Assignment 1: Offline Launch Campaign Proposal

NationBuilding Case Study Competition 2027

College: Shri Ram College of Commerce (SRCC), Delhi University
Proposed Launch Event: SRCC Business Conclave (Second Week of October 2027)

1. Campaign Objective
To successfully launch the NationBuilding Case Study Competition 2027 at SRCC, Delhi in the second week of October
2027 by:
- Creating strong offline awareness across campus like Advertising in Metro stations
- Generating high-intent student registrations
- Positioning the competition as prestigious, impact-driven and career enhancing
- Driving engagement through peer-led amplification

Target Audience: Undergraduate students from across different areas of study

2. Why SRCC & Why SRCC Business Conclave?
Why SRCC?
- India’s premiere commerce institution
- Highly competitive, consulting oriented student base
- Strong society ecosystem (consulting, economics, entrepreneurship, debating)
- High participation culture in national competitions

Why SRCC Business Conclave?

- Annual flagship event attracting 500+ students

- Presence of external speakers, industry exposure
- Ideal platform to launch a competition aligned with nation building and policy themes

This creates instant credibility and association with excellence.

3. Campaign Positioning
Core Message: “Compete. Solve Real Indian Problems. Build the Nation.”
Key Hooks:
- Real-world governance and policy simulation
- Resume value & recognition
- National level exposure
- Impact driven competition

Tone: Aspirational, prestigious, intellectually challenging.

4. Campaign Timeline
Phase 1: Pre-Launch Build-Up (T – 10 Days to T – 1 Day)
1. Strategic Partnerships
Collaborate with:
- Consulting society (Like 180 DC, SRCRC)
- Economics society
- Entrepreneurship cell
- Secure endorsement from atleast 3 societies for credibility.
2. Teaser Campaign (Offline)
A. Teaser Posters (Minimalistic)
Message examples
- “Can you solve India”
- “Policy, Power, Impact”
- “October 2027. Are you ready?”

To be placed at Library boards, canteen notice areas, academic corridors etc.

Phase 2: Launch week execution ( second week of October)

At the launch date at SRCC business conclave
1. Official stage announcement (5-7 mins) can be made, giving a brief introduction to the competition, problem theme
reveal, prize pool and recognition highlight with registration QRs displayed on screen.
2. High Impact Offline Activation Zones can be set up outside the auditorium for branded standee backdrop and
instant photo opportunity corners. This would create visibility and pull organic crowd also.
 3. Peer Influencer Strategy can be used to identify students and give them early access registration and incentive like
special recognition certificate, they can promote in WhatsApp batches, society groups and peer circles.
4. Micro engagement activities can be incorporated such as 1-minute policy pitch, where students walk in record a 1
minute solution idea and best 3 would get features during closing ceremony of the conclave.

Phase 3: Post Launch Amplification (T+1-7 days)

1. Classroom followup can be done where volunteers would revisit large classes to remind deadline.
2. Offline Reminder Collaterals must be there such as registration countdown posters and other boards.
3. Society Led Information Sessions must be hosted, as small offline info sessions in collaboration with the consulting
societies to discuss about ho to approach case competitions, sample problem breakdowns and q&a sessions. This would
increase actual conversion.

Peer Lead Engagement Strategy

1. Campus Ambassador Core team of around 10 students can be made with roles that of academic outreach, society
coordination, booth management and documentation reporting.
2. Society Collaboration Model to offer cobranding on certificates, mention in official communications and recognition
for highest participation society to trigger inter society healthy competition.

5. Estimates offline Collateral Plan wherein 30 posters, standee banners, registration booth (atleast 1), feedback and
engagement walls, handbills for high traffic areas etc. can be worked upon, using lost cost and high visibility as the motive.

6. Success Metrics, to measure success, number of registrations (eg. 300), percentage participation from top 5 societies,
Number of QR scans during launch week and percentage awareness recall among attendees can be used.
Assignment 2
Recommendation Note
Contingency Plan for Last-Minute Campus Permission Issues
In the event of last-minute permission challenges at SRCC for launching the NationBuilding Case Study Competition 2027, the
approach must shift from dependence on formal infrastructure to flexible, decentralized execution while maintaining credibility and
momentum.

Immediate Action Plan

1. Shift to Decentralized Micro-Launch Model
- Instead of relying on auditorium access or official stage time, the launch can be executed through:
- Classroom-level announcements (with prior faculty consent)
- Informal department-level gatherings
- Society room briefings
- Canteen and common-area pop-up desks
- Smaller but targeted touchpoints often generate higher engagement than one formal announcement.

2. Society-Led Soft Launch

Activate partnerships with:

- Consulting Society
- Economics Society
- Entrepreneurship Cell

Request them to:

- Announce the competition during their internal meetings

- Share registration QR codes in official WhatsApp groups
- Nominate 2–3 peer champions per society
- This ensures the campaign continues through trusted student networks rather than administrative channels.

3. Relocate Physical Activation

If campus permission is fully denied:

- Conduct the launch at a nearby public-friendly location (e.g., DU North Campus café space or open public lawns where no
formal permission is required).
- Convert the event into a “Discussion Circle on Nation Building” and introduce the competition organically.
- This reframes the launch as a student-driven initiative rather than an institutional event.

4. Quick Digital-Offline Hybrid Pivot

If physical execution becomes highly restricted:

- Conduct a short Google Meet orientation promoted through society groups.

- Continue offline engagement through QR posters and peer outreach.
- Use WhatsApp broadcast lists through student leaders for structured follow-ups.
- The key is to avoid silence. Momentum must not break.
- Risk Mitigation Lessons for Future Launches
- Secure written permissions at least 3–4 weeks prior.
- Maintain a backup venue or alternate time slot.
- Develop parallel launch models (formal + decentralized).