From B-School to BE School
In a saturated MBA market, here’s how we helped Jaipuria Institute of Management to become a BE-School of choice.
The Client
Jaipuria Institute of Management
The Challenge
To transform a traditional B-school brand into a national brand of choice.
Relationship
2011 - Till Date
When legacy didn't translate into brand perception
The B-school had the infrastructure, pedagogy, and legacy. But the numbers – just 42% occupancy, told a different story.
THAT WAS JUST THE TIP OF THE ICEBERG.
What lay beneath the faltering numbers, was a deeper issue.
Fragmented brand perception, lack of uniformity across campuses, and zero national presence; particularly in the competitive Tier 2 and Tier 3 markets where aspirations were evolving rapidly.
This was not just a business problem. It was a brand problem. What Jaipuria needed was not a campaign to boost performance, but clarity and consistency to carve its own niche. It needed a brand resurrection.
AND THAT’S WHERE WE CAME IN.
Not as just another agency, but as brand stewards.
We began listening, digging deeper and re-discovering brand Jaipuria and recrafting its brand story. Beyond quick-fix marketing we built a brand that inspired trust, loyalty, and pride.
The education markets, back in the day, (and continues still) were reeling under pressure. The here-today-gone- tomorrow b-schools across the country had dented the reputation of business education across the country. Trust factor was low. Migration towards private universities was obvious. MBA as a qualification by itself was considered as the ticket to a well paying career and success. Aspirants followed their peers to enroll for a program without understanding their own attitude, aptitude and future aspirations.
Our Strategy
Brandstorming our way to business success
Recognizing that Jaipuria’s challenge was as much a brand challenge as a business one, we repositioned the Institute as a BE-school platform that not only imparted management skills but offered a platform for students to be more – beyond a management qualification.
The Re-positioning
Making the strategic shift
- FROM A PROGRAM TO A PLATFORM
- FROM A BRAND IDENTITY TO A LIVING CULTURE
- FROM ACADEMIC QUALIFICATION TO LIFE TRANSFORMATION
FROM B-SCHOOL TO BE SCHOOL
Our approach was anchored in an inside-out framework
UNIFYING THE BRAND
Making the Visual Identity Resonate with the Next Gen
More than a Brand Voice - Building a Brand Personality
Elevating brand experience with CAMPUS INTEGRATION
BUILDING BRAND CULTURE
While most B-schools were busy touting placement numbers, we focused on nurturing something deeper: a student-first institute culture rooted in learning, innovation, self-leadership and impact.
Defined a clear Educational Ethos
Positioned ‘Learner Agency’
Coined ‘ ROI- Return on Involvement’
SHIFTING BRAND PERCEPTIONS
Management is more than a career and Jaipuria is more than a business school. The BE-School positioning carved a niche for Jaipuria as a transformative experience for all stakeholders ( both internal and external) elevating the brand as an institute of eminence and choice.
THE ORCOMMed IMPACT
A brand-first, culture-led model that grows with its TG
From millennials, to GenZ and beyond, our deep market understanding, strategy and brand stewardship, has helped Jaipuria stay resilient, agile, and relevant to its stakeholders – whether student community, parents, faculty or industry partners.
BEYOND ADMISSOINS
Jaipuria - Built for long haul
Elevated Brand Perception
Brand equity among students, faculty, alumni, and industry
Optimum Occupancy
From 42% to 100% across all campuses and a 500% pipeline
Student Intake Quality
Consistently rising YoY — with better student-to-offer ratios
Enhanced Placements
100% YoY with 200% growth in average salary
Overall Brand Reputation
All 4 campuses ranked among the Top 75 B-Schools (NIRF)
Brand and Business Growth
A culture-led, brand-first model that enabled 300+% growth
