Providing Guidance Through Industry and Customer Changes

Our client was an early market provider for education in a non-traditional space. They were able to take first-mover advantages and quickly scaled to broaden their footprint. As the industry become more saturated and entered consolidation, they needed a better understanding of the customer to broaden their success.

Problem:

After several years and expansive growth, our education client needed to better understand the students they were attracting and finding successful outcomes with. Their go-to-market approach was no longer as successful as it was as the market become more competitive and crowded.

Opportunity:

Create customer personas for the students that have successfully completed their programs to better identify potential new customers and have a better understanding of their motivations for attending a non–traditional education path.

Solution:

Working with their internal stakeholders (instructors, career success, marketing, product, strategy and analytics), we identified five distinct customer personas and purchase decisions. We created a testing framework to quickly identify messaging that best resonated with those segments and created sales enablement materials to better help campus staff aid in the purchase decisions with appropriate audiences.