How to do online marketing for educational institutions? The case study on Vancouver Institute of Media Arts (VanArts)
VanArts Expectations from Online Marketing initiative
Vanarts wanted to give new look to their website and that will help in acquiring new students, that will result in the increase in enrollment of students in the course.
They wished to highlight the best about their business; detailed information about the faculty and their work, amazing feedback from past students about the program, focus on career opportunities and career options and overall exit value of the program. Creating a more impactful presence in securing local leads.
What was done?
The website was given a fresh look and feel, and major emphasis was on the UX & UI (user experience & User Interface) & mobility (i.e. making the website responsive, as almost 80% of the visitors on the website were coming from Mobile devices, Data was captured from Google analytics)
Each course content was given a better structure and highlighting the students work prominently.
Utmost care was taken in migrating the website, keeping in mind the Page authority & domain authority is not lost during the process. Also, a fresh strategy was defined for SEO, putting relevant Tracking code using Google tracking manager & other social media elements and conversion pixel codes on the website
Lead Acquisition Challenge
The major challenge was to get lower CPA & CPC cost than expected in local markets, competing against Vancouver Film School and the Art Institute. While search campaigns targeting India performed especially well, VanArts wanted to also increase applications from local students due to immigration issues with international students. To focus on reaching potential students in BC and Alberta, remarketing list search ads (RLSA), as well as local remarketing display banners were done. In addition, also did a custom content piece on The Daily Hive, a native advertising format which garnered great results.
In terms of Analytics, implemented a strategy and performed a restructure of the whole account. Prior to engagement, the Analytics setup was only tracking total leads and total applications at a very high level. custom reports were created to monitor progress throughout the enrollment year and pinpoint opportunities.
Outcomes & KPI’s defined for this
VanArts got a new website and fresh leads to accompany it; year-over-year, leads increased nearly 60%, and they spent more time on the site due to streamlined, informative content. Custom Analytics provide valuable intel for continually optimizing conversion points.
- Total leads: 60% YOY increase
- Total applications: 25% YOY increase
- Average time on site: 2:30 (vs. 2:13)
- Average pages/session: 2.51 (vs. 2.29)