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Established in 1980, T. A. Pai Institute of Management, fondly known as TAPMI is located in the student city of Manipal, Karnataka. Ranked among the top 20 B-schools in the country and one of 3 B-schools in India to be accredited with the illustrious Association to Advance Collegiate Schools of Business (AACSB) accreditation, TAPMI offers two-year courses in Management (PGDM), with specializations in Finance (PGDM- BKFS) and Healthcare (PGDM – Healthcare).

Challenge

An internationally recognized school with courses and activities designed to create industry-ready leaders for today’s rapidly evolving business environment, TAPMI’s website had not changed since 2010. Besides using redundant technology, there existed a gap between how the website showcased the brand and the leaps TAPMI was taking in management education. This is the gap we sought to bridge by making the website future-ready.

Additionally, despite high rankings and a world-famous accreditation, the perception of TAPMI was unfavourable compared to other B-schools in its league. This was due to its location in a semi-rural area that was perceived to be too far in the South.

Solution

One MG designed a new website for TAPMI that would put it in the league of some of the best international B-schools. We started with an understanding of the multiple stakeholders who would visit the website. A strategy was the developed to engage each of them with the right website architecture, user experience and easy to consume content with a look and feel that adhered to international standards.

Website

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

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.