For the International House Madrid headquarters, I was tasked by the Marketing Department with developing and directing a multi-channel creative campaign to drive September enrollments.

Objective:

• Increase new student registrations

• Differentiate in a competitive education market

Core Challenge:

• English perceived as difficult and intimidating

• Gap between theoretical knowledge and real-life usage

Key Insight:

• The real struggle is not grammar

• It is handling everyday situations with confidence

• Emotional trigger: frustration, embarrassment, missed opportunities

Outcome & Impact:

• Clear repositioning of English learning as practical, real-life driven

• Cohesive multi-channel system ready for future enrollment cycles

• Positive internal alignment between marketing and creative