iaeGLOBALCanada

Marketing Intern - Social Media Marketing, Content Strategy & Campaign Development

Overview

IAE Global Canada is an international education consultancy supporting students from initial planning through their arrival and settlement in Canada.

Its core services include:

Education Counselling: Free, personalized guidance on schools, programs, and career pathways
Admissions Support: Assistance with applications to Canadian universities, colleges, and K–12 schools
Visa and Immigration Support: Guidance with study permit applications, extensions, and supporting documentation
Arrival and Settlement Support: Practical assistance to help students adjust to studying and living in Canada

During my internship, I created social content and campaigns that communicated these services while making IAE more relevant and approachable to Vietnamese students.

Marketing Challenge

Education consultancy content can feel formal, information-heavy, and overly promotional.
iaeGLOBAL needed to explain complex services clearly while building trust with students who responded more strongly to relatable content, practical value, and genuine community engagement.

Objective

The objective was to strengthen iaeGLOBAL’s digital presence by:

Increasing awareness of its services and student offers
Making education and application information easier to understand
Building trust through useful, audience-focused content
Expanding reach through community initiatives and partnerships
Encouraging participation in campaigns, giveaways, and events

Target Audience

The primary audience included Vietnamese prospective students, international students, newcomers, and parents seeking:

Reliable education and admissions guidance
Support with applications, study permits, post graduate work permit, etc.
Practical information about studying and living in Canada
Relevant student deals and immigration opportunities
A trusted connection to the Vietnamese community

My Role

As a Social Media Marketing Intern, I contributed across strategy, content creation, design, and campaign support.

Content Strategy: Researched audience needs and developed content ideas for iaeGLOBAL’s services, offers, partnerships, and community initiatives.

Copywriting: Wrote Vietnamese and English copy that translated complex information into clear, accessible social content.

Visual Design: Designed carousels, promotional posts, giveaway assets, and event materials.

Campaign Support: Supported business collaborations, giveaways, and community events from concept development to promotion.

Content Adaptation: Repurposed selected GenZdiToronto content in English for iaeGlobal’s social channels.

Strategic Approach

Framework

The strategy combined service promotion with useful community content to increase awareness, encourage engagement, and build trust. It emphasized clear communication, bilingual adaptation, practical student value, visual storytelling, and community partnerships.

Key Areas of Work

Service and Deal Promotion

Created social media posts promoting IAE’s education counselling, admissions assistance, study permit support, student opportunities, and exclusive offers.

Value Created

My work helped IAE communicate complex services more clearly while building a more approachable and community-focused brand presence. By combining promotional content with practical resources, partnerships, and experiences, I supported opportunities for stronger awareness, audience trust, and future lead generation.

Bilingual Content Adaptation

Adapted selected GenZdiToronto content into English for IAE Global’s channels, extending successful ideas to a broader audience while maintaining their relevance and visual identity.

Giveaways

Supported giveaway campaigns through prize selection that aligned with given budget, promotional content, and participation mechanics designed to expand reach, encourage interaction, grow followers, and introduce new audiences to IAE.

Event Campaign

Supported the event concept, branding, promotional strategy, audience activities, details run of show, and partnership development for iaeGLOBAL's community event with partner.