R E B R A N D I N G A P O R T U G U E S E L A N G U A G E S C H O O L

M Y I N T E R N A T I O N A L I N T E R N S H I P

T H E F I R M *

• An optimization and digitalization of its core operations

• A new brand identity and image

• A new marketing strategy with respect to its customers, partners and educational institutions

• A new communication strategy focused on social media

*For privacy reason will be referred as the firm

A small school in Lisbon, Portugal. It's needs were:

M Y S O L U T I O N S - N E W W E B S I T E

• A new website optimized for search engines with an interactive interface and mobile/tablet versions

• Translated in 4 different languages

• Google rank from 6.000.000 to 1.000.000

• Facebook tab application linking to the site

M Y S O L U T I O N S - O P E R AT I O N S

• Customers were engaged in the co-creation of the products and services, students could totally customize their own packages

• Didactic trips for students were re-introduced

• Accommodation service was enhanced

• Most of the core operations were digitalized, optimized and automized through the use of Google Drive applications.

• Enrollment forms and satisfaction forms could be filled by students directly on the website, the information would have ended on an online database and sent directly by email to the Director

• Accountability was increased through an online schedule made in order to collect students' fees without delays

M Y S O L U T I O N S - M A R K E T I N G

• A better leveraging of Google Adwords with a consequent impressive increase of ROI

• Creation of databases for competitive analysis, market context and customer base

• A new offer and pricing strategy

• A new partnership with one of the three Erasmus associations of Lisbon

• Contacts with universities all over Europe were made in order to set up new partnership opportunities

M Y S O L U T I O N S - C O M M U N I C AT I O N S

• A new social media strategy

• A new optimized use of Facebook and Twitter

• Creation of accounts Pinterest, Linkedin, Youtube, TripAdvisor, Instagram, Google+ and Google Business

• Introduction of coordinated art direction and copywriting for all the communication materials

M Y S O L U T I O N S - B R A N D I D E N T I T Y

• The outcome of the process was a new and enhanced brand image merging perfectly its authentic and retrò identity with a new catchy, dynamic and young attire

F I N A L C O N C L U S I O N S

• The aggregate cost of all the operations and marketing investments outlined didn't exceed the amount of 100 €

• The school faced a great influx of new enrollments with consequent increase in profitability

• Traffic of the social networks accounts increased considerably

• I personally trained the employees on digital media/social networks, selected the new interns and offered remote consultancy

F O C U S , D I V E R G E N C E A N D C O M P E L L I N G TA G L I N E

• FOCUS: Taking the "Lusitanic" authenticity and bring it to a digital level. Going beyond the concept of language school with a new offer of customizable packages of products and services.

• DIVERGENCE: The school positioned in between the high and low-ends of the market, charging a premium price with respect to the low-cost schools but still representing a cheap alterternative to the most expensive ones

• TAGLINE: A 360° Portuguese experience at the price of a language lesson