Communication Strategies for Language School Promotion

This thesis paper develops a comprehensive communication strategy to promote online schools within the Russian internet segment. It includes a detailed analysis of the competitive landscape, environmental factors, and customer characteristics, which inform the strategic objectives and communication strategy. Key strategies focus on enhancing corporate reputation, product image, recruitment image, brand loyalty, perceived quality, and innovation. An Integrated Marketing Communications (IMC) program is developed, utilizing advertising, direct marketing, interactive marketing, sales promotion, public relations, and personal selling, ensuring consistent messaging across all platforms. The thesis identifies Critical Success Factors (CSFs) essential for promoting and improving online education. These include technological factors (ease of access, user-friendly interface), instructor characteristics (teaching competence, personal qualities), student characteristics (engagement, technical proficiency), course evaluation, collaborative tools, and testimonials. The study highlights the importance of storytelling, multimedia, and partnerships with educational institutions and technology companies. It also explores strategies to boost student engagement, such as gamification and community-building activities. In conclusion, this thesis presents an actionable communication analysis plan for promoting online schools, integrating traditional IMC elements with innovative approaches and critical success factors to enhance the school's visibility, reputation, and student engagement in the competitive online education market.