Social at global and franchise scale.

Berlitz's social channels were locally inconsistent. Every market posted in isolation, with no shared content strategy, no tone guide and no performance baseline. Engagement was low despite a strong brand, and there was no way to tell what was working where.

In Canada the problem was sharper. Social was an afterthought, disconnected from the paid media running alongside it, and treated as a brand cost with no measurable outcome.

Globally, a hub-and-spoke model: one editorial calendar with locally adaptable assets, a shared asset library, and a monthly performance review that fed straight back into the next month's brief. Community management protocols kept the response tone consistent across all twelve markets.

In Canada the programme was rebuilt from scratch. The editorial calendar was tied to the paid media calendar, original content was made monthly for the Canadian channels specifically, and posting moved to a steady five times a week across Instagram, Facebook and LinkedIn.

285,000 followers added across markets in the first eighteen months, at a 4.2% average engagement rate against a 1.8% B2B benchmark. Canada grew its audience 462% over two years, held 4.7% engagement and lifted impressions 66.4%.

Localised content beat global reposts consistently, which settled the hub-and-spoke argument. The Canadian channels now send measurable referral traffic into the course catalogue, something that had never been tracked before.