Objective

As part of its branding effort in Asia, Dulwich College International was seeking to build a comprehensive content strategy that drove commercial outcomes for Dulwich across China, Singapore, South Korea, and Myanmar. 

Approach

Edelman developed a three phased program to understand parents’ content consumption behaviours, and their motivations for enrolling their children. We broke our approach into three phases:

• Phase 1: Content audit & competitor analysis)

• Phase 2: Parental mindsets & customer journeys

• Phase 3: Digital & Content Strategy Development