presentazione standard di powerpoint · purpose to transform pearson to be able to better serve the...
TRANSCRIPT
Franchising Meeting
Bologna 19 Marzo 2014
WSE Transformation
& Results
Emiliano Battaglia
Sales
Performance Global System Sales
417
461
476*
2011 2012 2013
2013 System Sales
EMEA 2013 System Sales
(USD)
2012 System Sales
(USD) Growth
% of regional
sales
% of global
sales
Czech Republic 722.541 956.233 -24% 0.4% 0.2%
FRANCE 43.179.985* 44.682.623 -3% 25% 9%
GERMANY 26.060.260 26.267.872 -1% 15% 5%
ISRAEL 12.014.657 10.973.618 9% 7% 3%
ITALY 38.561.709 35.692.832 8% 22% 8%
MOROCCO 430.870 388.360 11% 0.2% 0.1%
PORTUGAL 12.849.307 12.264.820 5% 7% 3%
RUSSIA 9.100.936 7.618.019 19% 5% 2%
SAUDI ARABIA 11.652.906 10.546.966 10% 7% 2%
SPAIN 1.525.124 2.348.558 -35% 0.9% 0.3%
SWITZERLAND 8.439.292 8.042.612 5% 5% 2%
TURKEY 11.239.881 11.172.202 1% 7% 2%
TOTAL 175.777.467 170.954.716 3% 100% 37%
System Sales - EMEA Sales
Performance
ASIA 2013 System Sales
(USD)
2012 System Sales
(USD) Growth
% of regional
sales
% of global
sales
CHINA 212.677.286 180.552.710 18% 78% 45%
HONG KONG 8.113.506 7.507.851 8% 3% 2%
INDONESIA 9.517.429 8.947.096 6% 3% 2%
KOREA 16.708.432 17.587.061 -5% 6% 4%
MALAYSIA 755.595 --- --- 0.3% 0.2%
THAILAND 23.111.717 23.536.057 -2% 8% 5%
VIETNAM 2.411.645 --- --- 1% 1%
TOTAL 273.295.610 239.594.313 14% 100% 57%
System Sales - Asia Sales
Performance
Latin America 2013 System Sales
(USD)
2012 System Sales
(USD) Growth
% of regional
sales
% of global
sales
ARGENTINA 3.397.590 3.969.064 -14% 12% 0.7%
BRAZIL 2.132.781 2.015.879 6% 8% 0.4%
CHILE 6.133.784 9.000.006 -32% 22% 1.3%
COLOMBIA 7.072.855 5.623.370 26% 26% 1.5%
ECUADOR 4.393.806 3.192.857 38% 16% 0.9%
MEXICO 501.983 418.335 20% 2% 0.1%
NICARAGUA 254.762 257.759 -1% 0.9% 0.1%
PERU 1.445.712 1.016.000 42% 5% 0.3%
VENEZUELA 2.001.710 5.904.186 -66% 7% 0.4%
TOTAL 27.334.983 31.397.457 -13% 100% 6%
System Sales – Latin America Sales
Performance
Pearson’s Global Education
Strategy
Pearson
Purpose
To transform Pearson to be able to better serve the individual
learner by:
• Being able to demonstrate Efficacy in everything we do
• Taking a single view of our global product portfolio and brand
strategy
• Being more agile and better-connected to develop the next
generation of digital learning products
• Bringing the organization closer to better support working as one
team through a structure that is organized by Lines of Business,
Geographies, and Enabling Functions
Global
Education
Strategy
Lines of Business:
• School
• Higher Ed
• Professional
Geographies:
• North America
• Growth
• Core
Enabling Functions:
• Efficacy and Research
• Product & Marketing
• Human Resources
• Finance
• Technology
• Corporate Affairs
• Corp. Finance, Strategy &
Legal
Global
Education
Strategy
• Learner is at the heart of everything we do
Where is Wall Street
English?
Here – in the Professional
Line of Business
Professional Line of Business
Includes:
• Financial Times
• Pearson English
Global
Education
Strategy
Pearson English
Pearson English is a business unit in the Professional Line
of Business that brings together 6 different organizations
focused on English language education:
• ELT
• Global Education
• GlobalEnglish
• Longman Schools
• Multi
• Wall Street English
Global
Education
Strategy
Important Notes
• David Kedwards appointed as Head of the Retail Channel
• The Product Development Team is organized by Channel, meaning there is
a Product Development Team focused on each channel including Retail.
– Shelly Shires was appointed as the Lead of Product Development for
Retail
• The WSE Technology Team was moved to Pearson Technology in 2012.
They are part of Pearson’s Enabling Functions
• Business development, including new territories, will be managed directly by
the Barcelona team in conjunction with the Pearson English
• Pearson English Brand and Marketing group will support WSE efforts in
Brand, Marketing, and Communications across the Retail channel
Global
Education
Strategy
What does that mean???
• Geography organizations
are focused on day to day
business operations,
marketing, and sales
• LOBs are focused on global
initiatives, products, and
campaigns
• Best way to think of it: look
at our current org model:
WSE International supports
local team with global
initiatives, operations and
implementation done at local
level (now through the
GEOs)
Global
Education
Strategy
What does this mean for YOU?
• More focus and attention to the network
• More focus on the consumer experience and efficacy
• Operational support still run out of Barcelona office headed by Jim
McGowan
• We will continue to leverage the geographies for:
– New product testing
– Campaign research, development, testing
• We then take lessons learned and hand off more market ready
products and services and already tested campaigns
Global
Education
Strategy
Enabling Functions:
• Efficacy and Research
• Product & Marketing
• Human Resources
• Finance
• Technology
• Corporate Affairs
• Corp. Finance, Strategy &
Legal
These functions are designed
to bring resources and support
together into one area to better
support the entire business.
