By Maria Eugenia Padron

Modlingua is planning to offer a Planning Online Seminar and a Career Counseling session. It can make use of the AIDA marketing strategy (Awareness, Interest, Desire, Action) to meet its goal to reach people to participate and learn from these courses by implementing the following plan:

• Awareness:

To make people aware of the courses’ existence, Modlingua should make a Youtube video promoting them and giving all the information about them: speakers, prices, content to be covered, certifications granted, dates, hours per week that students will need to invest in the courses, materials needed or provided, and coursework if applicable. This video should be uploaded in Modlingua’s channel, but it should be promoted in other Youtube channels whose audience might find an interest on these courses.

It should also publish an article, or various ones, in the Modlingua website about these courses under the “Resources” and “Blogs” tabs. It would be even better if a tab named “Courses”, “News”, or “Events” could be created to publish this information and that of future courses as well. It would make the website users easier to find the information.

Also, Modlingua should use its email database to send emails with information about the courses. Modlingua should do the same with its other social media accounts, adding a pamphlet or a document with all the information about them. They should have effective visuals if they are going to be published in platforms like Facebook and Instagram.

All of this information should also be shared by other businesses or organizations that might have a potential audience if possible. This way, the courses and all the information about them will be made known to people that might potentially become interested on them.

• Interest:

A discussion forum or a Facebook discussion (can be in the Modlingua page or in a public group chat) could be opened to receive and answer questions from people, as well as to generate discussion about it and get feedback. This way, Modlingua can keep its audience engaged and interested in the courses.

Modlingua could also create videos of the courses when they occur and film some of the student’s opinions on the courses to keep its users interested in the long-term, and help future students become more interested after listening to the experiences of past students.

Also, there should be information or a link leading people to all of Modlingua social network accounts in every single one, to keep its audience engaged and interested in the long term as well.

• Desire:

Now, when there’s already a considerable amount of people aware and interested in the courses Modlingua will be offering, the way it could generate desire in them to participate in the courses can be through content shared in the website and social media platforms, as well as in the discussion forum. Information about why they would benefit from these courses should be published in all of these, sharing with them information like what will be taught precisely and by who, the prices, and the benefits it has brought past students. Quotes from past students are encouraged, as well as videos and interviews with them, and reviews. In the case of these being the first courses in their kind to be given, the rest of the information should suffice.

• Action:

In this stage of the plan, either the people targeted with the marketing plan got interested in the courses and decided to take them, or they didn’t. Regardless, everyone should know Modlingua social media accounts and about its website to keep receiving information from Modlingua and more opportunities it will keep offering.  

See intern’s profile in: http://modlingua.com/language-interns-at-modlingua/388-maria-eugenia-padron-spanish-english-translator.html