SISD: Multi-Channel Digital Strategy

Swiss International Scientific School is a premium private school located in the heart of Dubai. They are a bilingual and boarding IB school and are ranked as one of the top 100 private schools in the world.

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Brief

SISD wanted help in increasing their tour bookings to hit their ambitious admissions targets. Focus was to grow boarding enquiries in several key target markets across the world through multiple digital disciplines.

Challenges & Solutions

Goal tracking

When we took over the account, there were multiple conversions being used as primary including many low-value ones which meant the PPC account was optimising towards these, over the less frequent, but higher-value book a tour goal.

Campaign Targeting

With a focus on international boarding, the initial structure of the account meant certain markets were spending the majority of the PPC budget while other ones with higher value leads weren’t receiving a reasonable amount of the spend.

SEO

The site had recently been rebuilt and was slick in appearance but was suffering from some technical issues that were hindering performance and growth potential.

Our Approach

Our approach began with refining our conversion goals and optimising all channels towards our priority and highest-value goal of booking a school tour. We carried out a series of UX tests to understand how we could encourage users to perform our highest quality contact method on the website and set KPIs for each channel to increase this goal.

The new site already had a good core structure in terms of pages to target key terms such as ‘boarding school in dubai’ and ‘ib schools’, but these were not optimised and the user experience needed improvement. We conducted a thorough analysis of the vertical and the search volume for keywords in target markets. We then completely overhauled the content on key pages sitewide as well as testing various calls to action and page pathways to fully optimise the user journey from initial touchpoint to final conversion.

Alongside this, we restructured the PPC account with a split across core markets and high-intent keywords. This was supported by display campaigns to raise awareness of SISD as a premium private school in Dubai. We were then able to use automated bidding strategies to optimise towards our primary conversion goal at a target CPA.

Based on the success we saw with our display ads and cohesive user journey, we diversified our media mix and introduced programmatic advertising to support our other marketing activity. Within the first three months we were performing above industry benchmarks and were driving high quality traffic to the site.

Results

+0%

in book a tours

0%

addmissions target hit

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SEO traffic on core pages

Quote

“The team at Talking Stick are a godsend! Their mastery in PPC coupled with their innovative approach to platforms like Stack Adapt has not only yielded results but opened new vistas of opportunity for our school, and they are a pleasure to work with.” Alison Roberts, Head of Marketing & Admissions