Democratizing the teaching of English in Brazil is possible, and this is the objective of English Pass
(Veja a tradução aqui)
I know that this information may sound unbelievable, but it is the reality: only 1% of the Brazilian population speaks English fluently, and only 5% have some knowledge of the language. Realizing that, in a world without borders, the majority of our population not being able to communicate in the universal language is something to worry about.
However, the good news is that the brothers André and Luiz Chiaradia created a democratic, accessible and digital solution to help solve this problem – the English Pass, an edtech that aims to change the statistics of English speakers in Brazil, as a corporate benefit for partners of different segments and sizes. To reach their target audience and take this solution to the market, André came to us. Today, Fastdezine is in charge of Relationship Marketing on LinkedIn, Social Media Management, as well as the creation of English Pass social posts.
And, by the way, for those who know the history of Fastdezine, it is not surprising to say that our identification with the English Pass cause was practically instantaneous, after all, one of our purposes is to help those who want to transform their own reality. To achieve this, we create opportunities for our partners to broaden their horizons; and we bring together people of different profiles who, as a team, can give solutions to our customer’s challenges in the best possible way.
English doesn't have to be complicated!
André has always emphasized that one of the goals of the English Pass is “to put an end to the trauma that Brazilians have in relation to learning English and communicating with foreigners”. And he explains to us why: “Brazilians have a complicated relationship with the language”.
As we know, Brazilians' first experience with English is at school, public or private, and they leave school without learning practically anything of the language. Later, a few attend private language courses, which are supposed to teach the language, but statistics show that most students do not learn well in these spaces. And why this happens? For several reasons!
The methodology considered classic – which consists of presenting grammar first, then applying exercises and encouraging the student to train two hours a week – has already proven ineffective. In addition, the contents do not always relate to people's reality and interests, making the language even more “distant”.
Another relevant difficulty is that most of these courses are financially inaccessible to a large part of the population, in addition to the myth that just leaving Brazil and practicing the language in a foreign country would make it possible to master English.
These are the main factors that support the worrying statistic mentioned.
The English Pass goes against the current of what traditional language schools practice, adding technology, low cost and a practical method which result in an accessible and pleasant experience. At English Pass, students speak, write and interact with foreign teachers from their first week on the course. This is made possible through Artificial Intelligence, programmed to interact and analyze the pronunciation (not the accent) of students, teachers dedicated to their classes, in addition to disruptive technologies of immersion and interaction.
English Pass is different in its innovative way of teaching. After all, English doesn't have to be boring, complicated, let alone an expensive process. The startup's motto is simple and straightforward: "understand and be understood." According to André, people are overly concerned with having an almost perfect pronunciation, impeccable grammar and a wide vocabulary. However, in reality, foreigners do not care much for these details. Their concern is that you can understand and be understood. That's what matters. He emphasizes that, obviously, English Pass always works to improve the language throughout the learning experience, but the focus, unlike other players, is to make the student able to communicate in the short term.
English Pass: a corporate benefit
English Pass was created with the focus on bringing a solution aimed at companies, considering that the retention and attraction of talent has become a very relevant topic. The English in-company model was never really adapted to the reality of business. Luiz and André detected this problem and came up with a corporate benefit that works with HR subsystems and creates journeys that generate engagement and high performance for teams.
With such a powerful tool and methodology, English Pass was ready to conquer the market. However, it was necessary to establish a bridge between the startup and its target audience.
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Relationship Marketing (Social Selling) on LinkedIn
I take the opportunity to talk about the way Fastdezine does Relationship Marketing because it is assertive and brings results. Over the last few years, we have tested and validated the use of the best tools and best practices that leverage the creation of relationships as part of the sales effort. The processes and methods we created based on our experiences were so successful that we decided to offer them to our customers.
Of the connections made via Relationship Marketing by Fastdezine, more than 60% became sales opportunities, such as opening for the presentation of the solution, scheduling meetings, concrete proposals, etc. This is a very high success rate, which has resulted in numerous recurring sales to large companies.
To make results like these possible, we have a team of experts to carry out activities on a daily basis. This team pre-qualifies leads with a personalized approach and according to the English Pass strategy, also respecting all the rules established by the platforms used. Daily, we share with the CEOs and with the English Pass sales team the results of the campaigns - according to platform metrics and qualitative return from prospects and leads - and alerting to the excellent opportunities that can be converted into sales.
For an effective Relationship Marketing, we seek to deepen the understanding of our customers' solution, their sales speeches and expectations in relation to the market and the target audience they intend to reach. On the other hand, we offer inputs and help to sharpen our client's strategy, making the process increasingly fluid and assertive.
Social media
In parallel to Social Selling on LinkedIn, Fastdezine carries out the work of Strategy, Planning and Management of Social Networks, as well as the production of social posts. For this, we have gathered a team of specialists, with a designer, a social media strategist, a copywriter and a project manager. We also have a team of multiple talents available according to the client's needs, complementing this group of dedicated professionals.
The first step of this work was an immersion process with English Pass, in which we collected its positioning, history and references, which guided the steps of our social media specialist in defining vertical contents and sales funnel. After that, we create the planning, copywriting and graphic design of the posts monthly, based on the existing English Pass brand guide, and we publish these materials, according to the client's approval.
Let us see André Chiaradia's statement:
“Fastdezine's work has been efficient, practical and of high quality. Contact and communication are easy. We are satisfied with both Social Selling on LinkedIn and the Management and Creation of pieces for Social Networks. Now, the next step is to adapt the processes to continue the work and start growing the English Pass team. We wish to maintain the level of quality that we have brought to this day. We are excited about the prospects, and pleased with Fastdezine's performance, but especially happy that we are trying to improve people's lives.”
I can see how the Fastdezine partners and team are engaged in this much needed project. I especially want to thank Luiz and André for their trust, and I am happy to work alongside a company whose purpose is to transform people's lives for the better!