Global
Education
Strategy
KPIs Sharing Operational
Processes
Benefits Benchmark performance in all areas of the business to:
Better understanding of business performance
Greater visibility of business trends
Share best practices and know how
Promote change and drive profit
Compare performance with other territories in order to:
– Identify opportunities for improvement
– Motivate teams
– League tables
Track outcomes of investments and initiatives
Aligned across the entire network
Service KPIs: Larger Centers in 2013
Service KPIs: Medium Centers in 2013
Service KPIs: Smaller Centers in 2013
Marketing KPIs: WSE Milan in 2013
Marketing KPIs: WSE Mantova in 2013
Marketing KPIs: Quality Leads
26
Sales KPIs: WSE Milan 2013 Individual Sales
27
Sales KPIs: WSE Milan 2013 Corporate Sales
WSE Italy – What’s next ?
OUR BRAND VALUES
Service Management System
Ario Salcini
• 40% of WSE sales not fully manageable by SSDS
• Manual tracking of contracts, courses, teaching
activities, lesson planning
• Manual salary calculation
• Lack of statistics and reports to customers
• Provision and cost of teaching forecast based on
inconsistent information
Business Considerations
Quality in corporate service not well
supported
Customer Service Oriented
Solution
Customer
Service
Easy and user friendly
course-group management
tool
Evaluation & tracking of
lessons and activities
Accurate reports and
stats
I.T. Deliverables
• Flexible and maintainable solution
– Internal management of master data customization
– Support for future business needs
• User friendly user interface
• Cloud infrastructure
• Multiple OS/Devices Compatibility
– MS Windows / Mac OS
– Smartphones, Tablet
• Efficiency in service management enhancement
• Brand image growth
• Centre staff time saving (HR – Finance – SMs)
• More focus on service quality
• Human error risk reduction
• Business analytics
• Business planning and forecasting
Business Benefits
More sales!
Our Partner…
• Hosting supplier for WSE Websites and Sub-sites
• WSE IT and Marketing business partner
• Managing Information System design and programming
• Database build and management
Our Solution…
• A modern, reliable and easy to use system, which can
handle all instructor led teaching activity in a flexible way
• An integrated course planning management tool which
ensures data integrity and consistency between course
scheduling and contract data
• A reporting tool that can show and extract all courses,
students and teaching real-time data
Service Management System
Our Solution…
Main Dashboard
Function Menu
Link to Dashboard
Main Elements
• Customer (with Customer Group aggregation)
• Centre (with Centre Group aggregation)
– Center staff (SM, Rec, Teacher/Tutors, Consultants)
• Course
– Contract data
– Sales Consultant
• Group
– Group participants / students
– Product and Levels
– Teacher assignment
• Timetable
– Centre / Teacher Timetable
Functionalities
Center Management
Course Management
Group Management
Center Timetable
Reporting & Statistics
Center Management
• Center staff management (with access to SMS)
– Service Manager
– Receptionist
– Teachers / Tutors
• Consultant management (without access to SMS)
• Teacher absence scheduling
• Center closures management
Center Management
Center Management
Course Management
• Customer management (search, list, add, edit, del)
– Type
– Acronym
– Customer master data
• Contract management (search, list, add, edit, del)
– Contract data (i.e. contract #, hours #, groups #, sales
consultant, dates, notes, etc. )
– Groups definition (i.e. group #, delivery centre, course address,
company reference data, total hours, etc.)
Course Management
Insert contract for this client
Course Management
Course Management
Course Management
Group Management
• Group details input
– Start / Target Levels
– Number of Students
– Students’ data (i.e. email, tel.)
– First Lesson / Start date
…
• Scheduling definition
– Scheduling template creation
– Week types #
– Days #
– Date / Time
Group Management
• Group Suspensions
– Suspension definition (start date, end date, no end date)
– Impact
• Teacher availability
• Group scheduling
• Group Closure
– Closure of group before end date
– Impact
• Teacher availability
• Group scheduling
• Remaining hours management (assign to same/other group)
Group Management
• Group re-Scheduling
– New template definition
– New template apply
• From date – to date
• From date – to end
• Teacher re-Assignment
– New teacher assignment
• From date – to date
• From date – to end
Course Management
Group Management
Add participants
Group Management
Group Management
Back to Groups
Group Management
Define and apply template
Group Management
√ √
Group Management
Centre Timetable
By Sales or Delivery Centre
• Intuitive and friendly user interface with activity by colour,
customer acronym, annotations
• Daily, weekly, monthly view by Teacher
• SSDS activities
• Group Management access
By Teacher
• Lesson evaluation
• Annotations
Centre Timetable
By Teacher
By Center
Daily
Weekly
Monthly
Yearly
Lesson Evaluation
SMS Dashboard
Reports and Statistics
Teacher Timetable
• Weekly planning agenda by teacher including
a summary of:
– Hours IN / OUT / CITY
– exFest, holydays, sickness, training, etc.
