Usil

I closed the sale with USIL and ran the account together with the person managing it at the Liberte agency: I took part in every meeting and worked hand in hand with their team. Paid media was handled by another agency.

The USIL Entrepreneurs Institute arrived in Arequipa with a market study done by a local consultancy, and contacted us to handle its content.

The study was well done, but it was read without the eye of someone who lives in Arequipa. They looked for a central location, and in Arequipa central can mean inaccessible: the streets of the historic center are narrow and it's hard for a young student to get there. Other institutes chose areas near the center, but with bus stops close at hand.

We started with research: competitors, benchmark institutes in Lima and Arequipa's iconography. With that we built the content approach, the weekly calendar, the relevant dates, automated customer service with ManyChat and biweekly reports. USIL also trained the agency in how to adapt its communication to each city.

USIL provided the visual line. We localized it to Arequipa as far as we could: sillar stone, the Misti, Mariano Melgar and the Plaza de Armas within its system.

Program posts with city backgrounds, and the competition announcement with the Arequipa Cathedral.

If it's an entrepreneurs institute, it had to connect with Arequipa's entrepreneurs. We proposed a competition, ran it with the institute and covered the awards ceremony.

It was an organization with several levels of approval, and the marketing area was far from the campus operation. That left little room in style and form, and made it hard to work with teachers and students to show academic life. I learned that a brand arriving in a new city needs that local room to deliver results.

Between 2021 and 2022 we handled its content on Facebook and Instagram and ran the Emprende USIL Arequipa 2021 competition, with its awards ceremony and coverage.