← Marketing hub
Confucius Institute
Roadmap

The research is finished. One decision is open, and most of what is left is waiting behind it.

Days to the December review
73

18 December 2026. The pilot ends there, so everything below has to land before it.

The six phases
Where we are
1
Discover
Done
2
Brand and position
Your move
3
Campaign
Running
4
Content and search
Blocked
5
Manage
Running
6
Review
December
This month
What has to happen in October
Xinxin
Choose a route and take it to the boardEverything in phase 4 restarts the day this lands.
Adrie
Send the production brief to production partnersOne day, one classroom, three courses. Quotes back before November.
Xinxin and Cathérine
Decide on the agency proposal for search and campaigns
Manon
Publish the HSK 3.0 article and the four posts around itThe exam format changes in December, so this is the moment.
Team
Name the second and third flagship productInside China is the first. Two places are still open.
Adrie
New logo, as soon as the route is chosen
Blocked
Three things cannot start
The website going liveNeeds the name and the logo.
The Google listing for RotterdamNeeds the name.
Keyword and AI visibility workNeeds the name, and a few months to pay back.
From November
What starts next
Manon
One video a month, early in the month
Manon
Push the November HSK exam registration
Team
Choose the courses and teachers for the shootInside China is set. Shoot early December, campaign from January for the February intake.
Before December
The handover is the deadline

Adrie stops in December. Whatever is not written down or handed over by then stops with him, so this is not an afterthought to the evaluation. It is the point of it.

Evaluation report

What the pilot delivered, and what should happen next year.

Hand the search and campaign work to Manon

Including the agency relationship, if the proposal goes ahead.

Write down the brand rules

So the new positioning survives without the person who made it.

Finished
Already done
Competitor scan Network analysis, 496 institutes Team survey Student survey, 45 answers Student analysis published Brand architecture written Embassy cards Chinese managers one-pager LLO Demo Day proposal approved Marketing hub live New website in test
Dropped
No longer happening
Pronunciation MasterclassThe teacher it was built around left. Star teacher focus moved to Wenjing and Tianzhao.
A Zuyd studio for filmingAll of them are closed to us. We film in our own classroom instead.