Build a marketing strategy for a langage school.

The Association des Amitiés Asiatiques is a school located in Paris, founded in 1989, dedicated to teaching Japanese, Korean, and Chinese languages to French students, as well as teaching French to foreign students. Additionally, the school offers manga courses, which is one of its unique attractions.

Following the Covid-19 pandemic, the school experienced a significant decline in its activities. To ensure its survival, the institution urgently needed a marketing strategy to effectively promote itself to potential students, both French and international. Identified issues included a new website with non-existent SEO, unattractive social media presence, and the cessation of cultural events related to Asia that were previously a strong point.

The primary objective was to increase the number of enrolled students compared to the previous year, aiming to reach or exceed the threshold of 120 students.

To address this problem, I was hired by the school to develop and implement a comprehensive marketing strategy. Here are the main actions I undertook:

- Analysis of relevant keywords and integration into the site's content.

- Optimization of meta tags and improvement of the site structure for better natural referencing.

- Results: 40% improvement in page rankings on search engines.

- Revamped the Facebook and Instagram accounts with regular and engaging posts.

- Targeted advertising campaigns on these platforms.

- Results: 50% increase in Instagram followers and 35% on Facebook.

- Created targeted Google Ads campaigns to attract qualified traffic to the site.

- Results: 60% increase in site traffic through paid ads.

- Complete translation of the site into English, Japanese, Chinese, and Korean to attract an international audience.

- Results: 25% increase in enrollments from foreign students.

- Implemented five events focused on Asian culture in collaboration with external partners.

- Results: Average participation of 100 people per event, enhancing the school's appeal.

- Renewed collaboration with agencies to recommend the school to their clients.

- Results: 30 new student enrollments through these agencies.

- Attended two manga fairs to promote the manga and language courses.

- Results: Generated 50 qualified leads per fair.

- Introduced new courses, including Business French, to diversify the educational offerings.

- Results: 20 new student enrollments in these new courses.

Thanks to these actions, the school saw a significant increase in enrollments and attractiveness:

- 20% increase in the total number of students**, reaching 144 students, surpassing the initial objective.

- 70% improvement in website traffic.

- 40% increase in social media engagement** on average.

- Organization of five cultural events, each attracting an average of 100 participants.

- Participation in two manga fairs, generating qualified leads for the courses.

The marketing revitalization project for the Association des Amitiés Asiatiques was a success. The implemented actions not only met but exceeded the set objectives, ensuring the school's sustainability. The increase in the number of students, renewed interest on social media, and the success of cultural events demonstrate the effectiveness of the adopted strategy. This project highlights the importance of a well-planned and executed marketing approach to revitalize a struggling institution.