CONCORDIA INTERNATIONAL SCHOOL SHANGHAI
How digital marketing strategies increased online admissions inquiries by 340%
THE CHALLENGE
Concordia International School serves the both the expat and local community in Shanghai and wanted to maximize their website to increase inquiries from these target audiences. They are a Christian school with the goal of capturing every single expat moving to Shanghai who desire a faith-based education for their children.
To accomplish these goals, IMPACT Marketing needed to create an aggressive, multi-continent digital strategy that would increase Concordia's ranks in paid and organic search results.
THE STRATEGY
With the launch of Concordia’s new website, IMPACT’s first priority was to fully optimize the site utilizing both on-page and technical SEO strategies. Ultimately, the goal was to ensure Concordia became (and remained) the first result in organic search. We did this by identifying the different target audiences and researching the relevant terms prospective families were using in search so we could optimize the content.
We paired the organic strategy with a robust paid search campaign with Google to capture qualified traffic and dominate search results. By targeting specific geographical areas we were able to maximize the ad spend and achieve an impressive click thru rate.
We drove traffic to to an admissions landing page with clear calls to action that directed visitors to send an inquiry, book a tour, or submit their application. These actions were meticulously tracked to measure the return on Concordia’s investment.
IMPACT’s efforts were bolstered by the Concordia team. We provided regular consultation sessions to help the admissions and marketing teams to maximize their social media presence and develop content to communicate with their current community as well as prospective families.
THE RESULTS
IMPACT Marketing leveraged these channels and maximized the ad spend to achieve Concordia's goals.
273%
Increase in organic traffic to key Admissions pages
57%
Growth in traffic
from Baidu
96%
Decrease in organic bounce rate
269%
Increase in CTR from Google Ads
