A coeducational boarding school had recently launched and was already facing a number of challenges based on perceptions of being an elitist and an “imported American school”, spending money in the wrong place, etc.

S2C Approach

S2C developed a communication strategy that was set to achieve the following:

  • Initiate a crisis management mechanism and evaluation plan to bridge the perception gaps and fulfill the aspired objectives
  • Develop a strong and distinctive positioning for the school as well as a detailed calendar of communication initiatives tailored for each specific target audience
  • Address all perceptions and anticipate potential challenges
  • Liaise between the client and outsourced third parties and supervise and monitor the implementation of all communication activities



The school was successfully able to turn the situation around and become perceived as one of the most prominent institutions, which positively impacted its KPI in terms of demands for enrollment and public image.