FACED WITH FLAT ENROLLMENT, ONE ARIZONA SCHOOL NEEDED
A STRATEGY TO MATCH ITS BOLD STUDENT LEADERSHIP MODEL.
WITH A UNIQUE APPROACH TO STUDENT LEADERSHIP, THIS ARIZONA NONPROFIT NEEDED TO TURN ITS VISION INTO VOLUME.
TOTAL SITE SESSIONS:
UP 81%, FROM 33,958 TO 61,657 YOY
ORGANIC SESSIONS:
UP 26%, FROM 17,650 TO 22,258 YOY
AD GRANT SESSIONS:
UP 1173%, FROM 1,522 TO 19,375 YOY
REVENUE:
62% INCREASE YEAR OVER YEAR
FROM THE COST, TO THE LONG- TERM COMMITMENT, TO THE IDEOLOGICAL ALIGNMENT, ENROLLING A TEEN IN PRIVATE SCHOOL IS A BIG DECISION FOR PARENTS AND STUDENTS. THIS KIND OF DECISION REQUIRES COMFORT AND FAMILIARITY WITH THE LEADERS AND INSTRUCTORS.
BY INTRODUCING A LOW PRICE POINT SUMMER CAMP PROGRAMWHERE KIDS CAN MEET INSTRUCTORS OF THE SCHOOL AND FAMILIARIZE THEMSELVES WITH THE APPROACH TO TEACHING, WE WERE ABLE TO ENGAGE AND NURTURE INTERESTED PARTIES WITHOUT A YEAR-LONG COMMITMENT OR A $20K+ TUITION FEE.
THIS CHANGE TO THE FUNNEL ALLOWED US TO PROMOTE AN OFFERING CAPABLE OF GREAT VOLUME AND LOW COST/CONVERSION WITH MARKETING EFFORTS.
SINCE ORGANIC TRAFFIC VOLUME WAS INSUFFICIENT TO FILL SUMMER CAMP AND STUDENT OPENINGS IN 2023, THE TEAM SET OUT TO CREATE SEARCH ENGINE OPTIMIZED CONTENT DESIGNED TO RANK FOR HIGHLY SEARCHED TOPICS. THIS CONTENT SERVED A DUAL PURPOSE: HELPING PARENTS AND STUDENTS NAVIGATE EDUCATIONAL DECISIONS WHILE DRIVING TRAFFIC TO THE SITE.
BY SECURING TOP SEARCH POSITIONS FOR QUERIES LIKE “HOW TO PICK A COLLEGE,” “ACTIVITIES FOR PARENTS AND STUDENTS IN AZ,” AND “PROS AND CONS OF PRIVATE AND PUBLIC CHOOLS,” WE GENERATED MASS AWARENESS OF THE SCHOOL—AND, BY EXTENSION, ITS SUMMER OFFERINGS.
AFTER IMPLEMENTING WEEKLY BLOGS EARLY IN 2023, THE SCHOOL SAW A 26% INCREASE IN ORGANIC SESSIONS AND A 29% INCREASE IN DIRECT SESSIONS IN 2024.
GOOGLE AD GRANTS HAVE SPECIFIC RULES THAT MUST BE FOLLOWED—NOT JUST TO MAINTAIN ELIGIBILITY, BUT TO ACTUALLY RANK AND SERVE ADS ON TARGETED EYWORDS.
BECAUSE WE BUILT A FOUNDATION OF RELEVANT, HIGHLY SEARCHED BLOG CONTENT, WE WERE ABLE TO SIGNIFICANTLY EXPAND THE SCOPE OF THE AD ACCOUNT.
PRIOR TO OUR INVOLVEMENT, THE GRANT ACCOUNT STRUGGLED TO SPEND MORE THAN $500 PER MONTH. IN 2024, WE AVERAGED $6,566 PER MONTH IN SPEND BY RUNNING ADS TO SEO-OPTIMIZED CONTENT.
THIS SHIFT IN STRATEGY GREW PAID SEARCH TRAFFIC FROM 1,522 USERS IN 2023 TO 19,275 USERS IN 2024.