…..
hours in (IN+CITY) 6,00 hours in (IN+CITY) 0,00 hours in (IN+CITY) 50,00
hours out 2,00 hours out 0,00 hours out 30,00
exfest 0,50 exfest 0,00 exfest 4,00
holy 0,50 holy 0,00 holy 2,00
trg 3,00 trg 0,00 trg 3,00
test 2,00 test 0,00 test 5,00
sick 0,50 sick 0,00 sick 0,50
TOT 14,50 TOT 0,00 TOT 94,50
02/04/2014 03/04/2014 JANUARY 2013
Teacher Timetable
• Multiple format export and download for
payroll / finance purposes
…..
hours in (IN+CITY) 6,00 hours in (IN+CITY) 0,00 hours in (IN+CITY) 50,00
hours out 2,00 hours out 0,00 hours out 30,00
exfest 0,50 exfest 0,00 exfest 4,00
holy 0,50 holy 0,00 holy 2,00
trg 3,00 trg 0,00 trg 3,00
test 2,00 test 0,00 test 5,00
sick 0,50 sick 0,00 sick 0,50
TOT 14,50 TOT 0,00 TOT 94,50
02/04/2014 03/04/2014 JANUARY 2013
ID GROUP PARTICIPANTS PRODUCT FL DATE START DATE EFF. END DATE DELIVERY CENTER START LEVEL TARGET LEVEL TOTAL T. HOURS T. HOURS OFFERED % Course
ABC1 3 MKTL WSE OUT 27/02/2014 01/03/2014 31/12/2014 MILANO LORETO W1 W2 45 20 44,44%
ABC2 2 EA OUT 27/02/2014 04/03/2014 30/09/2014 MILANO LORETO T1 T2 24 9 37,50%
GROUP PARTICIPANT FL DATE START DATE EFF END DATE T. HOURS OFFERED T. HOURS DONE ATTENDANCE GROUP AVARAGE PERFORMANCE
ABC1 AAAA 27/02/2014 01/01/2014 31/12/2014 20 18 90% 4,5
ABC1 BBBB 27/02/2014 01/01/2014 31/12/2014 20 17 85% 4,7
ABC1 CCCC 27/02/2014 01/04/2014 31/12/2014 12 10 83% 4,8
ABC2 EEEE
ABC2 FFFF
87%
REPORT BY PARTICIPANT
REPORT BY GROUP
Customer Reports
• Performance report by customer groups and
group participants
• Download or email to reference contact
REN File
• List of customers / contracts by sales center
with start / end date, suspensions, hours etc.
Sales CenterClient
Name
Sales
Person
Delivery
Center
Num.
ContractID Group Participants Product Start Level Target Level
MI TEST AAAA BBBB MI LORETO 1234 ABC1 3 ILC OUT W1 W2
MI TEST AAAA BBBB MI LORETO 1234 ABC2 2 EF OUT UW1 UW2
Total
Sales Center Start Date Eff. End Date Max End Datesospesion
fromsospension to Total Hours
Hours
Offered
MI TEST 01/03/2014 31/12/2014 28/02/2014 45 20
MI TEST 04/03/2014 30/09/2014 28/02/2014 24 9
69 29
April 2014 May 2014 June 2014 Sept 2014
Test and Delivery Plan
• End development
• Reports and Stats
• System fine tuning
• Database cleaning
• Milan centers test
• System stress test (IT)
• Manual contracts’data entry
• Milan centers roll-out
• Franchisee centers test (IT)
• User manual preparation
National SMS
training
National SMS
roll-out
Service Management
System
Service Results
Craig McVie
Service Results
KPIs and the way forward
WSE International
• WSE World
• English Fit
• GSE and Test Prep
• DDM
Service Update March 2014
KPIs 2010-2013
46,00%
48,00%
50,00%
52,00%
54,00%
56,00%
58,00%
60,00%
62,00%
2010 2011 2012 2013
ACTIVITY
Average Course Completed
40,00%
41,00%
42,00%
43,00%
44,00%
45,00%
46,00%
47,00%
48,00%
2011 2012 2013
Active Done
66%
67%
67%
68%
68%
69%
69%
2010 2011 2012 2013
Are We Premium?
Quantity
Activity
Quality
Active Done 1+
Average Progress Ratio
QD
Success
Average Levels
Completed
ROI
Renewals
NEW! Active Students in the current month and what they have done on average in the last 90 days Units Done/Time Used = APR
New Success Metrics
NEW! Gives an accurate view of overall performance : (Activity+Act Done) x APR
Quantity- Activity%
Quality – Activity +
Active Done x
Average Progress Ratio
= Quality Driver
Success – Average Course
Completed
2014 Objectives
>80%
>55%
>70%
1.3 to 2.0
>140%
Active Students Do 1+ Enc.
Activity and Encounters
Activity
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
France Germany Israel Italy Morocco Portugal Turkey
Frequency of activity Footfall in your Center
What is Progress?
0,0
0,3
0,5
0,8
1,0
1,3
1,5
1,8
France Germany Israel Italy Morocco Portugal Turkey
0,0
0,2
0,4
0,6
0,8
1,0
1,2
1,4
1,6
France Germany Israel Italy Morocco Portugal Turkey
Territory #Students %Active %Booked
France 3088 85% 61%
Germany 1014 79% 61%
Israel 1879 82% 60%
Italy 4092 78% 47%
Morocco 172 48% 25%
Portugal 1998 70% 51%
Turkey 1271 81% 59%
First Level Follow Up
Cost
Impact?
0,0
0,5
1,0
1,5
2,0
2,5
France Germany Israel Italy Morocco Portugal Turkey
Enc Show Rate
Offered / Given
Stds per Enc
What can we do to help?
WSE World
Sergio Molinaro
Craig McVie
WSE World
Opening the door to
a world of opportunity
Encounters, Social Clubs
Making Always Learning a Reality…
English Anytime, WSE World
On Line In Center
Real Life Always Learning
WSE World
Study, teacher time
Training, contact with colleagues
Real-world
People locally & globally
Modern technology
See progress
Harness existing learning, professional & social experiences
from in centers, online and individuals around the world.
