Transforming the Digital Face of a B-school Leader - T.A. Pai Institute of Management
Anchoring & Managing TAPMI’s Digital Transformation
As one the internationally-recognised B-schools, T.A. Pai Institute of Management was not only one of the three B-schools accredited with illustrious Association to Advance Collegiate Schools of Business (AACSB) in India but also ranked among the top 20 B-schools in India. Despite nurturing the next generation of leaders with its PGDM Programs in Finance (PGDM – BKFS) and Healthcare, it was perceived unfavourable in comparison to other B-schools in its league. Based in Manipal, Karnataka, in a semi-rural region that was considered to be too far South.
To revamp its image in the eyes of aspiring leaders, it had to begin with its archaic website – lacking transformation since 2010. As brand architects with experience building future-forward websites, One MG joined hands with TAPMI to build a digital face that would represent its true capabilities.
What We Did For the Brand
- Website Content Production
- Website Design & Development
Website
- One MG designed a new website for TAPMI that would put it in the league of some of the best international B-schools. A custom WordPress site, it was designed keeping in mind the profiles of people who would visit the site – prospective and current students, potential recruiters, faculty and TAPMI alumni.
- TAPMI conducts several events, which were reorganized into categories like Flagship events, Alumni Events, Eminent Speakers and Campus Buzz.
- We wanted to focus on developing an intuitive user experience and content that could easily be consumed by today’s generation. Hence, multiple video based content including messages from the faculty, life at TAPMI, information about their programs, etc. was produced and used across TAPMI’s website and other social channels.
Digital Content Production
- A strategy was devised to build quality content and publish it periodically across social media channels to improve the perception of the brand and reinforce a positive brand image.
- Social content from across multiple brand pages was streamlined to ensure a consistent brand message on the official page of TAPMI.
- Animated infographics and motion graphic clips were developed to communicate TAPMI’s national ranking, the nuances and benefits of their international accreditations, and the academic rigour of its courses. The progress of its alumni and information about all its student-led and managed events was also communicated in these social media campaigns.
- Long speeches of eminent speakers and corporate leaders were turned into bite sized snippets that were shareworthy.
- Videos aimed at prospective students were conceptualised and executed to communicate the industry-readiness of TAPMI’s courses and its adoption of a holistic education that gives students at TAPMI a definitive edge. A video covering the excitement and happiness at TAPMI’s 30th Annual Convocation was also produced.
