SMM · Marketing strategy · Logo
Pani N Poland
Nataliia Olkhovska is a teacher of Polish with 12 years of experience. Her approach combines language, psychology and acting techniques, so the main result of the learning is not “to have studied” but to start speaking without fear.
Point A — what they came with
The situation at the start
Nataliia came with a profile that worked as an informational blog about life in Poland and the Polish language. There were students, but they mostly came through recommendations — the page did not bring new ones.
The real task was not “to run an Instagram” but to move the business from a model of individual lessons into a system: a personal brand, a product line and content that sells the result.
- No clear positioning — the profile gets lost among hundreds of similar teachers of Polish
- The profile works as a blog, not as a system for attracting students
- No product line: lessons are sold, not a result
- Content without a system — the categories do not repeat, the audience does not recognise the formats
- The profile does not explain how to book or what to expect from the learning
Scope of work
What the marketing strategy includes
A 67-page document in which every section closes a specific decision: from who we sell to and what we sell, to what content goes out on Monday. Below is the structure of the document; the content of the strategy itself stays with the client.
- Analysis of the business and its services
- Brand SWOT analysis
- Goals and expected result
- Market and competitor analysis
- Target audience analysis, customer profiles
- Conclusions and decisions for each barrier
- Brand positioning
- USP — unique selling proposition
- Current state of the profile, point A
- Profile packaging: bio, highlights, visuals
- Tone of Voice and content strategy
- Promotion, special offers, action plan
Along with the strategy, the client received a logo, a brand palette and templates for stories and feed covers.
Positioning
Not “one more teacher of Polish”
We went through eight profiles of language schools and teachers in Poland. Most repeat the same thing: a focus on lessons and grammar, a weak personal brand, irregular content. The “language plus psychology” niche turned out to be almost free — and that is where we took the brand.
Instead of selling hours, Nataliia is positioned as an expert in adaptation and the Polish language in Poland: someone who removes the fear of speaking and helps you live confidently in a new country.
Brand message
“I do not just teach Polish — I help you live confidently in Poland”
For this positioning we wrote three variants of the value proposition, five audience segments and three Tone of Voice modes — from expert to supportive.
Want the same system for your brand?
We will go through the niche, the competitors and the audience — and build a strategy that makes the profile bring in clients
Identity — brand style
Logo and brand colours
We designed a logo that explains the essence of the brand in a second: an academic cap for study and exams, an open book for knowledge, an orange speech bubble with a sound wave for the core of the method — living, spoken language.
Dark green holds a sense of maturity and trust, orange carries the energy and the accents in the content. The mark reads equally well in an Instagram avatar, on highlight covers and in stories.
- #224411
- #FFFFFF
- #FF8300
Packaging — the profile
Profile bio and navigation
We rewrote the bio so that within five seconds it is clear who this is for, what result the learning gives and what to do next. Instead of describing “a teacher of Polish” — a promise of a result and a clear step towards booking.
The highlights were rebuilt into a funnel: trust first, then usefulness, and at the end booking and answers to objections. Seven new blocks were added to the existing ones.
Feed layout
Every cover shows the benefit straight away: a specific phrase, mistake or situation from life in Poland. The formats alternate — photos with the teacher, shots of Polish cities, word collections — so the feed feels alive rather than a catalogue of identical tiles.
Orange and dark green tiles from the brand palette hold a single style: the profile is recognisable in the feed before a person reads the text.
Story design
A single template in the brand colours: a dark green background, orange tiles carrying the key idea and a mandatory transition to the next slide. Recognisable before a person has read a word.
The “Booking” highlight
The most important block in the funnel: anyone who reaches it is already ready to ask about booking. Eight stories work through every objection in turn — how the work is organised, a step-by-step plan for a beginner, pricing, payment methods and the rules for rescheduling. After it, all that is left is to write in Direct.
Content — examples
Carousels for the profile
Three formats that hold the content system together: a sales carousel about the services and two educational ones about the language. All in a single style, with the same tile logic and an ending that leads to action.
The “Services” carousel
Seven slides that close the main question a new follower has: what exactly can be ordered here and how the learning works. Levels, exam preparation, admission to educational institutions, lesson formats, tools and approach — ending with a call to Direct.
The “Countries in Polish” carousel
Ten slides on a topic almost everyone learning Polish gets wrong: when a country takes do plus the genitive, and when it takes w or na plus the locative. Each country on its own slide with an example of “I am going” and “I live”, ending with the rule for countries in the plural. This is the kind of content people save and forward.
The “5 Polish words” carousel
Words that sound almost Ukrainian but mean something entirely different: lokal, dywan, zachód, fabryka, aktualny. A format anyone who has lived in Poland recognises, having fallen into such a trap at least once — which is exactly why these posts do well in saves.
Point B — results
Point B
BecameWhat the client received
- A 67-page marketing strategy with an action plan
- Logo and brand style: colours, typeface, templates for stories and covers
- Clear positioning instead of “one more teacher of Polish”
- A packaged profile: bio, highlights funnel, feed layout
- A content system with a bank of topics for every category
- A basis for moving from lessons to products
Niche: education, language learning · Formats: strategy, logo, profile packaging
A brand system — instead of a blog about life in Poland
Conclusions
What this project gave
Instead of a blog about life in Poland — a brand system in which it is clear who we sell to, what we sell and how it differs from a hundred similar offers.
The profile received positioning, a visual identity and a content system on which courses can be launched and a team of teachers brought in.
A free niche instead of competing on price
Combining language, psychology and acting techniques moved the brand into a segment with almost no competitors — and where a higher price can hold.
The profile as a sales tool
The bio, highlights and content categories work as one funnel: from the first touch to booking a course.
A basis for scaling
The identity and the documented processes make it possible to launch a team of teachers without losing quality or brand recognition.
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