KAPLAN
SOCIAL MEDIA
I managed Instagram and Facebook as the community manager, engaging daily with our audience through comments and messages. During the pandemic and reopening of borders, I developed a content strategy that highlighted the experience of studying abroad and kept the community informed, inspired, and connected. In one year, this approach led to approximately 20% follower growth across both platforms.
Influencers
Partnered with student influencers to co-create authentic content, sharing real study-abroad experiences that inspired prospective students and expanded the brand’s reach.
Schools and Programs
Shared updates on school openings, various programs, and offered a free online English test to engage and inform prospective students.
Weekly Inspiration Initiatives
​Launched recurring story formats like Monday Motivation and Thursday Testimonials, leveraging UGC and real student stories to build authenticity and drive ongoing engagement.
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Beyond Language Learning
Seasonal Content
Learning Resources
Highlighted social activities at Kaplan locations, fun facts, and travel tips about destinations, reinforcing the full cultural experience of studying abroad.
Leveraged holiday themes to create content for occasions like Christmas, Halloween, Father’s Day, St. Patrick’s Day, and more, bringing timely relevance and excitement to our audience’s experience.
​Created Kaplan-branded content to teach English expressions, evolving from static posts to engaging videos inspired by popular series to boost engagement.
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LANDING PAGES
I managed and updated website and landing page templates to support monthly and seasonal campaigns across multiple markets, ensuring brand consistency while adapting content to resonate with each audience.
These pages promoted events, special offers, new programs, and key updates, including COVID-19 protocols, new course formats and language launches. I also implemented UTM tracking to measure performance across channels, with a focus on driving leads, event registrations, and meaningful sign-ups.
E-MAILS
Using Kaplan’s Marketing Cloud, I wrote promotional email copy, updated links and dates, and managed dynamic content with thorough testing to ensure accuracy and timely delivery. Each month,
I launched campaigns aligned with seasonal promotions and culturally relevant events for the Latin and Central American market, including Valentine’s Day, Black Friday, Halloween, Copa América 2019, and International Labor Day. ​​
All emails followed Kaplan’s brand guidelines, with consistent structure and country-specific displays, while visuals were updated to highlight key destinations. I also managed automated email sequences for event registrations, ensuring consistent communication through confirmations, reminders, and follow-ups.
Additional Strategies
Beyond digital channels, I developed and executed a range of offline strategies to enhance brand visibility and engage audiences in different spaces. These initiatives included event coordination, partnerships with other businesses, and communications shared through various media channels, bringing the Kaplan brand to life in meaningful, tangible ways.
PARTNERSHIPS
During my time, I revitalized existing partnerships and helped establish new ones with institutions such as chambers of commerce, universities, and high schools. These partnerships extended our reach by leveraging their communication channels to promote our products and events. Notable partners included the Colombian-British Chamber of Commerce, Externado University, and Colegio Colombo Americano.