This success story arises from the following service: Marketing and Public Relation Services in Korea
A global company that developed a unique method for teaching English to children established a new study center in South Korea and sought to secure media coverage for its launch, including several interviews with the national Korean press.
TARGET: MEDIA COVERAGE FOR LAUNCHING THE NEW STUDY CENTER IN KOREA
Despite being an Israeli-based company, it is not widely recognized as such internationally, operating in about 30 countries with more than 700 study centers. The goal of the media coverage for the launch event was primarily to announce the company's commencement of operations in Korea and to attract new customers to the center on the event date.
CHALLENGE: A TIGHT SCHEDULE AND AN UNFAMILIAR PRODUCT
The event date for the launch of the new center was set, leaving only a two-week period to inform and invite local and national media representatives. Furthermore, the company's operations were unfamiliar in Korea, making it challenging to secure media interest.
WORK PROCEDURE: BRANDING & SELECTING THE RIGHT MEDIA CHANNELS
Before approaching media channels, KOISRA's research team began mapping relevant media outlets and reporters specializing in education, particularly those covering foreign education companies operating in Korea. Given the goal of attracting potential customers to the event, emphasis was placed on identifying local media channels relevant to the center’s focus.
Despite the company not being widely recognized as Israeli globally, the decision was made to brand the company as Israeli and link its unique teaching method to the Jewish educational tradition. This strategy leveraged the high regard for Israel and Jewish education in South Korea to offset the unfamiliarity with the company's operations and to spark media interest.
After preparing a 'public relations kit,' efforts to engage with the press and local and national television channels commenced. Editors and reporters were briefed on the company's global operations, its various study centers, and the distinctive teaching method originating from Israel.
RESULT: MEDIA COVERAGE IN PRESS AND ON TELEVISION
Despite the tight timeline, a local news channel's television crew covered the opening of the new study center and interviewed company representatives on the launch day. The event attracted many guests, including representatives from the Israeli embassy and Israel's economic attaché in Korea. Prior to the event, there were several publications in local and national press outlets, such as the Korea Times, and interviews with the company's managers in Korea and Israel featured in economic news outlets like MK News.
