SINGAPORE AMERICAN SCHOOL
How an optimization and content strategy increased traffic to admissions pages by 91%
THE CHALLENGE
Singapore American School (SAS) had earned its reputation as THE school for expat families relocating to Singapore. However, over the past few years, several well-funded schools have been opening their doors with state of the art facilities and innovative programs. These newer schools were investing heavily in online marketing which created market confusion as they positioned their brand as having a superior offer of education.
In this aggressive marketplace, competitive schools were targeted Singapore American School’s brand name as well as other key search terms, eventually dominating the first page of organic search results.
While SAS was more established, it appeared secondary, both in search and on social media.
THE STRATEGY
While SAS was, and still is, at the forefront of innovation for international and American schools, their presence did not represent them in that way.
IMPACT Marketing International created an aggressive search engine optimization (SEO) strategy, capitalizing on the school’s brand name as well as key search terms determined through extensive research of search engine queries.
We optimized all their digital platforms including the school’s website, YouTube, Twitter, Facebook and Linkedin channels.
A comprehensive content plan was developed with the SAS Communication team who then enrolled the school community to produce appropriate messaging for each channel.
THE RESULTS
Working alongside the SAS team, we were able to help change the course of the school’s ranking trajectory and within 12 months many of the their branded digital media channels appeared on page one of search results.
91%
Increase in unique views to admissions landing pages
#1
Social media channels for the school (YouTube and Facebook) began to rank on the first page of search results
38,224
The number of visits to various program pages via social media ads
714
The number of marketing qualified leads obtained from the social media campaign
