and around Coimbatore exploring higher education opportunities.
• Secondary Audience: Professionals, educators, and influencers in the education sector who could act as brand advocates for the university.

Challenges

The primary challenges Advan had to face during the outdoor hoarding execution is as follows.

• High Competition: Coimbatore is home to numerous educational institutions, making it challenging to stand out.
• Strategic Visibility: Identifying high-traffic areas to ensure maximum reach and impact.
• Consistency in Messaging: Maintaining a professional and aspirational brand image over an extended period.

Approach

To overcome these challenges, AD Vantage developed a location-specific outdoor hoarding strategy. The approach included:

• Site Selection: Identifying high-visibility locations on Trichy Road and Palakkad Road, both of which are critical transit routes in Coimbatore with substantial daily traffic.
• Creative Design: Designing visually striking and information-rich hoardings to capture the attention of commuters and passersby.
• Long-term Commitment: Establishing a consistent presence with year-round hoardings and periodic updates to the visuals to sustain engagement.

Solution

The outdoor hoarding campaign of AD Vantage involved the strategic erection of hoardings at two prime locations:

• Trichy Road: A major arterial road connecting Coimbatore with other key cities, ensuring high visibility among locals and travellers.
• Palakkad Road: A prominent route frequented by students and professionals, further boosting visibility.

Each hoarding was carefully monitored to ensure consistent quality and placement, with monthly performance checks and updates provided to the client.

Execution

• Timely Installation: The outdoor hoardings were erected within the stipulated timeline to align with the university’s marketing calendar.
• Monitoring: Advan’s monthly monitoring ensured that the hoardings remained in excellent condition, with images provided as proof of maintenance and visibility.
• Brand Messaging: The designs of Advan highlighted Karunya University’s academic strengths, state-of-the-art facilities, and career opportunities, creating a strong aspirational appeal.

Outcome

The hoarding campaign from AD Vantage successfully achieved the following results:

• Enhanced Visibility: The strategic placement of hoardings significantly increased the client’s visibility among its target audience.
• Sustained Impact: Over two years of consistent monitoring and updates, the campaign reinforced Karunya’s brand image as a leading educational institution in Coimbatore.
• Client Satisfaction: The client appreciated the professionalism and reliability of Advan’s service, ensuring a long-term partnership.

Conclusion

By leveraging the power of outdoor advertising in India, AD Vantage effectively built a strong brand presence for the client in Coimbatore. The strategic placement of hoardings on high-traffic routes ensured sustained visibility, helping the university stand out in a competitive market. This campaign demonstrates the value of a well-planned and executed outdoor advertising strategy in building a strong institutional brand.

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