How do you get the word out about a skill you've honed over 30 years when your usual customer channels are no longer open? After Covid Alessandra found her usual customer base dried up and her competitive landscape domniated by large schools with prominent online presence. Alessandra's USP is her tailored one-on-one courses and access to authentic Italian lifestyle. To emphasise her value and difference we used hand drawn (not AI) illustrations, first person language, and real photos (not stock). For credibility and visibility we drew on her association with Dante Alighieri Siena creating links both literal and aesthetic with colour and calls to action.
