Creating Advantage Hybrid
- Brand Model Refresh
- Elevated CX
- Student Lifecycle Management
Welingkar Education’s self-paced management course needed a refresh; dissociate with all things “offline” and gain the first mover advantage when it came to interactive online education. The PGDM certification was already one to reckon with in the industry owing to its experiential features, typical of a full-time MBA.
We spent time understanding the student community across online and offline touchpoints. The insights, born from a series of behavioural science exercises, including mind mapping, led to clear revelations. The digital-first students valued the structured course framework , specializations, and on-request faculty interactions that the certification offered. Yet, the sheer ease of access, which the emerging edtech platforms promised, would serve as a deciding factor in the months to come.
We led an internal and external brand refresh, manifesting WeSchool Hybrid. This demanded collaborating with the faculty to understand the course USP and recreate the same across a digital ecosystem.
It led to the birth of two strategic IPs (WeLearn and WeCampus) to drive salience for the new Hybrid offering. We aligned every touchpoint in the student lifecycle to a comprehensive, integrated marketing ecosystem. This involved managing and amplifying the value of its experiential workshops, industry visits, guest lecturers, and a knowledge library of 400+ assets. The transformation also involved sensitizing stakeholders such as senior industry professionals and academicians to the brand refresh.
“The Asymmetrique approach was two-fold. Our first goal was to, of course, strengthen the course’s practical appeal. Having interacted with the faculty and students closely, we realized the dormant opportunity for the brand. The team got down to building a marketing ecosystem that would evolve the distance learning course’s brand equity for WeSchool; elevate its market perception. Our larger goal was to take it from a viable substitute for a full-fledged MBA program to a category owner in the Hybrid learning space.”
WeSchool Hybrid enabled a digital-first ecosystem where young working professionals with managerial aspirations felt at home. The brand become synonymous with quality continuous learning, a key goal for potential students and alumni. This translated into multiple wins for the school:
