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Resolving digital marketing issues of International School and branding there onward

Customer Brief

It is an international school located in Pune, India. School’s mission is to provide a resource based education with global opportunities for student’s growth and development. It has facilities of education from Pre-Primary to Secondary school. Customer has existing website and also tried digital marketing with some other vendor which was not fully successful

Challenge

  1. Customer was not having any access level from existing vendor fro website activities, so it was difficult to get access from existing vendors
  2. Social media credentials (Facebook) was hacked
  3. Setting expectations on campaigning and graphics requirement

Solution

Strategy:

  1. Scratching existing website in mutual discussion with customer considering trust deficit with existing vendor
  2. Building UI rich website with better CTA interfaces (Call To Action)
  3. Improving parent engagement through organic reach
  4. Setting paid campaign for promotional as well as image building posts

 

Steps followed:

  1. Working with existing vendor to get access level and redevelopment of website
  2. As due to poor response from existing vendor, it was mutually decided with customer to scrap existing website
  3. Suitable domain name booking and developing new website
  4. Getting approval on UI rich website
  5. Search engine optimized content development
  6. Added Chat-room for instant interaction with parents/students as CTA (Call To Action) to website
  7. Blog section added to website. Counseling to teachers and admin staff of school for selecting effective topics for blogs. Teachers and parents appreciated blog section of website
  8. Working closely with PR and admin staff to set expectations from social media
  9. Parent engagement improvement in counseling session in PTMs
  10. Improved organic reach through social media posts
  11. Paid campaign set for promotional posts as well as school image building posts

 

Results

  1. New website SEO score improved by about 65% at the time of website launch compare to old website
  2. Customer satisfaction level is very high because of transparency in overall process compare to their earlier vendors
  3. Local SEO (location based) improved drastically. Google search results with local keywords improved and website starts appearing from 12th page to 1st page in search results
  4. Parent’s engagement on social media by about 350% in first four months

 

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