Once the location was chosen, the school was born. In May 1993 the language institute opened in Cagli to its first group of students. Now, more than 11 years later, it is still growing in its original location. The first summer there were only three German students, but since then the institute has attracted students from all over the world, including China, Japan, Korea, Australia and much of Europe.

The language institute’s main problem in getting off the ground has been that people outside of Italy have never heard of Cagli.

“The problem is that students choose the city before they choose the school,” Mansi said. Venice, Florence and Rome were tough competition for the institute.

“The problem with big cities is that once the students open their mouths, people automatically recognize they are English-speaking, even if they are speaking Italian, and start speaking to them in English,” he said. This means that students never have to use their Italian as they do in Cagli.

The institute initially advertised through brochures, printed in four languages, Italian, English, German and French. Over time it began to send the brochures to universities in Asia and Europe to tell potential students what they would be doing outside of class during their stay in Cagli. The institute also contracts with advertising agencies in Germany, Holland and Japan. However, Mansi feels that word of mouth has been the best form of advertising.

“The problem with brochures is that once a student reads it, they just throw it out. If they hear about it from someone else, they are more likely to remember it.”

The institute also maintains a Website, www.institutoatrium.com, in both English and Italian. The site, which is continually updated, provides the following information: school (curriculum), teachers, courses, prices and housing, calendar, summer session, how to reach Cagli, and contact information.

Photos by: Ben Ambrosio

Video by: Erin MacNabb

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