The client is a company based in Oxford, UK and they sell language courses:
- English language courses for adults and young learners in UK, USA, Canada
- French language courses for adults and young learners in France and Canada
- Spanish language courses for adults and young learners in Spain
- German language courses for adults and young learners in Germany
For the last 40 years they helped people acquire a new language as a life skill. They teach motivated people a new language in a result-oriented environment.
When we started working with the client their brand was well established, had a solid reputation and the company was generating yearly over £20,000,000. The company has two big sales channels — through their own sales team and through agents who receive a commission for every booking they make. The challenge was to increase turnover and profitability by developing a proprietary online sale channel — their website.
As a secondary goal, but also of great importance, was to unify all their websites under one consistent branded umbrella — an online presence that correctly reflects the quality of their brand.
To achieve our client’s objectives we’ve implemented the following services:
- Web Design
- Web Development
- Web Measurement Plan
- Buyer Persona
- Email Marketing
- Marketing and Sales Platforms
- Pay Per Click Management
- Online Competition Research
- Business Consultancy
PHASE ONE — GATHERING INTELLIGENCE, LEVERAGING EXISTING WEBSITES AND BUILDING THE NEW PLATFORM
The project was implemented in two Phases on the course of one year. The first Phase was part of our strategy to consolidate their brand and gather the required intelligence that we will use later to grow the business.
In this stage we were collecting information about their competition from the sales teams from: UK, USA, Canada, Germany, France, Spain, Italy, Switzerland, Belgium and Brazil. Complementary to that we were actively involved with the key stakeholders to build the buyer personas.
While we were building the new website we enhanced the old one to increase the conversion rate by implementing landing pages, CTAs and lead generation tools like live chat features and Pay Per Click campaigns.
PHASE TWO — MORE SALES FROM THE NEW PLATFORM, ECOMMERCE AND A MODERN ONLINE BUSINESS PLATFORM
The new website was built on Adobe Business Catalyst. We manage to unify more than 20 websites in one platform that functions not only as a CMS but also as a business tool equipped with a CRM system, Email Marketing, ecommerce and analytics.
The project was a challenge for everyone because of its complexity and the number of people involved but at the end of the day the client achieved their targeted goals and now they have a solid and modern online business platform on which they can build complex strategies.