GLOWSIMS
GLOWSIMS
FROM A COMPLEX PRODUCT TO A CLEAR STORY.
FROM A COMPLEX PRODUCT TO A CLEAR STORY.
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SITUATION → WHITE SPACE → PROBLEM → ATTENTION → UNDERSTANDING → CORE → WORDS / MESSAGE → REMEMBERABILITY → ASSOCIATION → COMMUNICATION SYSTEM → OUTCOME
SITUATION
GlowSims is a powerful LMS and ERP serving three key stakeholders: owners, teachers and students. It had a lot to offer, but there was a lot to communicate across different audiences and teams.
WHITE SPACE
The opportunity was to stop treating GlowSims as one long list of features. The same platform could have different reasons to matter to different people
PROBLEM
GlowSims had a lot to say, but no clear system for deciding what to say, who to say it to, and why it matters. Marketing struggled to create content. Sales struggled to explain the product. Different teams communicated different things.
ATTENTION
START WITH WHO YOU'RE TALKING TO. Owners, teachers and students don't look at GlowSims for the same reason. So the communication needed to start with the audience, not the feature list.
UNDERSTANDING
OWNERS
Need better control over how their institution operates.
TEACHERS
Need better ways to manage their work and focus on teaching.
STUDENTS
Need better access to learning, feedback and progress.
THE CORE
ONE PRODUCT. THREE CLEAR PURPOSES.
OWNERS → AUTOMATE
Automate the work that keeps the institution moving.
TEACHERS → OPTIMIZE
Optimize the work that takes time away from teaching.
STUDENTS → EDUCATE
Educate through better access to learning, feedback and resources.
WORDS / MESSAGE
AUTOMATE. OPTIMIZE. EDUCATE.
Three words turned a complicated product into a simple communication system.
REMEMBERABILITY
instead of asking people to remember a long list of features, GlowSims could now be remembered through the specific value it brought to each audience.
ASSOCIATION
Better school management → GlowSims
Better teaching workflows → GlowSims
Better learning experiences → GlowSims
COMMUNICATION SYSTEM
The framework became a filter for everything the brand communicated.
Advertising could lead with the most relevant benefit.
Sales could explain the product from the customer's point of view.
Content could focus on one audience and one need at a time.
Features and testimonials could be presented in a way that made their relevance immediately clear.
The team no longer had to start from scratch every time.
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