Building a Foundation for Alliance Française’s Future Success




Reinvigorating the Online Image of Alliance Française While Increasing Class Numbers

Alliance Française has been promoting French culture and language in Cork since 1947. As an internationally recognised label of quality, Alliance Française has a long-standing tradition of excellence and expertise in teaching French offering a wide variety of French courses.

New management in 2017 wanted to inject a new lease of life into the promotion of Franco-Irish cultural bonds, increase memberships and most importantly increase course sign-ups.

Morgan Desméroux

Paul not only built a marketing system which we were finally able to update in-house and be subsequently reflected in our digital marketing and online brand, but built for us a system which resulted in more and more leads being generated for our business.

Morgan Desméroux / Directeur

About Alliance Française

● Alliance Française de Cork offer French courses for all ages and levels, including pre-school, primary, secondary, third-level and adults.


● Increase Membership
● Implement new e-commerce website with an easily updatable inbuilt system which could reflect seasonal changes to Alliance Française's courses
● Increase course sign-ups and revenue

● Design and print 4 seasonal booklets promoting all courses.
● To link the companies print marketing to their website and their digital marketing strategy to a streamlined sales system.


● A sophisticated yet simple structure was implemented across the entire Alliance Française brand and website offering the ability to update entire seasonal offerings with a few clicks.
● A new membership system was designed, implemented and promoted.

● Blogging was utilised to generate traffic


● Page 1 of Google search results captured for key search terms.
● Sales increased by 50% in 6 months

● Membership signups increased by 25% in 6 months
● Largest ever sales revenues. 
● Overall sales increased by 17% in 4 months, 37% within 8 months.
● Clean system to help with administration and sales.

The Challenge

Due to the sheer volume of courses offered by Alliance Française, the company constantly found it difficult to
a) keep on top of their marketing needs and
b) Blend their needed print marketing with any online marketing.
Every season courses and classes changed with constant changes occurring in real-time. It was simply too difficult for someone to constantly update the websites courses, classes, fees, marketing material and more every few weeks, months and seasons (and also to do this indefinitely)

The Importance and Power of Structure

By matching the brand and structure of the website perfectly with the in-house structure of Alliance Française's courses, I was able to build a complete hierarchal structure into the entire brand of Alliance Française. Essentially 4 seasonal structures were built into the website which could be updated with the click of a button. This brand and structure was also reflected in the real world in terms of booklets, posters, leaflets and more.

A System for Subsequent Marketing

Once brand, website, courses, booklets, signage, sales pages and funnels were designed and implemented, every course was cleverly linked to its respective seasonal structure. This resulted in a streamlined website where an in-house team member could update simple elements such as fees, course times or information within real world booklets and all elements within the website would subsequently update. 

This resulted in a lead-generating system which can be utilised by any member of Alliance Française with little or no training allowing them to constantly update and market the company online now and forever.

An entire new website was developed, sitting atop a hierarchal structure were the website structure reflected the real world structure of how the company ran

A membership system was designed and developed and brought to the forefront of the companies brand image and marketing strategy

All services, course information, fee's, Seasonal booklets and more could be updated within a simple backend system becoming subsequently reflected on the website.

Branding and signage design.

Seasonal Booklets Designed and Printed. A seasonal structure was implemented across all forms of marketing from in-house promotional material to print marketing to digital marketing

Subsequent website designed for the 29th Cork French Film Festival

Launching the 2018 French Film Festival Booklet

Paul Feeney with Directeur of Alliance Française, Morgan Desméroux 

At the launch of the 2018 French Film Festival with The Mayor of Cork

Local Advertising

Exhibition Banners, Booklets, Signs, Banners, Leaflets, Flyers and more were designed and printed.

Local Advertising

About the author, Paul Feeney

Hi, I'm Paul Feeney, Founder of The Bodhi Business Academy, based in Westport, Co. Mayo. Over the past 15 years I have worked with hundreds of company's in relation to research & strategy, brand development, offline and online marketing, SEO, graphic and web design and much, much more. My job has always been to help my client's gain more clients and increase sales.

I founded Bodhi and developed The Bodhi Business Academy as I am passionate about helping businesses overcome their challenges using a blend of creative branding, lead generating web design, conversion-focused sales pages and automated email marketing systems.

My mission is to develop the West of Ireland as a Global Centre for Business Development, investment and a Startup ecosystem for high-tech innovation.

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