ISAL

ISAL – International ESL School Digital Transformation

Client Overview & Challenge

Client: International School of Advanced Learning (ISAL)

Industry: Education / ESL (English as a Second Language)

Location: Boston, Massachusetts, USA

Project Duration: 21 months (April 2022 – December 2023)

Services:  BMD (Behavioral Market Design™), Complex Marketing Approach, Website Development, Targeted Advertising, Photo/Video Production, PPC, SMM

About ISAL

ISAL is one of many schools in Boston, USA, to learn English as a foreign language. Efficient curriculum, unique methodology Building Block, a team of professional teachers, and a supportive atmosphere for students are the key success factors of this school.

The Challenge

When the Astar Marketing team started working with ISAL in April 2022, the school needed comprehensive digital marketing transformation to increase student enrollment and improve their market position in competitive Boston ESL market.

Strategic Restructuring & Infrastructure Modernization

Beginning in April 2022, the restructuring initiative applied Behavioral Market Design (BMD) methodology to diagnose multilingual conversion bottlenecks, optimize enrollment continuity, and improve scalability across ISAL’s international acquisition ecosystem.

The analysis identified several operational limitations within the existing digital infrastructure, including fragmented multilingual user journeys, inconsistent enrollment pathways, weak alignment between advertising and landing environments, and friction during application progression.

As the project evolved, the initiative expanded beyond traditional campaign optimization into a broader multilingual infrastructure modernization process, finalized with the launch of a rebuilt digital ecosystem in July 2023.

Strategic Implementation

Marketing Strategy Development

• Consolidation of fragmented marketing efforts under a uniform management approach
• Development of an authentic brand
• Multilingual UX optimization
• Conversion-oriented enrollment pathways
• Multilingual acquisition restructuring
• Infrastructure modernization
• Enrollment continuity optimization
• Behavioral diagnostics
• Integrated acquisition architecture

Content & Brand Development

• Creation of authentic video and photo content to replace stock photos
• Radical change of website concept and social media presence
• Development of concepts, ideas, design, and video filming

Technical Development

• Development of a website on YII-2 framework for easy future expansion
• Focus on pages with any design and content beyond standard framework functionality

Social Media Management

• Management of Facebook, Instagram, and LinkedIn accounts with original content
• Cleanup of Instagram bot followers and acquisition of targeted followers
• Setup of LinkedIn as a primary channel for reaching corporate clients

Advertising Campaigns

• Development of creative advertising campaigns
• Organization of promotional video concept and filming
• Setup and management of Google Ads (local and international markets)
• Setup and management of Facebook and Instagram Ads

Student Experience Optimization

• Active engagement with current students and collection of reviews
• Focus on obtaining authentic testimonials

Measurable Results

Student Enrollment Growth

• 135% increase in local students
• 159% increase in total students over 9 months

Digital Performance

• 35% increase in targeted Instagram followers
• 400% increase in WhatsApp inquiries
• 210% increase in target website traffic

Brand Reputation

• Improvement of Google rating from 4.3 to 4.8

Technical Achievement

• Customised YII-2 website that enabls unlimited design flexibility beyond standard frameworks

B2B Development

• LinkedIn established as an effective channel of corporate client acquisition

Operational Outcomes

The restructuring initiative contributed to:

• Multilingual acquisition scalability,
• Improved enrollment continuity,
• Stronger international engagement,
• Optimized conversion pathways,
• Infrastructure modernization,
• and measurable international audience growth.

Project Scope: Complete digital marketing transformation including Behavioral Market Design™, strategy development, authentic brand formation, custom website development, social media management, content creation, paid advertising, and reputation management.