X6 qualified Leads through a well-timed, well-positioned Communication Strategy

VietElite Education (abbreviated as VEE) is an educational organization for students from grades 3 to 12. VietElite is a prestigious brand with 10 years of teaching experience, many students have achieved high results in studying, exams up to the National level. Led by a team of teachers from large and prestigious schools such as Ams, Pedagogy, Foreign Language. Currently, the brand has 6 educational facilities in Hanoi.

Introduction

✪ Project: Brand Communication

✪ Brand: VietElite Education

✪ Field: Education – Training

✪ Implementation time: 6 months

Background

Objective

Marketing Objective:

– Increase the level of interaction between customers and brands

– Increase enrollment rate during peak season at the end of the 2023-2024 school year

Communication Objectives:

– Increase Customer awareness of VietElite Brand Identity and high-level Education and Training model

– Reach 1,000,000 people on Digital platforms

– 200% growth in Social channels

Brand Analysis

Source of growth

Consumer: Students

– Age: This is the group of primary and secondary school students, at the stage of starting to develop cognition, learning skills and shaping thinking.

– Needs: The need to study to improve performance, enhance knowledge and prepare for important exams

– Influence from parents: Students at this age are often heavily influenced and guided by their parents in choosing additional schools or training programs.

– Access to information: Mainly through digital channels such as YouTube, social networks (Facebook, TikTok) and through peers

– Motivation: Students are often motivated by the desire to achieve good results, to be praised, and to compete with friends.

Customer – Shopper: Parents

– Age: 30 – 45 years old

– Average income or higher, willing to invest in children’s education.

– Goal: They are interested in investing in their children to ensure their future education and comprehensive development. They want their children to have good results and be admitted to prestigious schools.

– Access to information: Parents often use social networks, read online newspapers, consult the parent community and educational news sources.

– Purchase decision: Parents are the main decision makers in choosing a tutoring program for their children, based on factors such as brand reputation, educational quality, and output results.

SWOT

*Strengths*	*Weaknesses*
– Brand reputation: With 10 years of experience, VEE has built a solid reputation in the field of education and training. – Quality teaching staff: VEE has an excellent teaching staff from prestigious specialized schools such as Ams, Pedagogy, and Foreign Languages, ensuring good teaching quality and learning outcomes. – High achievement results: Many VEE students have achieved high results in national exams, creating trust for parents and students.	– Geographical limitations: Currently, VEE only has 6 campuses in Hanoi, which limits its ability to expand and reach students in other areas. – High cost: With the goal of high-quality training, the cost of studying at VEE may be higher than other centers, which may be a barrier for some parents.
*Opportunities*	*Threats*
– The demand for extra classes is increasing: The trend of taking extra classes to prepare for important exams is becoming more and more popular, especially in big cities like Hanoi. – The growth of digital marketing: By reaching customers through digital channels, VEE has the opportunity to expand its reach and attract new students from neighboring areas. – Parents are increasingly interested in education: Parents are increasingly investing heavily in their children’s education, especially in high-quality and reputable programs.	– Fierce competition: The emergence of many new educational centers with flexible pricing strategies and study programs can create great competitive pressure for VEE. – Changes in education policy: Changes in government education policy may affect VEE’s operating model and curriculum – Parental expectations: Parents have increasingly high expectations for learning outcomes, which can put great pressure on the quality of teaching and student outcomes at VEE.

Strategy

Brand Marketing Strategy

Products: Courses for 4 main target groups:

– Students with poor foundation

– Students do not lose their foundation, but their skills are slow.

– Qualified students who want to learn advanced knowledge

– Students who want to review for entrance exams to specialized schools, review for excellent students, etc.

=> FOCUS ON THE FOLLOWING 2 OBJECTS by the brand’s goals and advantages

Brand Communication Strategy

Key Message: “A leisurely summer, opening up knowledge”

Summer is here, and you have plenty of time to rest and relax after a long school year. But if you get too caught up in playing and neglect your studies, it will take you a long time to regain your spirit and focus on your studies when the new year comes. This summer, you can look for ways to both review and help you remember knowledge, ready for the new school year.

Media Campaign

Campaign 1 – Pain

– Target

Arouse the problems and pains of parents in finding a tutoring center for their children and aim for solutions from VietElite
Impact on customer emotions

– Content:

Issues surrounding choosing a center for your child:

Quality of teaching staff (Professional knowledge, Teaching methods)
High cost compared to quality received
Geographic location (too far)
Facilities do not meet development needs
My child’s academic performance is not improving.
I can’t compete with other students in the specialized exam.
High schools reduce enrollment targets

Launching Event New Facility – PRIORITY

Use lots of images and real activities with students

Digging deeper into smaller issues for Parental Pain

Campaign 2 – Benefits

– Target

Arouse the problems and pains of parents in finding a tutoring center for their children and aim for solutions from VietElite
Impact on customer emotions

– Content:

Value received when participating in the Course at VietElite

The brand has a reputation in the market and has achieved success.
A team of teachers with many years of experience at Top and prestigious schools
Personalized roadmap for students, choose the right class according to ability
Close supervision and motivational methods for students
Modern, spacious facilities, expanding many facilities

– Service Strengths

– News/Guides/Tips/Teacher Interviews

Campaign 3 – Customer Story

– Objective: Real stories, proven results affirm the quality of education and service of the unit

– Content:

Value received when participating in the Course at VietElite

Customer Experience after joining
Good student achievements and results
Positive feedback from students about teaching methods and quality
Sharing from parents about their children’s progress

From 03 Media Campaigns with 03 directions to solve the Brand’s problems, SEFA Media has used Multimedia, continuously monitoring market signals to change the priority of each Campaign.