Five campuses, one voice
A year in-house with Ekya Schools and the CMR group, running every channel a parent hears the school through: social media for five campuses, email sequences and newsletters, automated WhatsApp communication, PR, the website, print and on-ground events, so that a K-12 network and its sister colleges sounded like one family wherever a parent met them.
The challenge
Five campuses, four social platforms, and a group that spans a K-12 school network and its sister colleges: Ekya Schools, the CMR pre-university colleges and a CMR school, each with its own parents, students and calendar. The feed had to stay alive every day for all of them, print and events had to land on top of it, and everything had to sound like one family. My job was to run that whole surface: the strategy, the calendars, the writing, the briefs to designers, the replies to parents, the email sequences and WhatsApp automations that reached families directly, the press, and the campaigns that gave the year its shape.
One story, every surface
Social was the daily work; email, WhatsApp, newsletters, PR, print, events and the website sat on top of it. Everything was written to one voice and sized for the place it would be read.
Social
Facebook, Instagram, LinkedIn and Twitter for five campuses: monthly strategy and content calendars, the posts themselves, briefs to the designers, and the comments and messages answered in the brand's voice. WhatsApp Business API campaigns ran alongside. The year's set pieces were ARYAMAN, the school's run for Bengaluru, a Christmas festival campaign and the run-up to FIND Festival '23.
Two Instagram carousels from ITPL (Roshni, the service learning stalls where students raised ₹2.5 lakh for cataract surgeries, and a visit to an aircraft hangar), campus posts, the 2023–24 admissions creative, and open house invitations for Ekya JP Nagar and CMR National Public School.
Email, WhatsApp and newsletters
The channels that reached families directly, and the ones that don't photograph well. Alongside the feed, every week.
Written and built for admissions enquiries and event registrations: the welcome, the reminders, the follow-ups, each step timed to where a parent was in the decision.
Automated communication to parents and prospects, from campus updates to event confirmations, with engagement tracked and the messaging tuned on what the numbers said.
The regular round-up for the school community: what happened on each campus, what is coming, and what parents needed to know, kept in the same voice as the feed.
ARYAMAN 2022
The school's annual run for a better Bengaluru, and the year's biggest campaign.
Ekya for a better Bengaluru
A 1K, 3K and 5K Sunday run through Madiwala Lake, BTM Layout and JP Nagar, open to families, alumni and neighbours, raising support for lake revival in South Bengaluru under Ekya's Service Learning Program. Across five campuses and four platforms: the announcement and countdown posts, the teasers and trailer, the event microsite copy, the registration push, and the fellowship film afterwards.
Two-sided pieces parents could hold. Hover, or tap, to turn each one over.
Brochure
Four pages that introduce the school to a family in one sitting.
The long-form piece of the set: the philosophy, the campuses, the programmes and the way in, written so a parent can read it end to end at the kitchen table and know what Ekya stands for.
On-ground
The festival stall, rebuilt from the production mockup so you can walk around it.
FIND Festival ’23
The FIND Festival ’23 stall, where families collected the Design Thinking kit: the school name on the valance, the festival artwork on the back wall, the Design Thinking line on the counter, so it reads from every side of the hall.
Drag to turn it · it turns by itself when you let go
Digital
Website content and the school blog: campus landing pages, and articles written for parents under the school's name.
Website audits
Three sites, reviewed page by page on desktop and mobile, with every issue logged as a ticket for the agency.
For ekyaschools.com, nps.cmr.ac.in and npuc.cmr.ac.in I worked through each page as a parent would: copy that contradicted itself (a pre-university college "spread across 5 different locations", written for the wrong institution), text laid over photographs, a missing campus address, a broken logo, an enquiry form that had to be replaced with a single call to action. Each one went into a shared tracker with a screenshot, a deadline and a status, and the landing pages were rebuilt around the enquiry.
- Issue tickets with date, platform, screenshot, description, deadline and status, per site
- Content tracker for the blog pipeline: drafts, reviews, priorities and sign-off
- Landing-page and staging reviews before anything went live
The house style
Before the blog could take guest writers, it needed rules. I wrote them.
One voice, many writers
A working document for everyone writing under the school's name: how to pick a topic, research it, structure it and keep it sounding like Ekya. A few of the rules, as written.
- Know your target audience: storytelling, a few visuals, short sentences, blockquotes, simple yet effective vocabulary and active voice.
- Never use ‘&’, use ‘and’ instead. Always follow UK English. No italics; they are not part of the brand guidelines.
- Always be factual. The content has to be sourced from authentic websites, and the resources go at the end of the blog.
- Feature one or two ideas per paragraph. Break up content with compelling headlines and mini-headlines. Hyperlinks are compulsory.
- Your examples have to be trending, thought-provoking and inspiring. Do not give basic information.
- Each blog post should reflect our “beyond boundaries” idea. Do not copy-paste the USPs; make them fit the ideas in the article.
Press
Press releases and external communications, drafted, edited and placed. One of the stories that ran.
Appu’s Lasting Impression
A fourth grader from the city has paid a unique tribute to Sandalwood actor Puneeth Rajkumar ahead of his death anniversary: a portrait of the late actor made entirely of Rubik’s cubes.
Express News Service
BENGALURU: Shresht Prabhu, a nine-year-old, has created a portrait of the late actor from over 370 individual Rubik’s cubes, paying homage to one of his favourite actors in the Kannada film industry. His father, Guruprasad Prabhu, says he has been solving puzzles since a young age and has always been a quick learner. He started with the smaller 3×3 cubes, learned to solve them within 15 seconds, and has progressed to 4×4, megaminx and pyramid cubes.
So far, Shresht has created portraits of Virat Kohli, Ratan Tata, Dr Rajkumar and Rishab Shetty, among others. He plans to make live portraits of celebrities using Rubik’s cubes, and one day to represent India in speedcubing competitions.
What held it together
- Five campuses need one voice and five calendars. The strategy was shared; the posts were not. Each campus got its own events, faces and dates inside the same tone.
- The daily feed is what makes the campaigns land. A marathon or a festival post works because parents have seen the school every day in between.
- Integrated communication is the through-line, not any single asset: the same promise on a booth wall, a newspaper insert, an email sequence and a WhatsApp message, sized for where it is read.
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