Fill in gaps identified by students, alumni,
teachers and staff.
How to achieve our objectives with
WSE World
A captive audience
• Potential to change the way WSE teaches English & create a truly
global community.
• It brings together…
• Students, Alumni & All Staff
Key point: 200,000 students MUST use WSE World from
global launch to access their course, core learning & digital
didactic materials
This audience needs to be captivated and engaged with this complementary informal
learning & community content.
Two communities
LEARNERS
Coursework Informal learning
Community Center pages & calendar
Points & progress tracking Personal profile, wall,
calendar Ask a Tutor Service
STAFF
Personal profile, wall,
calendar Center pages & calendar
Company news Groups based on role
SOP Development and job
opportunities
Strategic objectives
Learner community
Drive student progress, efficacy
Increase traffic and engagement in centers and online
Build brand loyalty
Increase transparency of WSE learner experience
Employee community
Identify talent via the community and create a pipeline
Increase implementation of SOP, staff skills development
Build morale
Increase transparency of WSE employee experience
Premium Educational Content
WSE World: informal, additional learning content to improve the student experience & teaching
• Improve student progress & efficacy – reinforce the premium products of WSE
External
Pearson family
WSE staff & students
Develop current content
Internal
Standard:
1st extra
hour per
student
per week
ELT Experts Contributing Content i.e. Jennifer
Lebedev from YouTube & Jeremy Harmer
Content sharing with Global English Bloom &
Pearson ELT MyGrammarLab, Penguin Readers
Selected Teachers creating additional
learning material (collaborative learning)
Adapt The Village content, ForToday,
source content from WSE Social
Networks
External
Premium:
2nd extra
hour per
student
per week
WSE World: Informal Learning
Features
English
Anytime core
learning
material only
accessible
from within
WSE World
using SSDS
login.
(Current
students
only)
Additional
informal
learning
exercises
based on
member’s
level, can
include polls
& quizzes.
Multiple
exercises per
unit.
Live chat with
a tutor for
support with
questions
about
learning
English and
assistance
with English
Anytime
Graded and
adapted
articles from
the Financial
Times with
polls, quiz
questions
and
comments.
Two articles
published per
week.
Short, bite-
size English
tips about
grammar,
vocab and
skills
development
with user
comments
and concept
check
questions.
New tips
weekly.
Podcasts on
learning
English, can
include polls,
exercises,
comments.
Utilising
existing
podcasts &
publishing
new
podcasts
weekly.
ON-GOING
AGILE DEVELOPMENT
Learners and employees continuously shape our innovative,
responsive service and now we can respond effectively to what
our customers’ needs are.
ADJUST
RELEASE UPDATE
ANALYSE BUILD IN DATA & FEEDBACK COLLECTION
DEVELOP COLLECT EVIDENCE
Developing WSE World
DEVELOP ALPHA
LAUNCH BETA
LAUNCH GLOBAL LAUNCH
AMPLIFY ON SOCIAL
OPEN THE WSE
EXPERIENCE TO THE WORLD
Personalized
& recurring
online & in-
Center
activities
Progress
tracking &
goal-setting
Efficacy
Engagement
Traffic
Brand loyalty Special
support for
vulnerable
groups
Lasting,
supportive
relationships
through WSE
Leverage
Alumni,
Student &
employee
leaders
Online Marketing
(SEM SEO Web Reputation)
Giovanni Morgera
What we did in 2013… SEM results – (top actions) –
2012-2013
• *in 2013 we stopped bidding in key cities like Roma, Firenze, Palermo, Bari, Verona…
Anno Investimento Leads CPL
2012 471.220 € 62.970 7,6 €
2013 408.000 € 51.900 7,9 €
In a even more complex, competitive, Adwords market our goal is: to maintain Volumes (in the cities where we bid) at the «same» CPL while increasing Quality!
2013 Strategy Increase quality leads while maintaing volume (in the cities where we bid) and CPL
Focus on search campaigns: - CPC increase (to be stable in top positions) - Keyword Expansions - New call-to-action announces Average position increase from 2.5 to 2.1 (CPC increase) Conversion Rate Search Increase from 3.99% to 4.79% (+20%)
2013 SEM results
2013 Strategy Increase quality leads while maintaing volume (in the cities where we bid) and CPL
Focus on local campaigns: - Local landing page creation - Location Extensions (Address in the announces)
+ 4% cost + 55% leads + 62% conversion rate
2013 SEM results
New Dedicated Mobile Site
Launched in May 2013 8% leads on total leads 29% quality leads
What we did in 2013…
• 137.179 visits coming from organic traffic (+ 19,74%) • 91.684 new users (never visited the site before) (+ 27,5%) • 3,11 minutes average stay per visit (+ 2,37%)
Most Performing Keywords: Test inglese online + 85,74% Esercizi inglese + 293,90%
2013 SEO results
Quality (non test leads):
• 2012: 11.226 out of 73.977 (15%)
• 2013: 12.159 out of 60.232 (20%)
• Conversion rate averaged 50%
2013 SEO + SEM…
“opinions” page on website
Student’s personal opinion
Monza center’s students survey on slideshare
Slideshare account
Keyword : Wall Street Institute opinioni
Blog truffa
Web reputation campaign risultati – top actions
What we did in 2013…
2014 Challenges &
Opportunities
Marketing Goals 2014
To deliver on three key objectives:
1. Build a Total Marketing Ecosystem
2. Strengthen the relationship with Pearson and leverage
the opportunity
3. Launch, Complete and turn the Rebranding into an
opportunity
Toward a total marketing ecosystem
ACQUISITION
PPC
Content Marketing
Affiliate
eCom
mobile
Analytics
CRM
UX/Design
Site effectiveness
Social media
SEO
Display
Video
BRAND Strategy Social Strategy
Social Media
Student Xperince
CONVERSION
Retention Digital Platform personalised content and engagement
Conversion Improve user experience with new website template implementation new content marketing strategy
Acquisition Increase quantity of leads with always-on SEM/SEO strategy, Social, performance banner ads and adv campaigns, LSM, Co-mktg and Pearson support!
