Creative Brief — PrimeTutor (Cambodia) Bilingual Website 1. Project Overview & Objective PrimeTutor is a language tutoring agency in Phnom Penh, offering English and Chinese tutoring, both in-home and online, with personalized, assessment-based instruction. Education Cambodia +2 Facebook +2 The new website aims to: Attract Chinese nationals / Chinese-speaking parents in Cambodia (or abroad considering relocating) Show PrimeTutor’s strengths: quality tutors, personalized service, exam prep, flexible formats Serve as a lead generator (inquiries, signups) Provide bilingual (English / 中文) content and seamless navigation Reinforce trust, professionalism, cultural alignment 2. Target Audience & Key Insights Primary audience: Chinese expatriate families in Cambodia, Chinese nationals relocating, Chinese Cambodian families who prefer Chinese language content Parents who value education, language fluency, global competitiveness Students (children, teens, adults) wanting to learn / improve English or Chinese Audience Needs & Motivations: Assurance: tutors fluent in Chinese / English, with credentials Clarity: transparent pricing, visible results, testimonials Convenience: online / in-home options, scheduling flexibility Cultural alignment: content and interface in Chinese, cultural references Potential Barriers / Objections: Trust: foreign / local agency, legitimacy Language of site or communication (if only English) Cost vs perceived value Quality of tutors 3. Positioning & Messaging Brand Position / Promise: “PrimeTutor — 中英双语优质辅导，在柬埔寨为华人家庭打造量身定制学习方案。” (“PrimeTutor — premium bilingual (English & Chinese) tutoring, custom learning for Chinese families in Cambodia.”) Tone & Personality: Professional, trustworthy, warm Clear, precise, culturally sensitive Evidence-based, student-centred Core Messages / Value Propositions: 双语 / 中文界面与支持 (site, contact, materials) 资质优良、经验丰富的中英文教师 个性化课程 + 定期评估 + 成果跟踪 多种授课方式：上门 / 线上 / 小组 / 一对一 成功案例 / 家长口碑 / 学生成绩展示 4. Website Structure & Key Features Homepage / Hero Section Bilingual hero message, CTA (“咨询课程” / “Enquire Now”) Courses / Services English course personal tutoring Tutor Profiles / Teacher Team Photos, teaching credentials, language skills (especially Chinese), experience Testimonials & Success Stories From Chinese families / Chinese-speaker students Resources / Articles / Learning Tips Content in both English & Chinese (can mirror) Pricing, Enrollment / Inquiry Form With bilingual form fields About / Mission / Methodology Emphasize cultural sensitivity, bilingual pedagogy, assessment approach FAQ / Policy Section Addresses topics Chinese parents might ask (payment, refunds, safety, tutor background) Contact / Location / Telegram / WeChat Office address: Urban Village Education Cambodia Include contact via Chinese messaging apps (WeChat) and Telegram Language Toggle English / 中文 switch prominently displayed 5. Design & UX Considerations Clean, modern, use of Chinese aesthetic cues (fonts, subtle motifs) Responsive / mobile-first design Speed and performance (many users will access mobile) Clear call-to-actions in both languages Trust badges: “Qualified tutors”, “Chinese-friendly”, “Verified reviews” Bilingual navigation menus, consistent UI across languages 6. Success Metrics / KPIs Number of Chinese-language inquiries / form submissions Conversion rate from inquiry → enrolment Time on site, page views per session (especially Chinese pages) Bounce rate difference between English vs Chinese pages Growth in organic traffic from Chinese language keywords User engagement on resource / blog pages 7. Technical & Operational Requirements CMS supporting bilingual content (English + Simplified / Traditional Chinese) SEO for Chinese-language keywords + English ones Language fallback / link integrity between language versions Integration with messaging platforms used by Chinese users (WeChat, maybe Alipay or Chinese payment) Analytics tracking distinguishing between language versions SSL, fast hosting, secure form handling