Service Category: Brand Consulting / Creative Writing

CADD Centre Makes A New Promise

CADD Centre, a national network of CAD training institutes, used to be one of my long standing customers. I wrote their website content, mailers, and brochures, and so on for over 12 years since 2006. My last assignment with them was creating their latest brand slogan.

Past and Future

CADD Centre was providing AutoCAD training in Chennai. In 1985 it had only one centre. But the institute tried its luck with franchising. It worked. The network spread like wildfire. Today CADD Centre has about 500 franchise centres across India and in a few foreign countries.

Those were the days when engineering colleges taught only manual design. If students wanted to learn a CAD software, they had to go to a private institute. However, things changed slowly. Today colleges themselves teach all CAD software. Not a good news for my customer. Hence, beginning of this year (2018), CADD Centre began to provide training with job offers.

New Slogan Wanted

“Driving digital designs” was its old slogan. Sometimes they also used, “World Class Training. World Over”. It was perfect for the old business: training, quality training, reaching training to the unreached. With the new strategy, they wanted a new brand slogan.

I had discussions with the top management and learned more about the message they want to send out with their slogan. “We are not a training company anymore. We have become a placements company,” Mr Karaiadiselvan, the Managing Director said. “We work with the employers and understand their skill needs in engineering design. We then identify, train and make students a perfect match for the jobs.”

In the concept note I wrote what the two phrases intended to convey:

Skills Driven: “We are driven by the passion to identify students and impart them with a variety of technical, managerial, and communication skills that make them job ready.”

Job Led: “Job is the ultimate outcome. We do what we do to place students in jobs.”

Hope, the new business strategy succeeds. Wishing the company I admire all the best.