Content marketing campaigns that increase customer base

Introduction

The French Alliance is a network of 1080 institutions spread over the five continents and present in 137 countries. The first was created in 1883 in Paris by prestigious members such as Louis Pasteur, Jules Verne, Ferdinand de Lesseps, followed by Barcelona and Mexico in 1884.

The largest network is located in Latin America with 250 associations and the most important Alliance in the world is that of Lima, in Peru, with more than 11,000 students.

Among its main objectives are:

• Propose French courses adapted to all audiences.
• Improve and develop access to French culture.
• Promote cultural diversity and dialogue between cultures.

The Alliance Française of Panama was created in 1951 as a non-profit association, thanks to the support of personalities from the country with the intention of promoting the French language and Francophone culture and fostering a dynamic of cultural exchanges. The Alliance Française of Panama today has more than 500 students obtaining more and more, a greater reception and strength in terms of French language studies and linguistic stays in cities such as Paris, Toulouse, Bordeaux, Grenoble and Strasbourg.

Challenge

The Alliance Française of Panama has been a meeting point, not only for the teaching of French, but also as a house of culture. For this reason, 2020 was a year full of challenges, in which the Alliance Française of Panama sought a way to migrate to the digital world and thus continue with its educational and cultural work.

2021 does not show such an encouraging outlook, due to the economic crisis that is affecting many people.

How to get people interested in enrolling in the French Alliance of Panama online courses?

Solution

At the end of 2021, with the change of address in the French Alliance of Panama, they decided to seek advice for the creation of a digital marketing plan with the aim of promoting online French course

For this, an analysis of the digital positioning of the French Alliance of Panama was carried out, as well as possible competitors. Likewise, a market research was carried out to learn more about the students, their motivations for studying the language, their preferences, among others.

Results

The results obtained thanks to the implementation of marketing actions embodied in the plan are positive. Advertising strategies were implemented in social media, Google Ads, improvements to the website, and activities such as the online open day.

This made it possible to attract 576 people who completed the form to receive information about French courses, during the months of January to March 2021. Student enrollment amounted to 512 students during this period.