Wall Street English, China - Bringing Education Up To Speed

Helping WSE China extend their business - from offline classroom to the possibility of online payment options. THE RESULTS - We assisted WSE China to extend their digital course offering by providing online payment options for students that may not want a physical learning experience. THE CHALLENGE - Investing in Experience. WSE China wanted to maximise it's marketing and lead generation efficiency by offering online learning options to consumers that wanted the convenience of anytime learning. Wall Street English is a premium English language provider in China, proud of its heritage of personalised customer service and highly efficacious teaching methodology. The WSE China program is designed for all levels of learners, from beginner to advanced. Their program includes an English-only environment in their centres, native English-speaking teachers, social activities that allow students to practice English, highly interactive classes, and a global online student community. WSE’s target customers are shifting their learning and buying behaviours from offline to online. To keep up with consumer buying preferences, WSE China wanted to provide digital payment and study options to consumers. This study option needed to be complementary to its existing business and needed to support the value of its core learning methodology, while still providing the highest level of customer service. THE SOLUTION - End to end transformation. We partnered with WSE to broaden their business model and relaunch their product for the Chinese market - from conducting the consumer & technology research, to guiding WSE in a business model canvas workshop, proposing the possible business directions incorporating online services, writing the experience strategy and principles, creating the new website and embedding analytics, implementing an E-commerce solution, and creating the launch content. Isobar leveraged CODE 1, our proprietary big data tool to collect and analyse data regarding consumer social discussions and online behaviours to form brand strategy and optimise the consumer decision journey. With the help of ethnographic research, we helped WSE understand how potential customers make decisions, their brand preferences and discover the real English learning scenarios that shape their decision making. We revamped the brand on the website to vividly demonstrate the learning journey and how WSE’s alumni improved their lives through personal videos and stories. We developed the “the power to change futures” brand positioning with these videos, and the brand experience on the new website.