Lectarium.
Online Education
Educational Сenter “Lectarium” coaches school students for Unified State Exam, annually educating over 30,000 students. The platform is active in social networks being the brand’s main communication channel, and a student account is most actively used in Vkontakte app. The Agency was designated to develop a communication style, corporate identity, and a new account interface.
Lectarium is an online school for effective coaching graduates for the Unified State Exam with plenty of useful information, interesting materials, websites, proper motivation and gamification elements.
At the start of our work, we, mutually with the client's team, carried out a study of perception of social platforms and styles of the brand and the competitor groups (there was a stage of eye tracking, in-depth questioning, studying students’ fears and pains, studying the perception of competitors, the trajectory of behavior within social networks on our pages and our competitors’ pages). Having collected relevant conclusions, we developed a new strategy for the brand positioning and communication; its core is easy communication from the teachers’ side, their openness to students and implementation of game mechanics in the messages and educational process.
We created Owl sticker pack for Lectarium communication between students. The owl image remains a “bridge” between the past and the future visual image of the company, having changed into a more native tool — stickers for messengers.
Most of the interaction between teachers and students now takes place in chat rooms. While developing a new interface for a student account and loyalty program, we tried to keep simplicity and recognizability of up-to-date mobile platforms and social networks. It allowed to simplify user experience to chatting with teachers and classmates, and to develop future account functionality.
