HA VU ENGLISH AZ
THE CONTEXT
Ha Vu English AZ is an English centre in Hanoi founded in 2020, dedicated to helping students with little or no foundation in English earn international certificates such as IELTS and TOEIC. As a young start-up, the centre relied mainly on word of mouth and had no dedicated marketing team. In late 2021, the founders decided to rebrand and build their marketing function - this was when I joined the team.
TARGET AUDIENCES
Students aged 18 - 25 living in Hanoi (especially those studying at nearby universities), low income.
MY TASKS
As a Marketing and Communications Executive, I was responsible for generating leads from marcomms activities. To achieve this aim, I managed the brand’s social media, coordinated events from planning to delivery, and build partnerships to reach wider audiences.
THE CHALLENGES
Lead Generation
New students came mostly through word of mouth and personal connections, with minimal support from marketing activities.
Brand Awareness
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The brand relied primarily on Facebook and Instagram, with inconsistent visuals and brand .
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Content was mostly informational and educational, which did not fully capture the interest of the target audience.
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Other potential communication channels were underused.
KEY ACTIONS
To maximise lead generation and brand awareness, I implemented an integrated multi - channel marketing approach:
Marketing & Communications
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Planned, executed, and tracked monthly marketing campaigns; developed creative briefs and visual concepts aligned with new brand guidelines.
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Produced interactive posts (such as GIF format and mini-games).
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Promoted the teacher team's personal branding; and launched a new YouTube channel offering study tutorials.
Social Media Content
Events Organization
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Proposed event ideas from frequently asked questions/concerns from students.
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Planned and executed the event marketing campaign
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Continually tracked and boosted attendees.
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Worked with guest speakers/business partners on the event agenda and other document work.
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Supported in - event activities.
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Handled post-event follow-up, sharing materials, and collecting feedback to keep attendees engaged.
Event Promotion
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Influencer Partnerships: Identified and collaborated with micro - influencers studying at target universities to expand brand reach.
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Business Partnerships: Established collaborations with nearby universities and education centers that had shared target students, to co-host events and sponsorships.
RESULTS
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Increased Facebook page to 3.8K organic likes within one year.
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Grew Instagram following to 15K, with top-performing reels reaching 6K views.
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Planned and delivered three webinars and interactive events, in which:
Virtual Coffee Talk #1: 400+ attendees
Virtual Coffee Talk #2: 50+ attendees
Partnership Event “Open to Differences”: 100+ attendees on-site
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Generated over 500 marketing qualified leads
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Built a partnership with UniDesign (an established Art Design College in Hanoi) and the Academy of Journalism and Communication student communities
