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1. BRANDING & POSITIONING
WALL STREET ENGLISH VIỆT NAM

2. OUTLINE
1.
2.
3.
4.
5.
6.
7.
Market overview
SWOT Wall Street English
Objectives
Audiences
Strategy – Positioning – Commitment – Message
Execution
Summary (Q&A)

3. 1. Market overview:
* Nowadays there is a large number of English centers in
Vietnam (concentrated in Ho Chi Minh City). Based on multiple
criteria, the centers can be divided into some following groups
English:
•Children: Yola, Appollo, Ila, ...
•Pupils, students: ACET, Appollo, VUS, ...
•Adults: Appollo, CLEVERLEARN Vietnam, equest, ...
•Online Learning: tienganh123.com, hellochao.vn, ...
* The demand for learning English is increasing significantly

4. 2. SWOT Wall Street English (WTE)
S: have a global brand reputation
W: Newly entered in Vietnam, did not have many branches
O: Adult Market has not attracted attention
T: The market has too many English centers

5. 3. Objectives
* Increase awareness of people about WTE (especially the target
audience)
* Increase the number of students in WTE

6. 4. Audiences:
* Target Audience:
•Male / Female, living in Ho Chi Minh City, 22 - 35 years old
•Class: AB
•At the present time, they're working and they always want to
achieve more success in their life and their job. Moreover, they do
not want to miss any opportunity.
* Related group:
•Parents of children aged between 16-22 living in Ho Chi Minh City
•Class: AB
•Parents always want the best things for their children as well as hope
for their children’s successful future.

7. 4. Audiences (The target audience)
Current behavior
Desire behavior
Want to improve English level
but
wonder
about
the
educational institutions and
lack of motivation
Learn in Wall Street English.
Challenge
"There are too many English centers. All advertisements are the same: the
native speaker, commitment to improve English after learning, the advanced
methods, ... Let’s think about people’s desire to learn but they are stuck in
picking up one choice. Also, those advertisements are really reliable, aren’t
them? Plus some people will talk themselves – Oh, I am fine with my
current English level, why I have to invest more?”

8. 5. Strategy – Positioning - Commitment – Message
Strategy
WTE does not focus on the aspects that every center still covers: good
teachers, good facilities, good approaching method, ...
WTE FOCUES ON influencing customer phsychology by emotional
factors, motivating them and building relationships between two parties.
Positioning
When mentioning WTE, we want customers to think:
"WALL STREET ENGLISH is not only a high quality center English,
but also a place that inspires me (learner) to reach out and get more
successful in life”

9. 5. Strategy – Positioning - Commitment – Message
Commitment
We - Wall Street English always support you to be more successful in
your life. Never limit yourself because success is always created by
yourself.
Message
OWN SUCCESS
With this message, target audience will be motivated to study and dare to
get more success; related groups would expect their children to pay more
attention to their own success.

10. 6. Execution
The campaign will be divided into 4 phases:
Phase 1: Desire success
Phase 2: Deserve success
Phase 3: Own success
Phase 4: Share success

11. Phase 1: Desire success
[Inspiration] Reminded of the past - when we
were a child, we always desired and were
willing to try any possibilities to get the things
we wanted, always dreamed of beautiful
dreams for the future? So why do we no
longer crave for something?
Tools: POSM, Lifting Frame, Clip

12. Phase 2: Deserve success
[Motivation] Emphasizing the leaners’ present
that they always fulfill their jobs, that they are
always friendly to everyone else, that every
day they always try to improve themselves.
They deserve to be successful so don’t let
anything stop them on the way to success!
Tools: POSM, Lifting Frame, Clip

13. Phase 2: Deserve success
Such mirror will be hung up in the offices,
kitchens, toilets in order to remind target
audience.

14. Phase 3: Own success
[Creating trust] Emphasizing in the near
future what they can achieve when they have
a fluent English: promotions, opportunities to
study abroad, expanding relationships,
chances to be more successful in life
Tools: POSM

15. Phase 4: Share success
WTE will be the first English center in
Vietnam having attention in foreign language
of all society. A team of collaborators will be
established with the mission to help poor
children, disabled people learn English. WTE
will be the sponsor and supporter in
extensions of English using.
This will create a positive effect in the whole
country, as well as be bound to attract wide
press coverage. This will result in bringing
WTE image closer to people.
Tools : Social networks, Newspapers

16. 7. Sumary ( Q&A)
1. Who are we talking to?
Worker, with average income, always wants to be more successful in life
(slide 6)
2. What is the problem experienced by our prospect at the moment?
•Uncertainty about choosing one English center.
•Lack of motivation to learn (slide 7)
3. What do they think before receiving our message?
•Every English center is the same with the “best” quality.
•English level is acceptable for the current job. (slide 7)

17. 4. What is the solution provided by our product/service/brand?
Marketing makes a difference from other centers (slide 8)
5. What do we want them to think after receiving our message?
WSE is not only a high quality English center, but also a place that inspire “me”
to grow/rise up/to reach out and be more successful in life (slide 8)
6. What do we want them to do after receiving our message?
•WTE becomes T.O.M when they introduce to their friends and for themselves
•They access the website, call the hotline for advice on courses
•They have a higher motivation to learn English to be more successful, and
choose WSE

18. 7. What is the Proposition?
We - Wall Street English always support you to be more successful in your
life. (slide 9)
8. What is the support to back up this promise?
To provide inspiration, motivation. To have social responsibility (slides 9-15)
9. What other ways can Wall Street English can help them?
The system is international with more than 450 centers in 28 countries - The
maximum students in each class is 4 - Methodology was certified by
Cambridge University – WSE offer flexible learning time – WSE have
professional foreign teachers – Learning environment is completely in
English - 97% of learners success - Commitment for learner to have a good
result or refund instead.

19. THANK YOU!
Cuong Nguyen Van