Case Study: New Zealand School Jakarta
Business Situation
When NZSJ contacted us, they were experiencing a few significant challenges to their mission of providing a quality education to an increasing population of students, and these challenges severely impacted their enrollment trend. Covid, of course, negatively impacted their active enrollment despite a successful switch to full Online Learning. Beyond Covid, though, they were also losing new student enrollments to competing schools in the area.
In response, they developed a strategy that included a redesign of their website, focusing on their key educational and cultural Values as well as their strengths that differentiated them from their competition. They also recognized that their marketing and customer engagement processes were complicated by standalone tools requiring significant maintenance and were lacking the ability for data-driven decision making.
Our Approach and Solution
We first started with adapting their brand strategy to a refreshed website design, with new color and typography standards, broader use of mixed media, and an improved user experience. We improved customer engagement through easier access to detailed school information (including School Fees and Grade/Level mappings) and multiple touchpoints where interested parents and students could easily contact school staff for more information or to register for a virtual tour. We also added full support for Bahasa Indonesian as a second language for all site content – to improve engagement with local families and to fully comply with government requirements. Integrating Google Analytics and Google Search Console to the site enabled the collection, analysis, and presentation of key data that could then be used by school staff to improve their marketing strategies and investments.
With the site redesign completed, we next turned our attention to the back office customer engagement tools. Prior to our involvement, the school used a separate email marketing tool for customer outreach and communication as well as for their drip marketing campaigns supporting their sales funnels. We proposed that they migrate their entire Contacts database and their complete set of email marketing campaigns to the fully integrated Wix Ascend Business Tools package, and the Partners agreed with our pitch. We designed and deployed multiple Automations to respond to site visitor actions and used Workflows to enable a clear and concise visual representation of their main drip marketing campaign status. This approach not only saved a significant amount of low-value maintenance work but also simplified the addition and optimization of future marketing campaigns.
After a successful cutover from the old website and business tools to the completely redesigned website and customer engagement tools, we were further engaged to design a framework for Open House events (with Covid restrictions being slowly lifted). We designed this framework to be easily maintained, and school staff now deploy all Open House event advertisements and event registration requests without our support.
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