Redefining NIIT University as a vibrant, youthful brand aligned with its purpose

The challenge

• To accurately portray the brand in accordance with its archetype and personality
• To create an equally delightful experience for two very disparate audiences GenZ (potential students) and GenX (parents of potential students)
• To create a contemporary looking, search engine optimised website with high performance:
• < 2 seconds for page downloads
• 80+ score for key pages
• A score of at least 50 on Page Speed Insights

Our approach

TIC undertook a structured approach to the task.

We began the process with a comprehensive Brand Study. We did extensive research (in the form of digital surveys and interviews) of NIIT University's target stakeholder groups, and combined it with intense discussions with the top leadership team at NU and reference work on past media coverage.

The insights gathered were used to derive the brand differentiators (from the stakeholders' perspective), the brand messaging architecture, brand archetype, and brand physique for the university. Additionally, we also unravelled stakeholder experiences in the form of CSAT index and NPS scores that the university is using to take key strategic decisions.

This was followed by an in-depth UX Study that focused on understanding user behaviour and discovering the needs and pain points of the target group. It involved:

• Focus group discussions with internal stakeholders (Founders, Nurturers, Placements, Admissions and HR)
• Qualitative and quantitative analysis of inputs from the target demographic (Students, Parents, Alumni, Faculty)
• Secondary research that encompassed Google Analytics, Web Research, Analysis and Brand Study
• Bench marking competition

Team TIC then proposed a content strategy and design based on this initial research and analysis of both studies.