BERNOULLI & COLÉGIO MÓDULO

Context

Founded in 1992, Colégio Módulo has always been innovative, adopting interdisciplinarity and social responsibility as part of its educational approach. Over three decades, it has become one of the most traditional schools in Bahia, maintaining a high-quality humanistic education. In 2015, it joined the Bernoulli Education Group, a national leader in Enem results and present in over 720 schools.

Challenge

To contribute to the expansion of the Bernoulli Group in the Northeast, through the acquisition of traditional schools like Colégio Módulo. Direct communication and establish guidelines for a smooth transition and a new brand positioning, widely accepted by the public. Highlight the historical qualities of Colégio Módulo, now strengthened by the innovation and excellence brought by the Bernoulli Group.

Strategy

We concentrated our efforts with the Bernoulli Group as follows:

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1. Positioning and Branding: Reinforce the traditional positioning of Colégio Módulo, now supported by the Bernoulli Group, maintaining cultural heritage and market recognition.

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2. Communication and Advertising: Develop clear communication covering digital and offline channels, aligned with the new positioning.
 

Our Approach:

Immersion in the day-to-day life of Colégio Módulo, combining secondary data and field research to guide the Bernoulli Group's actions.

What We Accomplished

• Qualitative Research: Interviews with Bernoulli and Módulo Faculty, Módulo Students, and Student Guardians.

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• Focus Group Dynamics: Discussion and Card Sorting activity among Parents and Students to comment on their perceptions regarding the school and the current transition.

• Workshop: Dynamics with Bernoulli's and Colégio Módulo's boards aimed at presenting solutions and guiding them in the joint development of a brand mandala for synergy and consensus in decision-making.

Challenges Overcome

From this, it was possible to achieve several project objectives:

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• Mediation between Bernoulli and Colégio Módulo, resulting in solutions that meet both parties' needs.

• Unified Branding, defining a new positioning based on data and immersion.

• Redefined Communication Guidelines, establishing a social presence strategy and unified communication.

Results Achieved

The discovery process, using agile methodologies, facilitated the coexistence of brands and contributed to a smooth transition, ensuring public acceptance and reinforcing the positive positioning of the new campaign.