Since its inception, Taylor’s has continuously provided excellent services for its students with diverse study options, teaching methods, ongoing partnerships with leading universities worldwide, strong industry linkages, up-to-date facilities and well-equipped campuses.
Taylor’s Education Group (Taylor’s University & Taylor’s College)
OUR SERVICES
- Media Interviews
- Press Release
- Virtual Event
THE BRIEF
Mad Hat Asia was tasked to:
Understand current brand and industry challenges and identify a long-term plan as well as the strategic approach to achieving the end goal(s).
Develop a strategic PR direction (maximising both traditional and digital media) that consist of the following):
Communicating Taylor’s narrative and its functional benefits in a way that is relevant to the target audience.
Showcasing Taylor’s thought leadership.
Nurturing brand love amongst students and employees to spread positive word of mouth.
OUR RESEARCH & INSIGHTS
Every institution highlights specific accolades based on varying criterias - essentially making every institution #1 at something. With a laser focus on academics and grades, most institutions also lack the showcase of a holistic education. So how does Taylor’s stand out from the clutter and showcase itself as the top of the game?
While Taylor’s is seen as a credible institution in terms of ranking and accolades, there is still a gap to bridge with the target audience as they do not see the institution as the most welcoming or relatable brand. So how can Taylor’s shift the mindset and perception of the audience and in turn cultivate brand love?
OUR OBJECTIVES
To create brand affinity amongst the target audience.
To communicate Taylor’s brand narrative and key USPs effectively.
To nurture brand love amongst students and its employees.
OUR STRATEGY
To leverage the success stories and awards received to showcase brand credibility as the top education institution and build trust among parents and students.
To showcase the stories of students to increase brand relatability and position the brand as real, genuine and approachable.
THE CREATIVE
Leveraging the campaigns that were focused on showcasing the educators and student stories:
Taylor’s Rise Educator Award
Anchoring on the nationwide Teacher’s Day celebration, Taylor’s College introduced the RISE Educator Award as a way to celebrate teachers who have made an impact on the lives of students in Malaysia.
To drive awareness on the RISE Educator Award, we disseminated 2 press releases & developed key narratives for each of the spokespeople, in an effort to amplify their stories on relevant media publications that reaches our intended audience.
Taylor’s School of Education on Special Education In Malaysia
In conjunction with World Autism Awareness Day, Taylor’s School of Education (abbreviation: SoED) hosted a webinar titled “Special Education in Malaysia – the way forward?”, which focused on the existing challenges and situations on the state of special education in Malaysia, especially during the pandemic.
To create awareness, we profiled the Head of Taylor’s School of Education, a person with learning disabilities who paved the way to being a successful educator.
We also developed key narratives for the Head of Taylor’s School of Education to amplify his story to relevant media publications that reaches our intended audience.
Taylor’s Culinary Institute (TCI) Borderless Learning
With the pandemic forcing classes to be conducted fully virtually, those in vocational courses, like culinary courses, are faced with heavier challenges. Taylor's Culinary Institute innovated and leveraged on technology to introduce the concept of Borderless Learning, allowing a seamless pivot to online learning.
Anchoring on the topical holiday of Hari Raya season, we hosted a virtual masterclass session to showcase and demonstrate Borderless Learning.
To bring the masterclass to life and allow for an interactive and immersive session, we also seeded out customised kits to the media attending.
We also created and disseminated a press release to highlight TCI’s e-learning initiative, revolving around the key messages of how TCI ensures the learning does not stop even during a pandemic and how TCI incorporates technology to adapt to borderless learning.
DELIVERY
Taylor’s Rise Educator Award
Press Releases:
Announcement of Rise Educator Award
Winner Announcement for the Rise Educator Award
Profiling Opportunities:
We profiled the finalists as well as the winner to provide opportunities and avenues for them to share their stories.
Campaign Results:
Total PR Value: RM591,655
Total clippings: 20
Quality of coverage: 80% of coverages feature key messages & quotes from spokesperson and 50% of coverages are from tier 1 media.
Taylor’s School of Education on Special Education In Malaysia
Profiling Opportunities:
We profiled Taylor's University's School of Education head, Dr Logendra Stanley Ponniah to provide opportunities and avenues for him to share his stories as an educator and his career journey while being dyslexic.
Campaign Results:
Total PR Value: RM164,764
Total clippings: 5
Quality of coverage: 100% of coverages feature key messages & quotes from spokesperson and all coverages are from tier 1 media
Taylor’s Culinary Institute (TCI) Borderless Learning
Virtual Event:
Conceptualised and managed a virtual event during the Hari Raya season to showcase how TCI embraces technology and pivots to online learning, in the middle of a pandemic
Press Release:
Announcement of TCI’s e-learning initiative
Campaign Results:
Total PR Value: RM405,672
Total Media Attended: 6
Total Clippings: 17
Quality of Coverage: More than 70% of coverages feature brand mention in the headlines
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
EXPLORE MORE
Coming out of a 2-year Covid-19 lockdown for festive celebrations, Cadbury Diary Milk wanted to inspire Malaysian families to come together during Ramadan 2023, and bake with good with Cadbury.
The aim is to continuously inspire families to bond over baking and, Cadbury Dairy Milk wants to provide those observing the holy month the opportunity to create memories together through baking and sharing the goodness with others, while enabling acts of generosity.