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Mark Twain International School
Communicating academic excellence in private education
- Education
- Corporate reputation. Earned media.
Context:
Mark Twain International School (MTIS) is one of the most established private schools in Romania and the first institution in the country to introduce a dual curriculum combining the Romanian national program with the International Baccalaureate Continuum of teaching & learning for students ages 2 to 18, a leading internationally recognized educational framework. With more than 30 years of activity and over 5,000 alumni, the school has built a strong academic reputation, with graduates admitted to more than 150 universities across 30 countries.
As the school expanded its educational ecosystem through new campuses and innovative academic programs, the communication challenge was to elevate its visibility in a competitive market while reinforcing its positioning as a leading, future-oriented private education institution.
Approach:
Pi2 designed a strategic PR program aimed at strengthening MTIS’s corporate reputation and ensuring consistent visibility around its growth trajectory. The approach focused on defining a clear communication narrative centered on academic excellence, innovation, and long-term investment in education.
The strategy combined broad reputation-building with targeted messaging pillars, highlighting the school’s differentiated educational model, measurable student performance, and continuous development. Communication was structured to create ongoing relevance, aligning key announcements with a long-term positioning framework rather than isolated media moments.
Solutions:
Pi2 implemented a structured media relations plan designed to sustain visibility and reinforce credibility over time. This included the proactive communication of key milestones—such as campus expansions, infrastructure investments, and new educational initiatives—ensuring each announcement contributed to a coherent, long-term narrative.
Content development focused on translating academic performance and institutional growth into relevant media stories, emphasizing student results, international university placements, and the school’s dual curriculum model. By combining data-driven storytelling with consistent media engagement, Pi2 positioned MTIS not only as a high-performing school, but as a benchmark for modern private education in Romania.
Results:
+10 earned media articles per announcement
+ 5 million impressions on earned media
+10 interviews & thought leadership appearances
