← Back to All Work / Academic / Technology
Academic / Technology
Higher Colleges of Technology

Higher Colleges of Technology (HCT)

TIMEFRAME 2023-2024
MARKET SCOPE National & International
ASSIGNED TEAM 2 Embedded Full-Time Employees
CLIENT SECTOR Academic / Technology
189
Media Placements Secured
$1.3M+
Earned Media Value (EMV)
44
Dedicated English Placements
190+
Articles Published / Month
01

The Challenge

As the UAE's largest higher education institution, the Higher Colleges of Technology (HCT) sought to reinforce its leadership in applied education and Emiratisation. However, despite its scale, the institution faced fragmented media relations and a critical gap in reaching the non-Arabic speaking population, limiting its ability to effectively communicate its national impact to the UAE's significant expatriate and business demographic.
02

The Solution

We implemented a proactive "Newsroom Model" to bring structure to internal communication flows and standardized information gathering. Crucially, we established a "Mirror Standard" for content, treating English news origination with equal weight to Arabic. This was supported by a targeted relationship-building campaign with Tier-1 English and business editors to bridge the historical audience gap and leverage high-profile events like GITEX, BRIDGE Summit, and the Dubai Airshow.
03

The Results & Impact

In the first two months alone (Oct-Nov), we transformed HCT's media footprint, securing 189 pieces of coverage with a combined Earned Media Value (EMV) of over $1.3 Million. We successfully unlocked the English-language market with 44 dedicated placements (approx. 23% of total volume) in outlets like The National and Gulf News, alongside securing high-profile broadcast interviews for students and academics on Dubai TV and Abu Dhabi TV.

Visual Showcase & Deliverables

Campaign presentations, assets, and collateral

2 Artifacts
Presentation Slide 22
Presentation Slide 22 View Full Size ↗
Presentation Slide 23
Presentation Slide 23 View Full Size ↗

Scope of Deliverables

Proactive Newsroom Model Mirror Standard English/Arabic Content Media Relations Tier-1 Placements Broadcast Coordination
STRATEGIC PARTNERSHIP

Achieve similar results for your organisation

Schedule a private consultation with Dr. Habib Bacha and the Credo senior team in Abu Dhabi to review your communications objectives.

REQUEST ADVISORY SESSION

More Client Portfolios

View All 12 Case Studies →