CASE STUDY: SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT
ENHANCING THE ASPIRATIONAL VALUE:
WE CREATED THE PERCEPTION THAT STUDYING AT SIBM IS A MATTER OF PRIDE…
+ New Visual Identity Creation + Guidelines
+ Brand Positioning
+ Communication Strategy + Design
+ Media Selection and Execution
Raising the Bar
Symbiosis Institute of Business Management, popularly known as SIBM, is a flagship learning centre of the Symbiosis International University.
An out-of-sync image
SIBM was looking to break out from the typical MBA college mould, and with good reason; it was ranked as India’s 4th top B-School for four consecutive years.
We helped SIBM with an effective makeover. The Institute wanted to improve the student intake – qualitatively as well as quantitatively – and to come across as a knowledge-centric, hi-tech, industry relevant educational centre with a world class campus and highly successful alumni.
Adopting different positioning themes for each new academic year, we innovatively crafted the image that SIBM is not your average B-school. Also, we came up an intellectual property called ‘SIBMite’. Our communication reinforced the thinking that being an SIBMite is a prestige and privilege.
Better numbers, brighter students
It paid off. The new, powerful advertising helped in giving SIBM a high aspirational value. Intellectual, research-inclined students who earlier preferred IIMs and IITs made the switch to SIBM, and in growing numbers.
The marcom also resulted in students with diverse educational, geographical and ethnic profiles seeking admission to SIBM, giving it a truly global character.