Driving Growth through eLearning Product Portfolio and Sub-brand Architecture Transformation
The Challenge
The education division of a global company had developed online, hybrid and in-person courses over the years, each catering to different learning objectives and target audiences. With formats ranging from in-person multi-day courses to live online sessions, the company was preparing to launch a new asynchronous learning product. However, without a clear sub-brand architecture, the new product could get lost among a lengthy list of offerings. Additionally, the company faced the challenge of international expansion, as its website and marketing efforts were fragmented and lacked cohesion.
The Approach
To enable scalable growth, we formulated a comprehensive plan to completely revamp the company's sub-brand strategy, product portfolio, and naming conventions. We streamlined terminology and developed clear communication priorities for each course, ensuring a cohesive and organized product lineup. Simultaneously, we designed and developed a new, global website. with a user-friendly content management system (CMS). This new Global website and CMS facilitated easy localization of course schedules and descriptions for international teams and also aggregated course offerings worldwide. This strategy empowered a global digital marketing program, driving traffic to a single site and unlocking cross-selling opportunities across products and countries.
The Result
By implementing this transformative approach, encompassing product portfolio management, sub-brand architecture, discovery, ideation, wireframe development, UX design, and an MVP product launch, the company achieved substantial growth. The revamped sub-brand strategy and cohesive product portfolio improved brand visibility and customer engagement. Our newly developed website and CMS streamlined international operations, enabling efficient localization and facilitating cross-promotion. Ultimately, the company experienced enhanced global reach, increased revenue, and a strengthened position in the eLearning market.