IGNITE supported a U.S.-based English school in pivoting to an online model for the Japanese market. Starting from just an idea, we handled localization, marketing strategy, ad management, platform development, and staff operations to ensure successful market entry and business growth.
The client had a successful in-person ESOL program for Japanese students in the U.S., but no prior experience in marketing or operating within the Japanese domestic market.
We conducted deep research into the Japanese market, defined personas, ran simulations for KPIs and profitability, and developed a full go-to-market strategy aligned with local expectations.
While familiar with U.S. PPC ads, the client lacked the knowledge and resources to manage and optimize digital campaigns tailored for the Japanese audience.
We launched and continuously optimized PPC and social campaigns, creating 30+ banners, 6+ landing pages, and executing more than 50+ A/B tests to increase conversions and lower costs.
Issues with the teacher-student scheduling system created frustration for users and directly contributed to a declining student retention rate.
We designed a new scheduling workflow and manual, trained staff, and introduced a streamlined system that was easier for both students and teachers, significantly improving retention.
Cultural and communication gaps—such as lack of punctuality and inadequate business manners—led to poor student experiences and negative reviews.
We trained the teaching staff on Japanese business etiquette and provided management with tools and guidelines to ensure high-quality, culturally sensitive service delivery.
Through thorough market analysis and positioning, we clarified the brand’s value in Japan and built a scalable, localized business model.
Thanks to ad optimization and improved landing page performance, the conversion rate rose by 169% and cost per acquisition dropped from 23,000 yen to 13,000 yen.
Student retention increased from 41% to 72%, and satisfaction rose by 56% due to improved scheduling, teacher conduct, and overall service quality.
Transforming a U.S.-based English school’s ESOL program into an online service, we developed a full-funnel marketing and localization strategy to successfully launch and expand in the Japanese market.
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