SGEducators Tuition Portal Development

The SGEducators logo mark takes the shape of a smiley, formed by the characters ‘sg’, short for Singapore. This mark pays tribute to the SG50 logo (which was changed to SG, after Singapore’s 50th National Day), a red circle with the word SG inside the circle, or the little red dot, as described by our Indonesian neighbour. The smiley is a common iconography on the web, a suitable mark for a tech-based company like SGEducators. In addition to being a smiley, the shape of the ‘g’ forms a silhouette of a mother embracing her child, or a teacher guiding a student – it is a subtle hint of SGEducators’ role as an education hub that grooms future-ready students.

The SGEducators logo is designed with the parent and sub brands in mind. The logo needed to be adaptable for use by the parent brand, SG Promotions, and the digital marketing agency, SG Solutions Hub, in order for brand consistency. Hence, it was an obvious reason to have a highly recognisable ‘SG’ mark, which can be used by both the companies and other future brands.

In addition to the primary portal, a number of sub portals were built to support the main site with more content and diversification/unique selling points. These sub portals may be grouped by its region, academic level, or academic subject, and has been branded differently to tap on Search-Engine Optimisation (SEO) keyword advantage. The sub brand logos such as the graduation cap on the region-based portals were included in the logo, while the level-based portals, the square, the triangle, and the circle, are incorporated in the design language.

SGEducators uses vector graphics featuring the smiley, on cubes, books, stationeries, and other instances relating to education, hence making these images identifiable with the brand. In addition, a comprehensive set of icons were used throughout the site to bring a person’s attention to key points or features, and as a means to navigate the site. For example, each academic level and subject has its own unique icon and grouped according to Primary (square), Secondary (triangle), and JC (circle) – the primary shapes used by level-based portal logos.

The entire website was designed and developed on WordPress with the Divi theme. The site is currently live and can be viewed at this link. The website features a list of tuition centres and provides information on the academic subjects offered at each academic level. The Smart Learners Club (SGEducators Membership) pages were also included on the site, and the user portal is currently at a development stage.

Besides the main portal, sub portals were built to support the content on SGEducators. These sites were named to tap on SEO keyword advantage with a unique brand positioning, for different segments of students according to region (where they live), academic level (where they study), and academic subject (what they study). These portals are in turn, supported by a team of tuition centres, or clients, which are featured on the corresponding portals that are relevant to them. Together, the supporting portals and the client sites form an integrated education ecosystem.

Besides the main site, SGEducators has a user portal which is currently being developed. The mock up site was designed using Adobe Experience Design (Adobe XD) and the images and a video detailing the site is displayed below. The user portal aims to form a community of students, parents, and tutors, where they can interact and discuss issues, share ideas and tips, or join activities that were organised by SGEducators, and participating centres or groups.

In order to engage its community, email marketing is one of the key digital marketing tools that will be used to keep users (SGEducators Smart Learners) updated on the latest articles to read or the activities to join. The templates design has been conceptualised to enable easy update by a marketing team. The actual implementation will be executed when the user portal is live.

As a huge majority of SGEducator’s target audience is on Facebook, the social network is the main channel to engage new users to the site. Blog content and greetings are some of the areas that were looked into, while more social engagement postings will be implemented at a later stage.