Project: Launch Marketing for Pamir Private School, Sharjah
Context
Spearheaded the 360° marketing launch of Pamir Private School, a new K-12 institution in Sharjah, targeting families in Dubai, Sharjah, and Ajman. Tasked with building brand awareness, driving admissions, and positioning the school as a modern educational leader.
Details
Time Frame:
2019
Role:
Lead Marketing Strategist, Principal
Involvement:
Lead Marketing Strategist
Strategic Solutions
1. Digital-First Launch Campaign
- Google & Facebook Ads: Targeted keywords like “best Pakistani school Sharjah” and geo-fenced ads near residential communities.
- Social Media: Daily content (parent testimonials, facility tours) boosting engagement by 320% in 6 months.
2. Hyper-Local Branding
- Billboards & Radio: Placed near key landmarks (e.g., Sahara Centre) and on UAE’s top Pashto/Urdu channels to reach target demographics.
- Collateral Design: Branded brochures and pamphlets distributed at community centers and mosques.
3. Budget Optimization
- Allocated 60% of budget to digital (highest ROI) and 40% to outdoor/radio.
- Negotiated 40% discounts with billboard vendors for long-term placements.
Challenge
- Zero brand recognition in a competitive private school market.
- Limited budget requiring high-impact, measurable strategies.
- Multicultural audience with diverse preferences (Arab, South Asian, and expat families).
Skills Demonstrated
▸ Multichannel Campaign Management
▸ Budget Optimization & Negotiation
▸ Cross-Cultural Audience Targeting
▸ Brand Positioning & Collateral Design
Results
✅ Admissions Growth: Achieved 50% enrollment capacity within 6 months of opening.
✅ Brand Recognition: Ranked among “Top 10 New Schools in Sharjah” (Parent Guide UAE, 2020).
✅ Cost Efficiency: Reduced cost-per-lead by 65% vs. industry benchmarks.
✅ Community Engagement: Radio campaigns reached 200,000+ listeners; billboards had 1.2M+ impressions.