Course Finder
1. Acquisition
Reach user with relevancy on
multiple channels
Channel Diversification
Social Email Paid
Search Direct OrganicSearch
Other Paid
Display click
Referral
AWARENESS CONSIDERATION INTENT DECISION
Banner blindness
1. step: attention
New performance banner
Goal
Increase the number of website visitors
Interested in the Click.
First results in CTR
Clickrate from
avg. 0.06% to
avg. 3.31%
→ 55x higher CTR
New Landing Page
New USP banners
Goal
Attract and stay in mind of user
through WSE look & feel.
In AdWords: Remarketing
4wmarketplace.com
SOLO TRAFFICO
QUALIFICATO
4wmarketplace.com
PRIMO ADVERTISING NETWORK DEDICATO AI PREMIUM PUBLISHER
4wmarketplace.com
E’ il primo Advertising Network Italiano interamente composto da
editori Premium.
Permette agli inserzionisti di raggiungere ogni mese oltre 16 milioni
di utenti unici (con una reach del 60% dell’intero online market
italiano) attraverso ad-placement esclusivi sulle principali testate
editoriali premium
118 4w Marketplace s.r.l., Strictly confidential - All rights reserved - No reproduction or diffusion without written authorization
I network
Network: Selezione di Editori Online Formato: Contextual Adv (testo + immagine) Ad-space: dedicato in esclusiva Targeting: Pianificazione per canali verticali
Network: Premium Publisher Formato: Contextual Adv (testo + immagine) Ad-space: dedicato in esclusiva Targeting: Pianificazione per canali verticali Vertical channels : Home Page | Economia | Fashion & Lifestyle | Informazione | Musica & Intrattenimento | Scuola & Formazione | Sport | Tecnologia & Scienza | Viaggi & Turismo | Motori
4wmarketplace.com
RETARGETING
BEHAVIORAL Targeting
EVENT Optimization
What’s new
Gennaio 2014 Test inglese
Marzo 2014 Promozione -15%
01/04/2014
Le soluzioni Premium per monetizzare la vostra audience
Ligatus, le soluzioni Premium alla performance
1° network Premium alla performance
Pagina 123
I punti di forza:
Un posizionamento integrato
e creato su misura
Un algoritmo di proprietà
e un’ équipe a disposizione
Un network Premium 100% trasparente
200 siti media
Fonte Nielsen NetRatings Juillet 2012
64.5% di copertura 27.8 milioni di utenti
Présentation Ligatus, le soluzioni Premium alla performance
Pagina 124
Il network in Italia
Il modello economico
Pagina 125 Ligatus, le soluzioni Premium alla Performance
Wallstreet (CPL)
La box Ligatus
Lead Generation con eGentic
127
CONCORSI
ADV ONLINE
Verifica e validazione dei dati
Generazione di traffico verso i nostri concorsi
FILTRI
LEAD GENERATION
COME FUNZIONA LA LEAD GENERATION DI eGENTIC
Acquisizione delle anagrafiche dei partecipanti ai concorsi
03/03/2014
I Concorsi a premi di Planet49 Media
128
HAISVOLTATO.IT
AUTODEISOGNI.IT
M.VINCITORE-SELEZIONATO.IT
VINCITORE-SELEZIONATO.IT
03/03/2014
• Sesso • Nome e Cognome • Data di nascita • Indirizzo e-mail • Indirizzo completo, CAP • Telefono
• Opt-in ai fini marketing (articolo 2 del D.L. 196 del 30.06.2003) • Opt-in per la cessione a terzi (articolo 5 del D.L. 196 del 30.06.2003)
129
Registrazione ed opt-in
03/03/2014
130
• Gli utenti hanno in questa fase la possibilità di iscriversi in modo facoltativo a servizi aggiuntivi in modalità di Co-registrazione attiva.
• La co-registrazione va a profilare gli utenti sulla base dell’interesse alla proposta commerciale del cliente.
• Soltanto gli utenti che hanno flaggato in fase di registrazione entrambi gli opt-in (opt-in ai fini marketing e opt-in per la cessione a terzi) e che hanno selezionato l’offerta del cliente diventeranno delle lead effettive.
Conferma Registrazione al gioco: Co-registrazione
03/03/2014
• Lead mensili su Milano e provincia: 250-300 al mese • CPL: 1,50€ • Conversion rate in shows: ca. 12% circa in appuntamenti
sui contatti netti
Coregistrazione Wall Street Institute: Case Study Milano
Channel Diversification
Social Email
Paid Search Direct
OrganicSearch
Other Paid
Display click
Referral
AWARENESS CONSIDERATION INTENT DECISION
GENERATING LEADS WITH FACEBOOK
English Test App Offer
Right Column
Page Post Ad
Products:
• English Fit
• DDM II,
• 4 test prep courses (TOEFEL, TOEC, IELT, PTE
Academic)
Purpose:
• Communication - Awareness
• Promotion - upsell and cross-sell
• Adoption - Positioning and Endorsement
New Product Launches
New Adv Campaigns
LSM
LSM 2014: Scratch & Win con Crocierissime.it!
CO MARKETING/ PARTNERSHIP
Super Brands to drive leads and sustain positioning!
