Case · Education
IBGC – Brazilian Institute of Corporate Governance
Strengthening and improving the portfolio, increasing impact and relevance for student enrollment and cross-sell.
2,332students in 2019, up from 2,160 in 2018
Initial context
High concentration of sales in a single product. Need to assess the portfolio and ways to accelerate commercial performance.
Impact
- 18 types of courses in 2018.
- 63 editions, 2,160 students.
- 21 types of courses in 2019.
- 73 editions, 2,332 students.
How we did it
- 01.
Strategic Direction
- Organize knowledge tracks for each of the Association's client personas
- Expand the course portfolio to connect courses and events: next steps in continuing education
- Implement a communication strategy more aligned with the tracks through Inbound Marketing
- Reorganize the team to increase commercial focus
- 02.
Concept Validation
- Validation research with the different audience profiles on the proposed knowledge tracks
- Design and review of the syllabus of each course in the knowledge tracks
- 03.
Organization Activation
- Launch of the new portfolio
- Persona workshop with an expanded internal team
- Guidance for the communication content track
- Introduction of key partners for tactical rollout
- Definition of KPIs to be implemented in the CRM for weekly results management
- 3-month follow-up of the initiatives' results and adjustments to the direction
