Communications Strategy

and Execution
for
Summit Alternative School
Background
• B’yond Art is a Creative Agency the Creative Agency with a focus on
providing cost effective design solutions in the digital era.
• With it’s robust body of work and comprehensive team B’yond Art
currently provides end to end communications solutions.
• Summit School is a pre primary / play school in it’s current form of
business.
• Ms. Neeta and team are aiming to open an alternative school in
HBR Layout under the same brand umbrella.
• B’yond Art has been asked to submit a communication strategy and
roll out proposal.
Objective of the Document
• Primary:
• To suggest a Communication Strategy and develop a scope of
work for B’yond Art

• Secondary:
• Define working details of the project
• Set deliverables and prerequisites
Proposed Intervention

Define Long Term

and Short Term Define Channels
Communication of Communication
Objective

Hand Hold
Rollout
 Scope of Work for B’yond Art

Phase 1 – Phase 4 –
• Desk Research Define • Online Channel Future Scope
• Management Discussions • Initiate FB Closed User Group
• Set Up Website
• Define Objectives • Set Up SEO for Website • Develop a communication
• Define Mission and Vision • Set Up Social Platform calendar
Statements • Populate with content • Deliver Communication Kit and
• Roll out communication Templates
• Define Lexicon - Tone of
Communication deck for offline activities
• Define Communication Channels

(Online – Social, YouTube/ Offline)

Phase 0 - • Define Basics of Branding

• Define Marketing Budgets Phase 2 –
Discovery Roll Out
 Deliverables and Timelines
Phase 0 Phase 1 Phase 3

• Project Sign Off • Docket Containing overall • FB group rollout#

(Agreement) communication strategy • Dummy Website Rollout
• Assimilation of • Brand Name • Final Website Rollout
Requirements • Tag Line • Initiate and take SEO
(Sign off on deliverables) • Sign Off on Tone and forward*
Colour Palette • Set Up Facebook and
• Communication Channel Instagram
Prioritization and Channel • Populate FB and Insta *
Plan • Develop and deliver
(Offline and Online) Corporate Kit
• Communication Budget • Deliver Event based
for Online Media collaterals*

Week 1 Week 2 Week 4*

# Can be taken on apriority in Phase 3
* Can evolve to be a monthly or a case to case basis activity
Expectations from Client
B’yond Art believes in a collaborative and iterative
process for execution of the Scoped out work.

We expect the client to provide:

• Accurate Knowledge Transfer of the concept and related
processes
• Technical Content as and when required
• Timely reverts on all the queries and inputs
Governance
B’yond Art shall be deploying the below structure for handling the project.

Research
Strategy S.M.E.
Associate

UI S.M.E.
Administrative
Assistant
Account Creative Graphic
Manager Assistant Designer

Marketing Executive
Social Media

Digital SME Web Developer

Commercials
• B’yond Art shall sign off on an Agreement / MOU for the mentioned SOW.
• Costing for the Scope Of Work mentioned (Phase 0 to Phase 2) is:
• Rs.1,25,000/- plus GST
• The cost covers:
• Domain Registration
• Server Hosting Cost
• Consulting and Creative Charges
• Content Writing
• Local Travel and Boarding

• Payment Schedule:
• On Agreement Sign off : 75% of the total amount
• On Completion of project (End of Week 4): Balance 25%

• Offline collateral development and Online Collateral and Marketing charges shall be extra on
actuals.
Confidentiality
• Employees, volunteers, and board members of B’yond Art are
bound by ethical and legal codes to protect the confidentiality
and privacy of our clients and to protect and maintain the
confidentiality of all information learned about clients, their
family members and acquaintances in the course of providing
services to them. Confidential communications include
conversations, reports, forms, correspondence, and computer
generated communications with, about or involving in any way
any client of B’yond Art.
• B’yond Art may however use the credentials of the Client in all
their corporate communications and client list.