GET OUT OF LINE Campaign

PR, personal branding, media promotion

Claudia Chiru, primary school teacher and founder of the Alternative School for Applied Thinking – SAGA Kid, has a fulminating ascension in the public life, becoming, in less than 9 months, a voice of the Romanian educational system. A charismatic leader, who enjoys the attention and the trust of the public, both online and offline, and a successful business woman, having her first franchise sold this summer and two under negotiation.

How did Claudia Chiru, together with Tudor Communication get to this point, after only a few months of promotion, on a minimal budget? Through brand journalism & personal branding, as strategic communication approach, and by creating news that are useful for the public, focused on Claudia, about the Romanian educational system full of shortcomings, but with a huge potential represented by the human resource.

Claudia Chiru

POSITIONING

We started from her positioning as an experienced primary school teacher and founder of an out-of-the-ordinary afterschool in Bucharest, focused on the personal development of children aged between 5 and 10. SAGA Kid focuses on stimulating the creativity of children and their capacity to face any future practical situation, through strategic methods, designed by mixing effective techniques used by international institutions.

Echipa TUDOR Communication

CONTEXT & OPPORTUNITY

While after-schools have become a necessity, their role and importance in the harmonious development of the child is not yet fully acknowledged. Parents are more and more absent from their children’s lives and after-schools are used as “keepers of children” and as simple service suppliers. The level of education in Romania is very low and outdated. SAGA Kid has very good results with children in terms of behavior and emotion.

CONTEXT & OPPORTUNITY

While after-schools have become a necessity, their role and importance in the harmonious development of the child is not yet fully acknowledged. Parents are more and more absent from their children’s lives and after-schools are used as “keepers of children” and as simple service suppliers. The level of education in Romania is very low and outdated. SAGA Kid has very good results with children in terms of behavior and emotion.

Echipa TUDOR Communication

PLANNING

As strategic objectives we aimed to increase the visibility of SAGA Kid in the relevant environment through its image and through the child experiential education expert, represented by Claudia Chiru, founder.

The communication strategies used are:

  • Defining and consolidating the personal brand through constant and strategic appearances in the relevant media; social media conversations;
  • Online and offline campaigns for promoting the both the franchise and the urban camps organized by SAGA Kid.

The targeted audience included parents, teachers and grandparents. As targeted audience, we mainly focused on the profile of the educated parents, with an income above average, who have solid values such as family and maintaining traditions.

The main messages focused on a few central ideas and actions, such as: at SAGA there are no doors, the entire education and child interaction process is transparent – as a successful educational model which can easily be applied in the public system; expertise in applied thinking; bringing to the attention of the public (parents, children, professors) a learning method that complies to the requirements, needs, wishes and dreams of children; stimulation for reading-learning through active listening, the method of example, respect and empathy; the approach of certain subjects considered taboo by some parents, such as the inner universe of children; the ,,child + parent=team” campaign; the creation of a good practice guide for choosing an afterschool and a quality manual for the operation of an afterschool – the first of its kind in Romania. Message examples: We change the world through education! Support innovation in education! Choose quality for your child’s education!

Message examples:

“We change the world through education!”

“Support innovation in education!”

“Choose quality for your child’s education!”

IMPLEMENTATION

The main communication channels:  central televisions and radio stations, written and online press, YouTube, Facebook – with daily, varied and dynamic posts, based on editorial plans edited and updated live, in compliance with the activities of SAGA and the messages of Claudia Chiru.

We have communicated key-messages on all agreed channels, with specific campaigns for the Facebook, platform, in order to help the community, grow and to develop a critical mass of public, eager to read about and implement notions of experiential education, focused on the needs of children born in the technological and informational boom. ubjects were promoted on all communication channels available, both in the online environment (websites, newsletters, blogs), and offline, by attending the main large events in the area of parenting, with the purpose of accessing environments in which we can easily come in contact with our targeted public, everything under the protection of one advice, which is growing organically, ,,Get out of line! ’’. We also had the support of certain punctual online campaigns, for the advertisement of the urban camps (SAGA de Vară) and for the opening of the first franchise SAGA Otopeni.

ASSESSMENT / RESULTS

Results and public reactions were not long-awaited.
The Facebook community developed organically each month with:

5.440

followers

5.476

likes

130

appearances in mass media

20

TV appearances

100

online appearances

4

print appearances

The Facebook community developed organically each month, with 5.440 followers and 5.476 likes on the page, percentages which are growing relentlessly. After almost 9 months, Claudia has registered, from a few appearances in the press on a single punctual topic, to over 130 appearances in the mass media (over 20 TV appearances, 4 print, over 100 online appearances).

There were tens of video materials from the most important television channels, such as Pro Tv, Antena 1 and 3, Kanal D, Digi 24, Prima TV, TVR 1, Realitatea TV, Prima Tv and other tens of articles in the most important online publications. They consolidated Claudia Chiru’s position as specialist of the education system and strengthened her credibility as a business woman.

Balcaniada la ProTV
Balcaniada la Kanal D
Balcaniada la Realitate TV

Together with the development of the project, the interest of the targeted public started growing, which lead to the franchising of the business. The first franchise was opened successfully in September, in Otopeni, and a few other similar requests came from Bucharest and several other counties.

CREATIVITY & INNOVATION

Claudia Chiru

We used in media promotion always the actual context and the public’s need of new generation teachers and we created new communication opportunities when education was not on the public agenda. With very few resources, we created a new voice in education that know is requested by journalists almost every day.

The way we focused always avoided being aggressive towards the reader / viewer with the SAGA Kid brand. We have always focused on the value of the information, as the main benefit for the journalists and for our public. It has led to the shaping of a coherent image of a professor refusing to leave the public education system, even though she had the opportunity to, who is constantly fighting for her vision, in which all parents and teachers in Romania are involved, focused on the emotional intelligence of children and on the applicative side of a science, who are vulnerable and admit their mistakes, who learn something new every day.

The story of Claudia Chiru and of the “Get out of line!” advice continues. And we, by her side, proud to be able to change lives through the stories we create.

We used in media promotion always the actual context and the public’s need of new generation teachers and we created new communication opportunities when education was not on the public agenda. With very few resources, we created a new voice in education that know is requested by journalists almost every day.

The way we focused always avoided being aggressive towards the reader / viewer with the SAGA Kid brand. We have always focused on the value of the information, as the main benefit for the journalists and for our public. It has led to the shaping of a coherent image of a professor refusing to leave the public education system, even though she had the opportunity to, who is constantly fighting for her vision, in which all parents and teachers in Romania are involved, focused on the emotional intelligence of children and on the applicative side of a science, who are vulnerable and admit their mistakes, who learn something new every day.

The story of Claudia Chiru and of the “Get out of line!” advice continues. And we, by her side, proud to be able to change lives through the stories we create.

Claudia Chiru
Your business can have an equally impressive climb too, if you know what and how to communicate.

Contact us for more information

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