Case Study: Elevating Global Communication

Client: Fastway Institute, Abu Dhabi

Agency: Udjat Agency

Objective: To modernize the digital presence and accelerate student enrollment through a 360-degree marketing overhaul.

1. Full Recreation of Marketing Platforms

Udjat redesigned the digital infrastructure to match the premium, academic nature of the institute while ensuring a seamless user journey for lead conversion.

• Website Reconstruction: Developed a high-speed, multilingual (Arabic/English) website. Integrated a course-finder tool and a direct enrollment portal.

• SEO Infrastructure: Implemented local SEO strategies focusing on high-intent keywords like “IELTS preparation Abu Dhabi” and “Native speaker language courses.”

• Social Media Aesthetic: A complete visual pivot on Instagram and LinkedIn. Transitioned from static images to a “Lifestyle & Education” grid that showcases the boutique classroom environment at Dusit Thani.

2. Video Shooting & Editing

Recognizing that language learning is a personal experience, Udjat produced high-fidelity video content to build trust and authority.

• “Meet the Native” Series: Short-form vertical videos (Reels/TikTok) featuring native instructors sharing “Quick Tips” in German, Japanese, and French.

• Facility Tours: A cinematic 4K walk-through of the Dusit Thani Office Tower location, emphasizing the 6–8 student class size.

• Student Success Stories: Professional testimonial videos focusing on students who passed IELTS or SAT exams after Fastway coaching.

• Post-Production: High-energy editing with motion graphics to highlight key stats (e.g., “15+ Countries,” “ACTVET Accredited”).

3. Marketing Strategy

The strategy focused on “The Native Edge”—positioning Fastway not just as a school, but as a cultural gateway.

• Market Positioning: Positioned Fastway as the premium choice for serious learners (expats and locals) compared to mass-market online apps.

• Targeting Matrix: * Academic: Students needing SAT/TOEFL/IELTS for university.

  • Corporate: Professionals seeking Business English or specialized languages for the UAE’s trade-heavy economy.

  • Lifestyle: Hobbyists interested in Asian languages (Japanese/Korean).

• Financial Psychology: Promoted the Tabby/Tamara integration to lower the barrier to entry for high-ticket advanced courses.

4. Marketing Activities (Tactical Execution)

• Lead Generation Campaigns: Targeted Meta and Google Search Ads focusing on the “Native Instructor” USP.

• Influencer Collaborations: Partnered with Abu Dhabi-based educational influencers to attend a “Trial Day.”

• Email Marketing: Automated nurturing sequences for leads who downloaded “Language Level Check” guides.

• Offline Integration: QR-code-based lead capture at the Dusit Thani lobby and surrounding business centers.

5. Plan & Following Up

Udjat utilizes a rigorous tracking framework to ensure ROI and continuous optimization.

• Scope of Work (SOW) Management: * Phase 1 (Month 1): Platform recreation and SEO baseline.

  • Phase 2 (Month 2): Intensive video production and campaign launch.

  • Phase 3 (Ongoing): Management, scaling, and conversion optimization.

• Bi-Weekly Performance Audits: Reviewing Cost Per Lead (CPL) and enrollment conversion rates.

• CRM Integration: Syncing website leads directly with Fastway’s sales team to ensure follow-ups occur within 15 minutes of inquiry.

• Quarterly Strategy Pivot: Adjusting focus based on seasonal demand (e.g., SAT prep in spring, travel languages in summer).