Strengthen the positioning and value proposition of an educational institution
An educational institution with a transformative mission detected a disconnect between its purpose and how it was perceived by its various audiences. They needed to better understand the motivations and expectations of individual (B2C) and corporate (B2B) students to strengthen their positioning, improve their brand image, and optimise the experience throughout the entire journey, from recruitment to loyalty.
Through in-depth interviews with current and potential students (both individual and corporate) and some key stakeholders, we explored the school’s image and perception, decision-making levers, barriers and business opportunities..
We identified priority customer archetypes, designed representative customer journeys and generated strategic recommendations to align communication, relationships and experience with real market expectations.
In-depth, strategic research that enabled key communication and experience decisions to be made based on the real voice of the customer, reinforcing the institution’s consistency and impact across all its audiences.
