The first step was to fully understand Rochambeau’s target audiences. After in-depth research, we developed two main marketing personas, each with their own distinct characteristics and motives: local families seeking to enroll young students in a bilingual learning environment, and expatriate families of French-speaking countries looking to continue within the world-renowned French curriculum. We used these insights to create a new strategy and advertising creative for an integrated marketing campaign that spanned social media, display and retargeting channels.
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