From a single academy in Florence to an international network across Europe.
Client: My English School
Sector: Considered-purchase B2C, Language Education
Services: Positioning, messaging, ICP research, website architecture, copywriting, SEO landing page infrastructure, marketing automation, campaign strategy, reporting infrastructure
Results
Total Leads
+293% YoY
Conversion Rate
+514% YoY
Actual School Visits
+92% YoY
The Problem
My English School had a strong product and a growing network of academies across Italy. What they lacked was a positioning that communicated who they were and why someone should choose them over any other English school.
The messaging was generic. "English courses. Enrol now." Nothing differentiated them from competitors. Nothing spoke to the specific person who was looking for something different: modern, informal, community-driven rather than academic and distant.
At the same time, each location operated in isolation. No unified digital funnel, no shared reporting, no way to measure whether a campaign in Milan was producing the same quality of results as one in Rome. The founders wanted to expand into France and Spain. The domestic system needed to work first.
The approach
Phase 1: Build the acquisition infrastructure
We started with ICP research: who was actually enrolling, why they chose MyES over alternatives, and what they were looking for that traditional schools were not offering. A clear profile emerged: young adults and professionals who wanted to learn English in a modern, informal environment that felt like a community, not a classroom.
We translated this into a positioning: not just an English school, but the school for people who do not want the old-fashioned approach.
Phase 2: Rebuild the website and messaging
The new positioning required a new website. We redesigned the architecture and rewrote the copy for the Italian site, then scaled the same system to the French and Spanish versions. Every page expressed the same positioning: modern, professional, informal, community-driven. Visual direction, tone of voice, and imagery were all aligned to the new identity.
Phase 3: Build the SEO infrastructure
Each city with a physical location received a dedicated landing page built as a mini-site within the main domain. Structured for local SEO, each page communicated the same positioning adapted to the local market. The architecture was designed once and scaled across all locations in Italy and three countries in Europe.
Phase 4: Build the acquisition and automation infrastructure
We built a multi-location campaign framework across Google Ads, Display, and Meta, connected to a central CRM. We introduced marketing automation where none existed. Physical school visits became a trackable KPI. For the first time, every lead had a source, every source had a cost, and management had real visibility across all branches in a single dashboard.
Phase 5: Align the organisation
We defined shared KPIs across marketing, sales, and operations. We trained the internal team on the system. The goal was full autonomy after handover.
The infrastructure remained. The expansion into France and Spain followed.
Note from the client
“We have finally managed to reach our audience with effective local and geo-targeted campaigns, resulting in an incredible increase in conversions.”
Luigi Sguerri
CEO,
My English School
If you recognise this situation
You have a product that is better than your competitors but your messaging does not show it.
Your website says everything and nothing. Your campaigns are running but nobody can explain what is actually driving growth.
That is where I start.