Say hello, guten tag and ciao to truly global content
→ Wall Street English
Wall Street English (WSE) teaches English language skills to over 190,000 students in 29 countries. But recruiting students with so many cultural and language differences continued to be tricky. Our brief was to give WSE the tools to speak to students across the world in a relevant and motivating way, whilst holding on to brand consistency.
We created a content framework that the markets could use to drive lead generation and conversion. We got to know the kind of students WSE helped, and grouped them into personas. Then we wrote messaging pillars that could be dialled up or down depending on the target audience. This set of tools gave WSE the flexibility to create relevant content without compromising the brand.
Once they were in place, we created a master film, product films, infographics, ebooks and more – all under one global strategy.