TBD
TBD
Goal: PR support to stimulate awareness and raise demand for
the brand and extended product offering.
Purpose: Positive image building, 3rd party endorsement and
goodwill, “independent” support for product launches
Tools:
• Career Day
• Open Day
Public Relations
“PROMO CAMPAIGNS 2014”
ALCUNE PRIME OPZIONI DI
PREMIO - DRAFT
Il concept di campagna
Iscriviti ad un corso WSE di almeno 3 livelli e
... ... ...
ricevi uno straordinario regalo per viaggiare o comunicare con il mondo intero grazie all’inglese!
L’obiettivo
Stimolare le
vendite con
un premio
aspirazionale e
di alto valore
percepito
che permetta di
comunicare con
(oppure di
viaggiare per) il
mondo intero!
L’idea
L’idea è quella di sviluppare un’operazione a premi in
regime di co-marketing che permetta di supportare le
vendite di corsi (3 livelli) grazie ad un premio per lo
studente WSE che sia:
– straordinario in relazione alla possibilità di
viaggiare e comunicare con il mondo intero,
– garantito a tutti coloro che sottoscrivono il
contratto con WSE,
– co-finanziato dal partner coinvolto nell’iniziativa in
regime di co-marketing
Il premio - orientamento
• Il premio deve rappresentare,
insieme all’inglese WSE, un
vero passpartout per
viaggiare e/o comunicare con
il mondo intero!
• Nelle seguenti slide vengono presentate una prima
serie di opzioni di premio e correlati partner con i
quali negoziare un prezzo finale in linea con le ultime
campagne promozionali in co-marketing con Bravofly
Il premio – volo x 2 in Europa
• 1 volo per due persone a/r con destinazione per le
grandi città europee e partenza dai principali
aeroporti italiani (da redimere attraverso
l’inserimento del codice voucher sul sito dedicato)
Il premio – trolley
• TROLLEY – SET DA VIAGGIO 3 PZ
(modello e caratteristiche del
prodotto da definire nella fase di
negoziazione con il partner)
Il premio - trolley + voucher 1 volo A/R
1 VOLO A/R PER UNA DELLE PRINCIPALI CITTA’ EUROPEE
VOUCHER
Il premio – netbook
• NETBOOK (modello e caratteristiche da definire) di
una tra le alternative di super brand qui di seguito
presentate ed un paio di alternative che presentano
un buon valore di prodotto
Il premio – tablet
• TABLET (modello e caratteristiche da definire) di una
tra le alternative di super brand qui di seguito
presentate ed un’alternativa che presenta un buon
valore di prodotto
Il premio – smartphone
• SMARTPHONE (modello e caratteristiche da definire)
di una tra le alternative di super brand qui di seguito
presentate e tre alternative che presentano un buon
valore di prodotto
Il premio – photocamera
• MACCHINA FOTOGRAFICA
modello da definire (a titolo di esempio
modelli come COOLPIX S800C oppure
NIKON 1 V1) nella fase di definizione
dell’accordo di co-marketing con il
partner (una possibile alternativa)
Next steps
• In relazione allo sviluppo di progetti di co-marketing
di questa tipologia è necessario:
– procedere alla selezione dei premi,
– definire un’ipotesi di redemption sia per la rete
intera che per i centri diretti,
– valutare il numero minimo di premi garantito per il
partner (al fine di negoziare sul contributo),
– verificare le soluzioni logitische sia in merito al
magazzino che alle modalità di distribuzione
1. Ability to make WSE offers to Italian teachers through
Pearson commercial network (geolocalized).
2. Pearson Test of English Certification: be ready to offer PTE
exam preparation (coming soon) and become PTE Test
Center.
3. Use Pearson Digital Materials to boost sales in promotional
activities
4. Expo- Leverage Pearson Materials to create P.R.
campaigns utilizing e.g. Taxi companies
5. Use of Pearson ELT speakers in WSE Career day or Open
day
6. Collaboration and support of the Pearson Press Office.
7. Efficacy!
2. Conversion
user guidance to improve show rates
Provide an optimised user
experience to improve lead
generation.
Seamless connection to the
new student experience, WSE
World & CRM
• Sites are built on SalesForce platform, a leading cloud CRM, Social and Mobile platform
• Sites will be fully hosted and managed by SalesForce on cloud-based infrastructure
Optimised for desktop,
tablet and mobile
Content Marketing
Create a follow up strategy from online leads to shows/contracts by providing
personalised content for each online touchpoint
Explainer videos
Continuous engagement
Email follow-up
Most of the users that engage online are not yet ready to pay 2.000 Euros for
an English course. We still need to convince them that WSE is the best
solution.
Create content strategy for the different user touchpoints online
• Business
• Study & Career
• Travel
• English Test
• Social
Create incentives to come to the centre, e.g. Carrer Day, CV check, Dr. English
live - NOTE: must be followed up by personalised email strategy
1. Email content creation
We cannot expect the user to find
out why our method works and
why it is different to the one from
our (online) competitors.
Explain the WSE method in an
explainer video and spread it on
Social, YouTube, Website, and
45
2. Explainer videos
3. Retention
personalised content and engagement
Learner at the heart of everything we do
Follow up of individual interest, content consumption, engagement level, etc. will be ensured through CRM system, personas development and segmentation
WSE World
Retention through personalised content and engagement
Competitive advantage through an “owned” existence for
our brand, where we can define the rules of engagement
with users
Creation of a loyal, repeatedly reachable, truly connected-
to-our-brand audience
REBRANDING
EO
Display
Video
TODAY
EO
Display
Video
BY SEPTEMBER
100%
EO
Display
Video
Brochure / Flip Chart ...
