About The Gesellschaft für Weiterbildung (GfW)
The Gesellschaft für Weiterbildung (GfW) is dedicated to fostering social mobility through education. Believing that education is the key to unlocking opportunities, they strive to create an inclusive educational network that opens doors for as many individuals as possible. Based in Berlin, GfW, an educational holding company supports the growth of existing educational institutions by investing in them or managing them as part of succession planning.
speakeasy Berlin GmbH, part of the GfW Group, is a language school specialising in teaching German as a foreign language, with locations in Berlin and Hamburg. The school focuses on practical, communication-oriented instruction for adult learners and offers internationally recognized telc examinations. Learners can choose from various course formats and receive support from our international team on-site.
speakeasy München GmbH, also part of the GfW Group since 2021, offers a comprehensive program for adults learning German as a foreign language in the Munich area. Our courses are designed according to current didactic principles, emphasizing learner- and action-orientation. Participants benefit from a relaxed learning atmosphere using the established speakeasy method.
DIE NEUE SCHULE GbR, which joined the GfW Group in 2023, is one of Berlin’s largest and most renowned language schools. Established in 1984 in Charlottenburg-Wilmersdorf, it offers both in-person and online courses in German, English, Italian, and Spanish, taught by experienced native speakers. Specializing in language courses for educational holidays, DIE NEUE SCHULE is known for its friendly, open, and personal atmosphere, as well as the dedication of its team, ensuring participants feel comfortable and achieve their learning goals.
Identifying the Ideal Student Profile through Advanced Analytics
When Gesellschaft für Weiterbildung (GfW), a renowned language education provider in Germany faced challenges in identifying and targeting the audience for their courses, they wanted to understand the underlying factors contributing to student trends and explore strategic directions for future growth. They believed a detailed market analysis could offer valuable insights into their current challenges and turned to Metheus Consultancy for a comprehensive solution. GfW needed to understand the intricate web of internal and external factors influencing student decisions and develop a marketing strategy aligned with the aspirations and challenges of prospective students.
The Challenge
GfW had a diverse student base with varying backgrounds, goals, and learning preferences. The primary challenge was to analyse the change in student registrations coming from various marketing channels throughout the year and extract actionable insights that could help in tailoring courses and marketing efforts to attract and retain students effectively.
Their key objectives were:
- Analysing Current Market Trends: Examining the latest trends in the language education sector, with a particular focus on German as a foreign language.
- Conducting a Competitive Analysis: Assessing the competitive landscape within GfW’s operational region to identify competitive advantages.
- Evaluate Changes in Student Behavior: Understanding how internal factors (e.g., learning styles, academic performance) and external factors (e.g., socioeconomic background, geographic location) influence students’ decisions to enrol in language courses.
- Identify Potential Market Opportunities: Developing a marketing strategy that directly addresses the needs and ambitions of GfW’s ideal students, identifying new market opportunities for growth and expansion.
Our Approach
Metheus Consultancy implemented a multi-phase approach to tackle GWE’s challenges:
Data Collection and Analysis:
Leveraging advanced analytics tools, Metheus collected extensive data from GfW’s existing enrollment database, marketing analytics tools and external sources.
Changes in Student Registrations:
Metheus analysed changes in student registrations over time, identifying sources and their impact. This approach helped to understand the underlying factors of marketing effectiveness and how different channels contributed to student enrollment for each branch of language schools.
Competitor Analysis:
A thorough competitor analysis was conducted to understand the strengths and weaknesses of GfW’s competitors. This included studying competitors’ course offerings, marketing strategies, and student feedback to identify areas where GfW could differentiate itself and gain a competitive advantage.
Segmentation and Profiling:
All data and analyses were used for segmentation into distinct student profiles based on various factors such as learning objectives, career aspirations, and personal interests. Each profile provided a comprehensive understanding of the students’ motivations and barriers.
Insight Generation:
Metheus identified key insights such as common challenges faced by students in different segments, their primary motivations for learning a new language, and external factors influencing their decisions.
Strategic Recommendations:
Based on these insights, Metheus developed targeted marketing strategies tailored to each student profile. This included personalised communication plans, content strategies, and course offerings that resonated with the identified segments.
The Results
The collaboration between Metheus Consultancy and GfW yielded remarkable results:
- Improved Enrollment Rates: By understanding the ideal student profile, GWE saw an increase in course enrollments.
- Enhanced Student Engagement: Tailored course offerings and personalised communication improved student satisfaction and engagement.
- Effective Marketing Strategies: GWE’s marketing campaigns become more focused and effective, increasing the conversion rates.
Conclusion
Metheus Consultancy’s collaboration with Gesellschaft für Weiterbildung stands as a testament to the power of data-driven insights in transforming educational outcomes. By identifying and understanding the ideal student profile, Metheus helped GfW enhance its course offerings and marketing strategies, ultimately contributing to a more educated and empowered society.
In a rapidly evolving educational landscape, Metheus Consultancy continues to drive impactful solutions that connect institutions with their true potential and the aspirations of their students.
“Partnering with Metheus Consultancy has transformed our approach. Their data-driven market analysis provided invaluable insights into our diverse student base and helped us refine our marketing strategies. We are now better equipped to serve our students and drive their personal and professional growth. We feel incredibly fortunate to have found a partner that shares our passion for education.”
Mike Nikolov, Head of Customer Service and Sales
