Instituto Cervantes
Beijing
Our task is to work with the team to create a China specific strategy, write and adapt contents suitable to the Chinese market, identity new target customer groups and create strategic initiatives to build brand awareness and reach new students.
Services provided:
- Market research and development of marketing and media strategy
- Planning and definition of student survey, analysis of results and delivery of report. Proposal for measures for improvement
- Planning and definition of employees and stakeholders survey, analysis of results and delivery of report. Proposal for measures for improvement
- Proposal for and development of cross collaborations and events
- Work with the local team to guide content development and social media management (Wechat, Weibo, Bilibili)
- Visual identity design for communication channels and events
- Coordination of press activities
Examples:
- Events: Planning, graphic design for and communication activities for the “Dial del Espanol” in collaboration with the Spanish and all Latin American embassies, as well as many Spanish and Latin American brands
- Social Media: Adjustment of look and content of Wechat channel and appearance on all platforms, update of existing and development of new, more lively forms of content
- Promotions & Collaborations: Revival of the “Yo Hablo Espanol” program collaboration with Spanish and Latin American restaurants in Beijing
- Partnerships: Buildup of partnerships with universities, Spanish and Latin American embassies and media
- Surveys and Improvement Measures: implementation of student and employees/stakeholders surveys in 2019, 2020; feedback was used for operational and communication improvements
- Consulting & Guidance: Regular meeting and guidance of the various departments (education, culture, administration, IT) on the strategic plan, collection of requirements and development of content elements for the institution
