British School of Brussels
Challenge
The Brief BSB are always striving to drive awareness of their facilities to those already settled in Belgium, or towards those considering or committed to expatriating across to the Brussels area. Our role at ADAO is to support with levels of awareness of the school across all channels, from organic and paid (PPC) to social media. The objective being to increase the number of enquiries or admission forms submitted through to the BSB registrations team. BSB also utilise ADAO’s creative nouse, with our design team working to a content calendar to create display ads for the third party websites BSB use to advertise through.
Solution
The ADAO Approach There are three separate areas of the school to boost awareness of, from the early childhood centre, to primary and secondary areas of the school. Importantly, our digital marketing team at ADAO is already aware of the attraction and pull of Brussels as a hub for multinationals to expatriate to, aware that Brussels is home to some of the worlds largest organisations in the European Union and NATO. This has certainly supported with audience and demographic targeting for a number of our campaigns. With paid search (PPC), the team at ADAO have been supporting visibility of BSB through the search and display networks. Understanding the split between age ranges and the split between nursery, primary and secondary; specific audience groups have been created, along with banner ads served through remarketing, specific to the landing page experience. By understanding the user journey through the website, we have tailored the marketing to support the user experience. In addition to paid advertising, our digital marketing team has worked to optimise the website organically through SEO practices across three languages, English, French and Dutch. This onpage optimisation has been supported through off page optimisation and in supporting the school through digital PR and mentions which boost awareness of the BSB brand.
Results
BSB is an outstanding case for highlighting the value of qualitative over quantitative traffic. The conversion rate on key calls to action has increased greatly over the past year after refining a number of campaigns.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.