Services offered: personal branding, media promotion
Claudia Chiru, primary school teacher and founder of the Alternative School of Applied Thinking – SAGA Kid, has enjoyed a meteoric rise in public life, becoming in less than 9 months a voice of the educational system in Romania. A charismatic leader who enjoys the attention and trust of the public, both online and offline, and a successful businesswoman, with a first franchise sold in the summer of 2018 and others that followed.
How did Claudia Chiru and TUDOR COMMUNICATIONS get to this point, after only a few months of promotion on a minimal budget? Through brand journalism & personal branding, as an approach in the communication strategy, that is, by creating useful news for the public, centered on Claudia, about a Romanian educational system full of gaps, but with a huge potential represented by the human resource.
While after schools have become a necessity, there is a lack of awareness of their role and importance in the harmonious growth of children. Parents are increasingly absent from children’s lives and after schools are used as mere service providers. The educational level in Romania is very low and outdated. SAGA Kid has very good results with children on behaviour and emotion.
We started from Claudia Chiru’s positioning as an experienced primary school teacher and founder of an afterschool institution in Bucharest, out of the box, focused on the personal development of children aged 5 to 10. SAGA Kid focuses on stimulating children’s creativity and ability to cope with any practical situation in the future, through strategic methods, designed by combining several techniques used by other international institutions, whose methods have been confirmed over time by exceptional results.
The strategic objectives pursued are to increase the visibility of SAGA Kid in the relevant environment through its image vector and education specialist, represented by Claudia Chiru, the founder.
The main strategic messages focused on a few core ideas and actions such as:
“Change the world through education!”
“Support innovation in education!”
“Choose quality for your child’s education!”
MAIN TARGET AUDIENCE
Profile of educated parents, with above-average income, concerned about the best interest of their child and having strong values such as family or maintaining traditions.
SECONDARY TARGET AUDIENCE
Parents, teachers, and grandparents.
COMMUNICATION CHANNELS
We communicated key messages on all agreed channels, with specific campaigns on the Facebook platform, to grow the community and develop a critical mass audience, eager to read and implement experiential education, focused on the needs of children born in the technological and information boom.
In January 2018, the page had a reach of 6000 people and an engagement of 1000 people. In September we reached 57,000 people reach and 21,000 people engagement. In almost 9 months, Claudia has gone from a few press appearances on a single one-off topic to over 130 media appearances – over 20 TV appearances, 4 print, and over 100 online appearances.
There were therefore dozens of video materials on the most important TV channels such as Pro TV, Antena 1 and 3, Kanal D, Digi 24, TVR 1, Realitatea TV, Prima TV, and dozens of articles on the most important online publications. These have strengthened Claudia Chiru’s position as a specialist in the education system and reinforced her credibility as a businesswoman.
As the project developed, the interest of the target audience grew, leading to the franchising of the business. A first franchise was successfully opened in September in Otopeni, and several other similar requests came from Bucharest and several counties of the country.
The way we focused our promotion was always without aggressing the reader/viewer with the SAGA Kid brand. We have always emphasized the value of information as the main benefit to journalists and our audience. These have led to the shaping of a coherent image of a teacher who refused to leave the state education system, even though he had the opportunity to do so, who is still fighting for a vision, one in which all parents and teachers in Romania are involved, focused on the emotional intelligence of children and the applied side of science, who are vulnerable and admit their mistakes, who learn something new every day.
The story of Claudia Chiru and the “Get out of line!” appeal continues. And we, along with her, are proud that we can change lives through the stories we create.
And your business can soar just as impressively if you know how and what to communicate. We’re here to guide you and give you the expertise you need for guaranteed growth. Contact us for more information.
