Expanding Digital Touchpoints with Younger Audiences

[Engagement Scope]

• End-to-end support for the business-development phase: Starting with the structuring of objectives, roles, and metrics aimed at contributing to the client's business, we conducted market research and then provided upstream support — through to the development of business strategy, brand strategy, and alliance strategy.
• Execution in the development and operations phase: In addition to site analysis and operations, we delivered customer-base development, SEO-focused article production, negotiations with alliance partners, and the design and execution of the content strategy across customer touchpoints.
• Coordination and hands-on support across multiple stakeholders: From strategy development to system development, marketing operations, and alliance work, we operated across four internal business units (new-business development, education-services development and promotion, sales strategy, and pricing strategy) and partner companies (education-service providers and customer-DB integration partners), serving as the complex coordinating function while delivering hands-on support.

[Challenges]

• The telecommunications operator had launched an education business with an eye to expanding line-subscription contracts, but was wrestling with branding strategy in light of education-market trends and the company's own business.
• Across the full arc — from structuring business challenges at the outset, through portal-wide operations, to content build-out for member acquisition and external negotiation — comprehensive resources and expertise were required.

[Results]

• Two years from launch, achieved 3 million pageviews and more than 500,000 members.
• Drove line-subscription contracts through marketing built on the customer data acquired.
• Amid over 70 development streams per month, we identified issues and delivered rapid improvements while achieving zero bug-related incidents.