Case Study

GEMS Education


Inflection Point
Headquartered in Dubai, global award-winning educator GEMS Education selected Chicago as the location for its first JK – 12 school in the United States, GEMS World Academy-Chicago.

With aggressive enrollment goals and limited time, how should the flagship brand be modified for a national US platform, and engage a Midwest, urban audience?

Ogee Platform Solution
After identifying key differentiators in the Chicago market, TMG strategists and copywriters developed messaging and content libraries based on GEMS’ core attributes and values.

An integrated marketing communications program included a website, digital and print advertising, recruitment advertising, event collateral, prospectus, e-mail templates, construction barricade, events, and media placement. A launch timeline mapped delivery of a comprehensive brand-building program over an eighteen-month period.

GEMS World Academy-Chicago was able to successfully introduce its distinctive approach to education in Chicago and implement ongoing awareness, community outreach, and marketing communications programs in support of its short- and long-term goals.