Design Thinking for Innovation 

 Reflection 

 Counter Challenging the Marketing Challenge ; through Story Telling 

 Final Assignment 

 The Challenge and the Counter Challenge 

 I work in the marketing department of an educational institution . My core activity revolves around   developing strategies . Mostly I am engaged in the ‘ what ’ and ‘ why ’ of the activities rather than the ‘ when ’   and ‘ how ’ of the same . Recently , our engineering department was facing challenges in attracting the   desired number of students to be enrolled in a semester . Although the engineering school is one of the   finest in the country , there were certain problems . 

 Even though the college has been in existence for over 3 years with more than 100 students , the annual   growth rate for this particular school was showing a barely noticeable growth . 

 I have always worked to find a viable solution to the challenges that I am faced with . The tasks at hand   were to increase the student enrollment of the engineering college to over 50 percent in a span of 3 years ,   and to develop a successful strategy for the same . 

 Visualizing the Strategy 

 I had to perform an in - depth research and understand the entire marketing communications that was   undertaken over the last 4 years by this college . The message was clear . The art work aesthetically pleasing   and the targeting method was best if not 100 percent up to the marketing standards . Then what was   wrong ? I believed in finding the answer to this challenge would provide insights into the problem . 

 This began the problem visualization stage . Based on innovative design thinking models , research was   initiated from two groups 

 1- Career   counselors of various schools and colleges   2- Prospective students 

 The findings received from the above two groups were strikingly different . The first group were happy   with the program and what it offered . They were recommending to pursue education in this school as   well . The second group , comprising the students , had no desire to join the program . After considerable   insight it was understood by the marketing department that the underlying issue was not the marketing   communication . It was the lack of the emotional connect of the students with our engineering program .   They did not perceive it as a practical educational option . Hence , the strategy to counter this issue was   devised . We needed was a story that related with the psyche of the prospective students . The best stories   that we like and tend to be believe in are the one that are similar to us . This initiated the mind mapping   process . 

 Mind Mapping and Story development as a digital content distributor 

 At the basic strategic level , it was decided that the story we were to conceive and write was related to   one of our current engineering students . After talking to the relevant head of department and after many   discussions , two stories were finalized . They were aimed to connect the students by providing the missing   emotional link . One story revolved around innovation and the other shared how to beat the odds to   achieve success . I will briefly mention one story revolving around innovation . 

 One of our engineering students , through a brilliant innovation streak developed a working low - cost 3D   printer . The ORIC office of the educational institute I work at has already funded the project . We wanted   to project that our engineering students are not just engineers but are innovators . They had the ability to   become entrepreneurs even when they were studying . The perception built through this exercise was to   share the concept that engineering students can become a success and financially independent . They can   avoid the job trap and can become job providers . 

 Learning Launch 

 Developing the relevant digital story telling content was only half the job . Content distribution was the   key for a successful campaign . We launched the story across various digital media platforms in a planned   and coordinated manner using state - of - the - art performance measuring tools . Till now the results have   been highly positive , engagements rates are increasing and complimentary # metoo campaign has also   gone viral . The results were more than what was desired when this project based on design thinking and   innovation was initiated . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Design Thinking for Innovation 

 Reflection 

 Counter Challenging the Marketing Challenge ; through Story Telling 

 Final Assignment 

 The Challenge and the Counter Challenge 

 I work in the marketing department of an educational institution . My core activity revolves around   developing strategies . Mostly I am engaged in the ‘ what ’ and ‘ why ’ of the activities rather than the ‘ when ’   and ‘ how ’ of the same . Recently , our engineering department was facing challenges in attracting the   desired number of students to be enrolled in a semester . Although the engineering school is one of the   finest in the country , there were certain problems . 

 Even though the college has been in existence for over 3 years with more than 100 students , the annual   growth rate for this particular school was showing a barely noticeable growth . 

 I have always worked to find a viable solution to the challenges that I am faced with . The tasks at hand   were to increase the student enrollment of the engineering college to over 50 percent in a span of 3 years ,   and to develop a successful strategy for the same . 

 Visualizing the Strategy 

 I had to perform an in - depth research and understand the entire marketing communications that was   undertaken over the last 4 years by this college . The message was clear . The art work aesthetically pleasing   and the targeting method was best if not 100 percent up to the marketing standards . Then what was   wrong ? I believed in finding the answer to this challenge would provide insights into the problem . 

 This began the problem visualization stage . Based on innovative design thinking models , research was   initiated from two groups 

 1- Career   counselors of various schools and colleges   2- Prospective students 

 The findings received from the above two groups were strikingly different . The first group were happy   with the program and what it offered . They were recommending to pursue education in this school as   well . The second group , comprising the students , had no desire to join the program . After considerable   insight it was understood by the marketing department that the underlying issue was not the marketing   communication . It was the lack of the emotional connect of the students with our engineering program .   They did not perceive it as a practical educational option . Hence , the strategy to counter this issue was   devised . We needed was a story that related with the psyche of the prospective students . The best stories   that we like and tend to be believe in are the one that are similar to us . This initiated the mind mapping   process . 

 Mind Mapping and Story development as a digital content distributor 

 At the basic strategic level , it was decided that the story we were to conceive and write was related to   one of our current engineering students . After talking to the relevant head of department and after many   discussions , two stories were finalized . They were aimed to connect the students by providing the missing   emotional link . One story revolved around innovation and the other shared how to beat the odds to   achieve success . I will briefly mention one story revolving around innovation . 

 One of our engineering students , through a brilliant innovation streak developed a working low - cost 3D   printer . The ORIC office of the educational institute I work at has already funded the project . We wanted   to project that our engineering students are not just engineers but are innovators . They had the ability to   become entrepreneurs even when they were studying . The perception built through this exercise was to   share the concept that engineering students can become a success and financially independent . They can   avoid the job trap and can become job providers . 

 Learning Launch 

 Developing the relevant digital story telling content was only half the job . Content distribution was the   key for a successful campaign . We launched the story across various digital media platforms in a planned   and coordinated manner using state - of - the - art performance measuring tools . Till now the results have   been highly positive , engagements rates are increasing and complimentary # metoo campaign has also   gone viral . The results were more than what was desired when this project based on design thinking and   innovation was initiated .
### Output: 