Integrated marketing project · 2026
NGOC HUONGKOREAN LANGUAGE CENTER
Marketing Project Lead · Student Acquisition
Building a credible digital presence and a cross-platform acquisition system that turned educational content into qualified inquiries and confirmed student enrollments.
01 · Project overview
From an independent class
to a complete acquisition system.
An independent Korean language instructor, pursuing a Master’s degree in Education at Kookmin University in Seoul, wanted to expand her student base for upcoming beginner and intermediate classes.
With limited marketing infrastructure and no established content system, I built the foundation from audience positioning and content strategy to paid media execution and conversion analysis.
Starting from a small personal businessStrong academic credibility already existed. The opportunity was to translate it into a consistent digital presence, a clear marketing funnel and measurable student demand.
02 · Key challenges
Three barriers.
One connected problem.
Hover, focus or tap each card to reveal the real marketing tension.
03 · My role
Marketing
Project Lead.
I connected strategy, content, paid acquisition and customer behavior into one integrated marketing system.
Project role
Marketing
Project Lead
Project Lead
Connecting four responsibilities into one measurable acquisition system.
04 · Marketing funnel
From attention
to enrollment.
Each step was evaluated as a signal, not a vanity metric.
Funnel diagnosis
Content
Capture attention through useful educational content.
Optimization principle: I did not optimize for views alone. I identified where users stopped progressing before deciding whether the problem was content, credibility, paid media, pricing, offer or sales follow-up.
05 · Acquisition performance
Demand across two platforms.
Measured against business outcomes.
Platform figures and confirmed enrollments are intentionally separated to keep attribution transparent.
699 Meta + 520 TikTok platform-recorded inquiries.
Meta + TikTokConfirmed online and offline students during the project.
Enrollment records512 confirmed enrollments divided by 1,219 inquiries.
CalculatedApproximate THB investment across the four-week paid phase.
Project recordMeta57.3% of inquiries
699course inquiries
TikTok42.7% of inquiries
520course inquiries
Inquiry sourceMeta + TikTok
Contribution of each acquisition platform.
1,219inquiries
Meta · 699TikTok · 520
Learning formatOnline led demand
452 online and 60 offline enrollments.
512students
Online · 452Offline · 60
Conversion relationship≈42% enrolled
512 enrolled; 707 other platform inquiries.
≈42%converted
Enrolled · 512Other · 707
Customer journey signal
100K+ views to 512 confirmed students
The scale changes between stages, so this chart illustrates the shape of the journey rather than a directly attributed cohort.
34,000 ÷ 1,219
34,000 ÷ 512
452 ÷ 512
Meta channel context
06 · Competitor assessment
Where the category competes.
Where the brand can win.
The market ranges from viral creators to structured apps. The strategic opportunity is to combine human trust, useful content and a clearer enrollment journey.
Rival group
Creators
Reference set
Korean Sarang · Master Korean with SooA
Strong channel
TikTok · YouTube
Competitive reading
Strength: Fast, relatable micro-learning with strong viral potential.
Gap: Content is easy to consume, but the journey to a paid course is often unclear.
Strategic response: Keep the simplicity of creator content while giving every topic a clear next step.
Rival group
Language centers
Reference set
SOFL · East Asian Korean
Strong channel
Website · Fanpage
Competitive reading
Strength: Established resources, SEO visibility and online/offline availability.
Gap: Academic content can feel static, promotional and visually unappealing.
Strategic response: Translate institutional credibility into a more human, TikTok-native experience.
Rival group
Low-cost courses
Reference set
Unica · Edumall
Strong channel
Website · Paid ads
Competitive reading
Strength: Low price, large scale and broad paid-media reach.
Gap: Limited interaction, dated material and heavy dependence on discount-led selling.
Strategic response: Compete on support and outcomes instead of entering a race to the lowest price.
Rival group
Learning apps
Reference set
Duolingo · Memrise · LingoDeer
Strong channel
Mobile app
Competitive reading
Strength: Strong UX, habit loops and structured bite-sized learning.
Gap: Limited live communication and weak connection to real speaking practice.
Strategic response: Borrow the habit-forming rhythm, then add feedback, teacher access and community.
Rival group
Teachers & communities
Reference set
TOPIK centers · Freelance teachers · Facebook groups
Strong channel
Facebook · Zoom
Competitive reading
Strength: Personal trust, mentoring and an active peer community.
Gap: Inconsistent branding, inbox-led sales and limited scale.
Strategic response: Systemize personal trust with proof, clear offers and a repeatable content funnel.
Positioning opportunity
Teacher-led credibility × useful micro-learning × measurable acquisition
The center does not need to imitate a creator, an app or a discount marketplace. It can own the space between all three: credible enough to trust, simple enough to share and structured enough to convert.
07 · Data verification
Performance
source map.
Platform figures, business outcomes and calculated metrics remain separate for transparent reporting.
Data evidence
Every claim has a visible source or calculation.
| Metric | Result | Source | Type | Interpretation |
|---|---|---|---|---|
| Meta Course Inquiries | 699 | Meta Ads Manager | Platform | High-intent conversations generated on Meta. |
| TikTok Course Inquiries | 520 | TikTok | Platform | Course inquiries generated through TikTok. |
| Cross-Platform Inquiries | 1,219 | 699 + 520 | Calculated | Platform inquiry volume; not presented as deduplicated unique users. |
| Student Enrollments | 512 | Enrollment Records | Business | Confirmed students enrolled during the project. |
| Online Enrollments | 452 | 512 − 60 | Derived | Online portion of total confirmed enrollment. |
| Offline Enrollments | 60 | Enrollment Records | Business | Confirmed students joining offline classes. |
| Inquiry → Enrollment | ≈42.0% | 512 ÷ 1,219 | Calculated | Cross-platform inquiry-to-enrollment efficiency. |
| Paid Media Spend | ≈THB 34K | Project Budget Record | Recorded | Approximate total media investment. |
| Cost / Inquiry | ≈THB 28 | 34,000 ÷ 1,219 | Calculated | Approximate media cost per inquiry. |
| Cost / Enrollment | ≈THB 66 | 34,000 ÷ 512 | Calculated | Approximate media cost per confirmed enrollment. |
08 · Content tree
Every content signal
grows the next one.
Hover, focus or tap a fruit to see the role it plays in the content-to-enrollment system.
Content system
Growth begins with a connected idea.
Six outcomes work together: awareness creates attention, value and trust build intent, conversion creates action, retention creates proof and virality restarts the loop.
Awareness→Value→Trust→Conversion→Retention→Virality
09 · Interpretation
What the data
tells me.
Meta contributed 699 inquiries and TikTok 520, reducing dependence on one channel.
The acquisition mix was 57.3% Meta and 42.7% TikTok.
512 confirmed enrollments created an estimated 42% inquiry-to-enrollment relationship.
452 of 512 students selected online classes; 60 joined offline.
The core path connected media exposure to inquiry, consideration and enrollment.
Approximate cost was THB 28 per inquiry and THB 66 per confirmed enrollment.
Cross-platform totals add Meta and TikTok platform-reported inquiry volumes. Because one person could interact with both channels, 1,219 represents platform inquiry volume rather than a guaranteed count of unique individuals.
End of case study