Market Leader Test Prep English Fit WSI World
Grandi novità
Q3 2013
EO
Display
Video
G A D G E T S Pronta Consegna
EO
Display
Video
G A D G E T S Da personalizzare
EO
Display
Video
G A D G E T S Da personalizzare
Digital DM
Sergio Molinaro
Craig McVie
Who we are:
• Leaders
• Innovators
• Responsible
• Personal
• Nurturing
• Inspiring
Digital Student
Manuals
This no longer represents
who we are
Digital Student
Manuals
Our ONE global brand is represented by brand values that focus on being innovators,
responsible, and personal. But a core part of our method is still paper-based – old fashioned, cold,
and one size fits all.
Our student manuals don’t live up to our brand values and our brand promise to our students.
We are changing that.
Digital Student
Manuals
Digital Student Manuals are here! We are pleased to offer our students: • A more personal experience • Educational value and efficacy • Choice and convenience
Bring your Student Manuals to Life!
See for yourself…
Digital Student
Manuals
Our future is digital. Our future is here with Digital Student Manuals. It is a significant step forward in our New Student Experience, and brings us closer to offering our students a truly personalized experience. It delivers what we promise. It reflects who we now are.
Digital Student
Manuals
With Digital Student Manuals your students get: • Instant online access through most browsers (through
WSE World) on their laptop or tablet • Access to manuals while both online and offline
allowing them to complete their exercises anywhere • More effective education:
• Audio files and definitions from Longman Dictionary for all the vocabulary lists
• Better exercises including exercises using video clips and audio files
• Instant access to their score • Instant access to content updates and new exercises • Students can review and practice areas they want to
improve • They can keep their manual files forever for future
review
Digital Student
Manuals
With Digital Student Manuals your teachers get:
• Access to student scores on exercises so they are
prepared to offer advice and support when
students come to the Encounter
• Access to student progress in SSDS so they can
offer advice and makes suggestions to help
students improve between Encounters
• A more personal experience with the students, as
they can be involved during this part of the study
cycle whereas with paper manuals they couldn’t
unless the student reached out for help
Digital Student
Manuals
The Roadmap
Digital Student
Manuals
The Roadmap
English Fit
Sergio Molinaro
Craig McVie
4 Areas
• Career
• Business
• Student
• Travel
9 Levels x Area (W – UW– T / without Pro levels)
36 lessons x Area
English Fit
English Fit
• 24 ForToday classes
• 120 lessons from the Pearson library
• Market Leader
• Lifestyle
• English for International Tourism
144 complementary
classes
English Fit
English Fit Activity distribution
• 36 Career CC
• 36 Business CC
• 36 Travel CC
• 36 Student CC
English Fit: Target Market
English Fit Career: Young Workers (25-35 years old)
English Fit Business: Managers (36+ years old)
English Fit Travel: English for Personal Interests (All ages)
English Fit Students: All students (17-24 years old)
Ex: English Fit Career
English Fit Career Executive / Group
Week A Week B Week C
Interactive Lesson Interactive Lesson Interactive Lesson
English Fit Career
Business English
Encounter
Ex: English Fit Students
English Fit Students Executive / Group
Week A Week B Week C
Interactive Lesson Interactive Lesson Interactive Lesson
English Fit Students
Complementary Class
Encounter
Contents: 36 Classes per Topic
English Fit
• English Fit Career Individual
English Fit Executive (Livello in 3 mesi) - Promozione: Fino al 15% di sconto
livelli quota mese
mesi rate
totale MD totale con QI & MD
Sconto quota mese
mesi rate
totale MD totale con QI & MD
Studenti (max 26 anni) e Disoccupati: € 15 in meno sulla
rata - (Max 10 per centro) APL APL APL
1 500,00 3 1.500 35 1.535 15% 425,00 3 1.275 35 1.310 410,00 1.230 35 1.265 1.535 1.310 1.265
2 450,00 6 2.700 70 2.770 15% 382,00 6 2.292 70 2.362 367,00 2.202 70 2.272 1.385 1.181 1.136
3 400,00 9 3.600 105 3.705 15% 340,00 9 3.060 105 3.165 325,00 2.925 105 3.030 1.235 1.055 1.010
4 375,00 12 4.500 140 4.640 15% 318,00 12 3.816 140 3.956 303,00 3.636 140 3.776 1.160 989 944
5 350,00 15 5.250 175 5.425 15% 297,00 15 4.455 175 4.630 282,00 4.230 175 4.405 1.085 926 881
English Fit Executive (Livello in 2 mesi) - Promozione: Fino al 15% di sconto
livelli quota mese
mesi rate
totale QI & MD
totale con QI & MD
Sconto quota mese
mesi rate
totale MD totale con QI & MD
Studenti (max 26 anni) e Disoccupati: € 15 in meno sulla
rata - (Max 10 per centro) APL APL APL
1 750,00 2 1.500 35 1.535 15% 637,00 2 1.274 35 1.309 622,00 1.244 35 1.279 1.535 1.309 1.279
2 675,00 4 2.700 70 2.770 15% 573,00 4 2.292 70 2.362 558,00 2.232 70 2.302 1.385 1.181 1.151
3 600,00 6 3.600 105 3.705 15% 510,00 6 3.060 105 3.165 495,00 2.970 105 3.075 1.235 1.055 1.025
4 562,50 8 4.500 140 4.640 15% 478,00 8 3.824 140 3.964 463,00 3.704 140 3.844 1.160 991 961
5 525,00 10 5.250 175 5.425 15% 446,00 10 4.460 175 4.635 431,00 4.310 175 4.485 1.085 927 897
English Fit
• English Fit Career Corporate
ENGLISH FIT GROUP € 1.800 SCONTO
listino base 1
livello € 35,00 1 livello per persona Trasferta
ENGLISH FIT GROUP € 1.500 20% da 2 a 9 livelli € 35,00 1 livello per persona € 60,00
ENGLISH FIT GROUP € 1.350 25% + 10 livelli € 35,00 1 livello per persona € 60,00
ENGLISH FIT EXECUTIVE € 1.500 SCONTO listino base 1
livello € 35,00 1 livello per persona Trasferta
ENGLISH FIT EXECUTIVE € 1.200 20% da 2 a 9 livelli € 35,00 1 livello per persona € 60,00
ENGLISH FIT EXECUTIVE € 1.100 27% + 10 livelli € 35,00 1 livello per persona € 60,00
Speak Out/Market Leader by WSE
Maria Teresa Argento
• 1 Stage (SURVIVAL) Starter – A1 • 2 Livelli - Book 1 –Book 2 • Obiettivo del corso assicurare agli studenti la struttura di
base della lingua sviluppando tutte le strategie affinche’ diventino efficaci comunicatori.
