The National Institute of Education (NIE) is one of the best teacher education institutions in the world. We told its brand story through a values-driven immersive physical experience. Through a virtual experience, we further engaged its various audiences through user-centric content and experiences.
Because of its sterling reputation, NIE was receiving countless visits from distinguished guests from around the world. How could NIE communicate and make visible its brand story and values of NIE to guests who have come to seek insights and inspiration from a leader in 21st century teacher education?
Values are the universal truths that make real, palpable connections between NIE and its visitors. We needed to tell the story of NIE’s values.
A values-forward experiential visitors centre
Our solution was first an immersive, experiential visitors centre where guests could touch, hear and feel NIE’s values through experiences such as:
A personalised virtual experience
When the pandemic struck, people were still interested in NIE but unable to visit the physical NIEVLC in person. How could NIE continue to reach them? By taking the VLC online.
In addition, insights drawn from our research revealed that different individuals are interested in NIE for various reasons. The virtual NIEVLC experience would allow NIE to optimise user-centric content and experiences targeted at these different audiences.
For the virtual experience, we created three personas with specific needs and interests: an aspiring teacher, a researcher and a member of the public (with focus on the NIE alumnus). By doing so, we could tailor the experience to NIE’s different user groups and engage them through targeted content. This has resulted in higher retention and engagement.
“Angeline and her team are competent and truly dedicated. The HOL team understood our requirements well, offered good ideas and often pushed the boundaries of creativity to offer different perspectives and insights to the project. Angeline listened, absorbed and executed our thoughts and processes, often going beyond what the job required. We were truly pleased with our learning journey and work experience with HOL. They are responsible, committed and a great bunch of fun people to work with.”
Mr Chan Tee Miang
Director, Divisional Corporate Planning and Development
NIE
