Marshall Cavendish Education refreshes brand, parks 60% of budget under digital

Marshall Cavendish Education plans to double down on digital and produce more "real people stories" across the world by featuring its customers through different creative communication channels. They include social media or live sessions. 

Catherine Loh, assistant general manager, marketing at Marshall Cavendish Education told MARKETING-INTERACTIVE that the company has allocated 60% of its marketing budget for digital marketing campaigns this year. In comparison, before the pandemic, only 20% of its budget was used for digital marketing, while the remaining 80% was “consumed by events, travelling expenses, and other marketing initiatives” since its primary markets are outside of Singapore.

According to Loh, social media and google search marketing platforms are critical touchpoints for the brand to interact with its customers in real-time. "The ability to tailor and target specific profiles in digital marketing has been advantageous as activities can be measured and optimised to meet our KPIs," she said.  

Marshall Cavendish Education recently underwent a brand refresh to bring back the joy of learning by simplifying the learning experiences for educators and students. The brand refresh comes amidst the pandemic, which has changed educators’ aspirations and challenged the traditional way schools operated, Loh said. The company was founded in 1968 and has operations in over 85 countries including Singapore, Malaysia, Thailand, Indonesia, the Philippines, and Hong Kong.

“We had to rethink how we could align and relate to a post-pandemic learning environment. This sparked our rebranding exercise to bring back the joy of learning amidst the disruption,” she added.

According to Loh, the company commenced its rebranding exercise in June last year and launched its new website on 16 March 2022. The brand’s corporate logo now dons a more distinctive wordmark and a speech bubble-like form to represent its communication-centric approach. The brand worked with brand and creative agency Refinery for this rebranding and worked with communications agency Fifth Ring for PR, social media and digital marketing.

Additionally, the company's website has been updated with a new and modern interface, with streamlined content. Marshall Cavendish Education’s popular series such as the Marshall Cavendish Education Cambridge Primary and IGCSE™, and My Pals are Here! are also complemented with lucid print and digital content suitable for blended learning, it said. Meanwhile, its digital learning hub MCEduHub's logo and website also underwent a refresh to personalise the learning experience and make resources more accessible. 

She also added that Marshall Cavendish Education has partnered with EdTech companies around the world to enhance its digital learning hub, MCEduHub, and plans to partner with more EdTech companies to enhance the growth and implementation of technologies in education.  

Related articles:
Taylor's University pushes boundaries with Deepavali ad on harsh realities in education
FairPrice keeps families busy with 'foodventure' during school holidays
Hubilo refreshes brand identity to reflect the future of hybrid events