• Fornisce gli strumenti per migliorare l’ascolto attivo e conversare con maggior sicurezza e spontaneita’.
• Video e materiali BBC reali assicurano un coinvolgimento in situazioni di vita reale.
SPEAK OUT: Struttura e obiettivi
Programmazione Speak Out by WSE TOT 40 h > 1 livello > 20 Settimane
Week A Week B Week C Week D
Key Language Input Lesson 1
90 min
Key Language Input Lesson 2
90 min
Functional Skills 90 min
Video Class & Look Back
90 min
My English Lab 30 min
My English Lab 30 min
My English Lab 30 min
My English Lab 30 min
Format livello SPEAK OUT
8 hrs
Key Language & Input Lesson
Le prime due lezioni introducono l’argomento della Unit e presentano il linguaggio chiave necessario per poter comprendere l’argomento e poterne discutere.
Focus sulla Grammatica, sui nuovi vocaboli e pratica sulla pronucia, assicurano lo sviluppo di tutte 4 le skills;
Listening-Speaking-Reading-Writing
Speak Out: Teacher Led lessons, Week 1, Week 2
Functional Skills Lesson
La terza lezione sviluppa importanti strategie di comunicazione ed ascolto.
Learn to: dare suggerimenti, esprimere interesse, fare richieste, dare indicazioni, esprimere un opinione e molto altro...
Speak Out: Teacher Led lesson, Week 3
Video Class & Look Back
La visione di un video clip, tratto da un vero programma della BBC , funge da trampolino verso attivita’ di produzione orale e scritta piu’ libere.
Esercizi e giochi comunicativi forniscono ulteriore pratica nel Look Back, con l’obiettivo di andare a verificare, utilizzandole le struttura grammaticali sintattiche e lessicali presentate nella Unit.
Speak Out: Teacher Led lesson, Week 4
• Piattaforma interattiva – accesso online 24/7 per consolidare ed approfondire gli argomenti trattati in aula e per arricchire e consolidare le conoscenze acquisite.
• Contenuti: Grammar, Vocabulary, Reading,
Writing, Function, Video Podcast.
• Review and Check: Test di verifica intermedi
• Test di fine livello
• Progresso monitorato dall’insegnante.
My English Lab
Ogni Unit si apre con una paronamica che elenca gli argomenti trattati:
• Le prime due lezioni affrontano la grammatica, i vocaboli e le quattro competenze linguistiche.
• La terza lezione sviluppa il «Functional language» e focalizza importanti strategie di comunicazione e di ascolto attivo.
• La quarta lezione si sviluppa attorno ad un video clip, tratto da uno dei programmi della BBC, consolidando il linguaggio e le competenze acquisite.
• Il Look Back assicura e verifica i contenuti dell’intera Unit.
Presentazione Prodotto in vendita
• Student Book
• Audio CD
• DVD
• Workbook >(alla fine del libro di testo) contiene esercizi che coprono tutto il linguaggio presentato nella Unit, consolidando cio’ che e’ stato appreso.
Materiale Didattico
• Pearson
• Allineato CEFR da A1+ to C2
• Corso con l’insegnante, che unisce il vantaggi del «Blended learning»
• General/Business English
Perché Market Leader /Speak Out ?
Market Leader by Wse TOT 30 h > 1 livello > 15 Settimane
Week A Week B Week C Week D Week E
Discussion & Vocabulary
(90 min.)
Listening & Reading (90 min.)
Language & Skills (90 min.)
Case study (90 min.)
ForToday Interactive
(30 min.)
My English Lab (30 min.)
My English Lab (30 min.)
My English Lab (30 min.)
My English Lab (30 min.)
ForToday Class (90 min.)
• CORP OUTDOOR € 1.873
• CORP INBOUND € 2.160
• REF CORPORATE € 1.762
• REN CORPORATE € 1.799
• ______________________
• APL TOTALE MktL € 1.834
€ 81,5 PER ORA CON INSEGNANTE
Market Leader by WSE: APL (1 Livello = 22,5 T + 7,5 MEL)
• APH MktL
• CORP. OUTDOOR € 83
• CORP. INBOUND € 96
• REF CORP. € 68 • __________________________________________________________
• NEW BUSINESS: € 82
• REN CORP € 79 • ILC: € 1800 per livello (30 ore Teacher)
• MktL: € 1800 per livello (22,5 ore Teacher)
Market Leader by WSE: APH
Before Market Leader by WSE....
After Market Leader by WSE...
Thank you!