Industry: Education & Cultural Organisations
Location: Cork, Ireland
Focus: Brand & Messaging, Website System Design, Seasonal Marketing Structure, Event & Programme Marketing
The Challenge
Alliance Française Cork runs year-round language courses while also delivering one of Ireland’s most respected cultural events — the Cork French Film Festival.
Marketing was constant, varied, and difficult to manage.
- Courses changed every season
- Events ran on fixed annual cycles
- Marketing materials were rebuilt repeatedly
- The relationship between what was happening internally and what was being promoted externally was hard to control
They didn’t just need better marketing.
They needed a system that matched how the organisation actually operated.
The Approach
The solution was to design a seasonal marketing system that became the backbone of how Alliance Française Cork planned, marketed, and communicated.
Instead of treating marketing as a stream of one-off tasks, the entire year was structured into four clear seasons.
Each season had:
- Its own messaging
- Its own website section
- Its own course structure
- Its own marketing materials
At any given time, one season was live.
The others remained built, updated, and ready in the background.
This removed chaos, repetition, and guesswork — and replaced it with rhythm and clarity.
What Was Built
Brand & Messaging
- Clear positioning for both education and cultural activity
- Consistent language across courses, events, and campaigns
- Messaging that connected learning, culture, and community
Website as a System
- A modular website structured around Spring, Summer, Autumn, and Winter
- Each season designed once and reused every year
- Easy switching between seasons without rebuilding pages
- Clear separation between courses, events, and festival content
Festival Marketing (Cork French Film Festival)
- Full branding and visual identity for the festival
- Website, programmes, posters, signage, and print materials
- A consistent look and feel carried across multiple years
- Award-winning creative work
- Sell-out events year after year
Operational Impact
- Marketing aligned directly with internal planning
- Staff knew what was being promoted, when, and why
- Less last-minute work, fewer rebuilds, more consistency
- A system that supported growth rather than reacting to it
The Outcome
Alliance Française Cork gained more than strong design or successful campaigns.
They gained a repeatable marketing system that:
- Supported year-round course promotion
- Anchored major cultural events
- Reduced internal complexity
- Improved consistency and results over time
The Cork French Film Festival sold out year after year.
The organisation operated with more clarity and confidence.
Marketing became predictable, structured, and manageable.
Morgan Desméroux
Director, Alliance Française Cork
“Paul didn’t just help us with marketing, he helped us build a system.
Alliance Française Cork runs year-round courses alongside major cultural events like the Cork French Film Festival. Before working with Paul, marketing was constant, fragmented, and difficult to manage.
Paul helped us put structure around how we operate. By introducing a seasonal framework and building a website and marketing system around it, our courses, events, and festival activity became far easier to plan, promote, and manage.
The work wasn’t just creative, it shaped how we think about communication, planning, and growth. The system Paul built has supported us year after year and continues to underpin how we promote our programmes and cultural activity.”