01
Project Overview
Digital School
Digital School is a fast expanding, result oriented coding school for kids. With its few years in the market already, Digital School has on-boarded thousands of students. In order to increase this expansion, and bring the business from early adopters closer to early and late majority, it had been considered necessary to bring together a plan that would bring forward the values of the school and create replicable marketing models for other branches throughout the geographical locations.
02
Results
01 - Comprehensive Branding Strategy for Global Expansion
A branding strategy and one-year marketing plan were developed, along with market segmentation and visual identity materials. Workshops were conducted to train the operational team on the new brand.
02 - Over 30 % organic SM growth in 1 month from brand launch
Four houses were created for students based on psychological traits to promote a sense of community. The school assigned representatives to moderate and organize group competitions, which led to increased social media following by 30% within a month.
03 - Scaled in 20 countries and 500 locations under their brand
Full brand and visual identity were created for each house, along with communication strategies for each channel, enabling the school to scale the brand globally across 500 locations.
03
The Challenge
What was the existing state?
The digital school in the Balkans expanded to seven locations but struggled to stand out from the competition due to longer curriculums and lack of attention-grabbing rewards. They were on the verge of an agreement which would allow them to scale globally, however their brand architecture wouldn’t allow them to do so under their name.
04
Our Strategy
How we did it?
01 - Workshop Sessions
Workshopping with Digital School's founders and operations team, we grasped their current and desired states, setting specific KPIs for each objective.
02 - Research and Focus Groups
To understand the school's value proposition and determine the appropriate positioning, we conducted focus groups with students and analyzed the competition.
03 - Created and set the brand vision
We developed a brand and marketing strategy that aligns with the goals, mission, and vision of the digital school, encompassing the look and feel, tone of voice values and beliefs and distinctive positioning.
05
The Solution
What we did?
01 - Brand Strategy
Based on the workshop sessions, focus groups, and analyzing the competition, we formulated a brand strategy that is in harmony with the digital school's goals, mission, and vision.
02 - Brand Positioning
By setting clear goals, mission, and vision and taking into account the look and feel, tone of voice, core values, and beliefs, we crafted a brand positioning that effectively communicates the essence of the digital school.
03 - Marketing Strategy
Once we established the brand strategy, we devised a comprehensive marketing plan aimed at enhancing the company's brand perception in the market, establishing a distinctive identity, and ultimately driving sales and boosting overall brand awareness.
04 - Visual Identity
After defining the brand's values, beliefs, tone of voice, and positioning, our team assumed responsibility for crafting the messaging and developing a visual identity that aligns with the brand.
The school's unique Houses, created based on students' psychological traits, promote a strong sense of community and belonging by grouping students with similar characteristics.
06
Brand Execution
After establishing the brand's values, beliefs, tone of voice, and positioning, our creative team took charge of crafting messaging and visuals that were tailored to fit both the brand and the students of the school. The resulting messaging and visuals were distinct and resonated with the brand's identity, helping to create a strong and authentic connection between the school and its audience.
