What we were asked to do
Chester School has more than 40 years of experience teaching English in Madrid. The goal was to turn that experience into an online presence that grabs attention, builds trust and sparks interest in its courses.
The challenge
The school operates in an extremely competitive market. At the same time, the communication had to keep the teachers' personalities front and center and speak naturally to a local Madrid audience.
Our approach
We built a social media plan with diversified content pillars, shaped around what sets the school apart and the charisma of its teachers.
- A clear communication strategy built around the target audience
- Alternating content directions: educational, relatable, inspirational, fun, promotional and trust-building
- Two hours of filming for two months of content, based on a clear plan
- Content rooted in Spanish culture and the audience's needs
- Integrated communication that brings out the school's human differentiators
Three things that made the difference
The compound effect Posting consistently trained the algorithm to show the content to the right audience, creating organic growth that sustains itself.
Efficient production Two hours of filming = two months of content. Planning ahead maximized output and kept the rhythm going, even during vacation periods.
A visual upgrade We respected the existing brand elements but gave them a visual upgrade, for a more modern presence.
What came out of it
- Comments and messages from the right audience: potential students
- Real conversations about a summer course promoted in the videos
June–August 2026 · 100% organic, because we want sustainable growth and a well-built brand.
