Corporation to promote its schools as a brand

According to a Chennai Corporation official, students of the schools run by the civic body are performing well in academics as well as in sports. “Even the teachers and students in the Corporation schools do not know about this. We are going to promote all the positives of our schools,” the official said.

Explaining the reason for pushing the schools as a brand, the official added that a student studied in one of the Chennai Corporation schools had secured the sixth rank in overall engineering admission ranking last year and first in MBC ranking. “Private schools are promoting this kind of success and attract parents. Why can’t we do the same thing? The motive is to reach a large number of parents. We are providing kindergarten, Montessori and English medium education, but no one knows about this,” he said. The civic body named the initiative ‘brand avatar’ and extensive advertisement campaigns through online platforms and social media are under consideration. The officials are also contemplating an exclusive website to spread information about the Chennai Corporation schools. As of now, there are 281 Chennai Corporation schools in the city.

Apart from branding, the civic body has already proposed a project to facelift all the schools at Rs 200 crore. Under the project, all the schools would have similar name boards and colour. Libraries, laboratories and other facilities will be provided under the project for which consultation and preparation of design aspects are underway. Under ‘brand avatar’, it will release periodic newsletters carrying information and performances of the schools and students. “Poems, stories and articles written by our students will be published and it will reach all our schools,”the official said.