From Digital Underdog to Market Leader: The ICPNA Story

The Challenge

As Digital Strategy Lead at Medea Marketing Agency, I faced a complex challenge: transform ICPNA's digital presence while competing against established players. Despite a $600K digital media budget, this prestigious language institute was struggling to connect with young audiences and seeing declining enrollments.

My Strategic Approach

I engineered a comprehensive digital strategy focused on:

• Precision-targeted advertising across Meta, Google Search, and YouTube

• Data-driven budget optimization across channels

• Youth-focused content strategy that redefined the brand's voice

The Impact

The transformation was dramatic:

• Market Leadership: Became #1 English teaching institution on social media

• Enrollment Growth: Achieved 3-5% monthly increase in new students

• ROI Maximization: Optimized $600K digital media spend to support nationwide expansion

• Timeline: Complete digital transformation in 5 years

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