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Audience segmentation

The main segmentation used by i-to-i is geographic:

● 

UK

● 

North America

● 

Europe

● 

Australia and New Zealand

● 

Rest of world (same as UK)

Different brochures are also available for each geo-

graphical area.

Information is also collected on an optional basis 

about prospects’ age and status, although these are not 

used for targeting emails. Status categories are:

● 

Student

● 

Employed

● 

 Self-  employed

● 

Career break

● 

Unemployed

● 

Retired

Figure 11.24

i-to-i website

Source: www.i-to-i.com

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 Since optional information is restricted to certain lead 

tools it is not used to target emails. For weekend TEFL – 

post code/city is used to target courses to prospects.  

  Competitors 

 

Some of the main competitors for online TEFL 

courses based in the UK and Australia include: 

 

 

www.cactustefl.com    

www.teflonline.com    

www.eslbase.com  

 In the US, competitors who also operate in the UK 

and  other  countries  include:   www.teflcorp.com/  

 ITTP  (International   Tefl-  Tesol-  Online)   www. tefl-  tesol- 

 online.com  

 Media  mix 

 i-to-i uses a combination of these digital media chan-

nels to drive visits, leads and sales: 

   

● 

  Pay per click (PPC) (mainly Google AdWords)  

  

● 

  Social media marketing using Facebook, Twitter and 

i-to-i’s own traveller community  

  

● 

  Natural  search  

  

● 

  Affi liate  marketing  

  

● 

  Display  advertising  

  

● 

  Email  marketing