City University College of Ajman (CUCA)

City University College of Ajman (CUCA)

Cuca Graduation Ceremony Project


The Case

City University College Of Ajman (CUCA) is an institution of higher education located in Ajman, which provides top-quality education for UAE nationals and international students.

It aims to foster their personal growth and prepare them to compete in the global labor market.

Matrix PR was approached by the CUCA to publicize its upcoming graduation ceremony as well as highlight its expansion to Dubai through the launch of its second campus in the UAE.



Publicity for the graduation ceremony

Arrange reporters from English and Arabic media to attend, cover the event and enhance goodwill with the media in the region

Target Media: Arabic, English and Malayalam media


  • Low media visibility

  • Low awareness among target market


CUCA had for a long time stayed under the radar and as a result attracted almost zero media attention.

The management however felt it was time for the institution to enhance its media visibility especially at a time when it was expanding.

Through the graduation ceremony and the new Dubai campus announcement, CUCA was now in a better position to raise its awareness levels and subsequently attract students for its new and existing courses.

Campaign Strategy

Campaign Strategy

Invite and coordinate the media during the graduation ceremony and also ensure that the media interact with some of the institution’s top officials

For this campaign, media relations was key.

The agency needed to strategically position the institution as a key player in the regional education sector by appealing to the relevant media.

The graduation was a good starting point to get the media to visit the main campus and interact with the top management.

  • Media Relations

  • Create awareness about the institution

  • Image and Brand Visibility

Execution & Tactics

Execution & Tactics


  • Began by identifying relevant media in order to invite them to the graduation ceremony.

    Initiated correspondence and briefed the media about the institution, its upcoming graduation ceremony, as well as its expansion to Dubai as home to its second campus.


  • The agency prepared and developed all media material – press invite, press release, factsheet.

    The agency was responsible for the dissemination of the press release/factsheet to all media attending and to follow up to ensure subsequent coverage.


  • The agency ensured a good number of media attended the graduation ceremony and also got an opportunity to interact with the top management.




Coverage in all leading dailies, online publications, and relevant TV channels


Al Bayan, Al Khaelej, Al Ittihad, Al Wahda, Al Watan, Al Roeya, Gulf Today, NTV, Ajman TV, Gulf Time


Enhanced rapport with the relevant media in the region


The event strategically positioned the institution as a key player in the regional education sector

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