ISBR Business School

Recruiting Kolkata students for a Bengaluru campus

A business school does not recruit where its campus is, it recruits where its applicants live. ISBR is in Bengaluru, so the outdoor went up in Kolkata, on the arterial roads and neighbourhood junctions of the areas that send students out of state for postgraduate study. Sites were chosen for the daily route of a final-year student and the family who will help make the decision, not for raw traffic counts.

What it delivered

Placing the buy in the source market rather than the campus market puts the school in front of applicants during the months they are shortlisting. It also reaches the parent, who sees the same board on the same road and is part of the decision in this category.

Format Hoardings

Market Kolkata

Audience Out-of-state applicants

ISBR Business School hoarding on a Kolkata arterial road

ISBR outdoor site at a Kolkata neighbourhood junction

Execution photography from the campaign, captured site by site as each placement went live.

All case studies

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