École Montessori de Lyon

PARTNERSHIP CAMPAIGN - International Families Open House

Goal:

Run a targeted, trust-building Open House to attract international families in Lyon’s 6th arrondissement and convert registrations quickly, using a real capacity constraint – a single bilingual classroom – as a positioning advantage rather than a limitation.

Approach

Partnership offer: free (or conditionally free) registration if completed within 7 days of the Open House, to create urgency.
Targeted outreach: direct notification through an international organisation’s staff union and channels to boost credibility, alongside focused social posts and union-distributed materials.
Content & social proof: short English-language video testimonials from international parents, used in promotional materials and shown live on the day.
Product framing: the single “Blue Classroom” and its small bilingual groups (2-3 and 3-6 years) were positioned as exclusive and high-quality rather than as a limited offering.
On-the-ground team: director, bilingual teachers, board members, and parent volunteers – including employees of the partner international organisation – hosted the event in person.

Outcome

The bilingual group was fully enrolled within 7 days of the Open House.
Significantly increased visibility among international families and local partners.
The partnership with the international organisation’s staff union strengthened trust and credibility, producing higher-quality leads and a repeatable channel for future recruitment cycles.

Why it worked

Niche targeting, credible institutional partners, a clear time-bound offer, authentic social proof, and minimalist, consistent communication combined to create real urgency and real trust. The campaign stayed lean and measurable, and every element was tied directly to a single enrollment KPI – full class capacity within a fixed window.

Interested in creating a compelling digital experience? Contact me or explore more of my projects below!