Challenging changes in testing times
Traditionally full boarding only, QM recently introduced a more flexible structure, which includes places for day girls and flexi-boarders as well. The goal behind the change was to increase admissions, but QM wanted some support in getting their message out there.
They knew the more familiar format would have broad appeal, yet they were mindful of potentially alienating their full-boarding audience. QM also needed to continue ranking for existing full boarding keywords whilst simultaneously becoming visible for new search terms related to day schooling.
QM had a new website built around these changes with brand messaging designed to communicate the day schooling option. Despite their strong brand, QM did not have the expertise in house to manage the site migration and needed help to ensure traffic levels to the site were healthy.
QM were also keen to ease the path from enquiry to registration by improving the micro-conversions at the top of the funnel, such as requesting a prospectus or signing up for an open day. Customarily, these were only really pushed at specific times of the year, and QM were keen to move towards a more 365-24-7 approach.
In addition to the restrictive timeframe, QM typically only utilised traditional marketing methods such as printed advertising to get their message across. They knew they were behind the times and were keen to broaden their reach by embracing new platforms like SEO and PPC.
Oh, and as if these challenges weren’t enough, they were all set against the backdrop of COVID-19, a period of uncertainty.