Julia Gabriel Centre (JGC), a pioneer in speech and drama programmes in Singapore, engaged us because their previous agency did not meet their KPI of lowering their marketing cost while increasing the number of leads.
To improve their results, we used a combination of landing page optimisation, SEM and SEO.
SEM - How we managed to achieve over 100 qualified leads monthly!
Issues identified:
1. Increasing marketing costs and Cost Per Lead
2. Conversion tracking was not set up properly
3. Unable to get insights on how the campaigns were performing
4. Results were inconsistent and the marketing budget could not be allocated in an informed way
Strategies Adopted:
1. Set up conversion tracking
Added conversion tracking events to ensure accurate tracking of the leads on their website. Besides tracking just their web enquiries, we also set up call tracking to ensure that phone enquiries are accurately tracked as well.
2. Facebook Marketing
Proposed different types of ads and objectives and carried out A/B testing to find out which ad creatives and ad angles performed best. We also tested a wide range of targeting from generic interest targeting to lookalike audiences.
3. Google Search Engine Marketing
Crafted structured programme-based Google keywords to increase their visibility and reach out to more potential parents.
4. TikTok Marketing
Conceptualised and filmed trendy TikTok videos to drive brand awareness and expand our reach when finding new audiences.
Successful Results:
Through consistent A/B testing to find the perfect combination of ad creatives and targeting options, we managed to not only improve the campaign performance but also scale up the spending to achieve almost 200 overall leads per month, with over 100 of them being qualified leads!
Subsequently, we managed to achieve a 60% decrease in the cost per lead and an 87% increase in both phone and web enquiries.
On TikTok, we achieved a low Cost Per Thousand (CPM) of $3.71 while increasing awareness for their Open House campaign.
During their Open House campaign, we created a walkthrough video that was native to the platform and integrated seamlessly into viewers' feed without being too disruptive. We also used a catchy audio that was trending on TikTok to further magnify the ad's impact.
The new ad improved the CTR by 76.9% and overall, we achieved a low CPM of $3.71 for the open house campaign.
We also provided them with detailed insight on how their campaigns were performing via a real-time reporting dashboard with fully transparent performance insights of the different channels.
For the first time, they could zoom in on each advertisement and keyword that was in their campaign.
This was very meaningful to them as it addressed the problem that they previously faced of not having enough information to allocate their marketing budget.
SEO - How we increased organic traffic by 396% in 6 months!
Issues identified:
1. Low organic traffic and conversions for certain programmes (Early Learning, PlayClub, PlayNest).
2. Conversion tracking of goal completions was not set up before SEO campaigns began so the attribution of leads from different channels was unclear.
3. Unable to rank for keyword themes that Julia Gabriel Centre wanted to be found for before the SEO campaigns with VISIBILITI began.
4. Change in website design in 2020.
Strategies Adopted:
1. Targeted Keyword Research
Carried out keyword research to identify the keywords that were converting well and focused on them. Having identified the keywords, we separated them by their keyword match types to have better control of the budget. We also added negative keywords to filter out irrelevant searches on our keywords.
2. Content Optimization and Reviewing
Updating the website's content on a regular basis is part of Google's organic ranking algorithms. We also shared recommendations and strategies on improving the content on the Julia Gabriel Centre website to improve the on-page content of the website.
3. Effective Off-Page Optimization
Implemented a tailored Off-Page Optimization strategy for the Julia Gabriel website targeting important programmes pages to drive traffic and keyword ranking improvements. This grew the backlink profile of the website and sends signals to Google that the website's content is relevant, useful, and authoritative.
4. Resolving Website Accessibility and HTTP Errors Found
The health of a website is of utmost importance and one way to ensure this is through quality Technical SEO audits and fixes. Every website is different, and a Full SEO Audit gives us a tailored view of how well your website is doing in Google's eyes. It's no secret that Google loves and rewards healthy websites with good performance.
5. SEO Migration When Website Design and Server was Changed
Googlebots view your website differently when there has been a major design change. Coupled with a change in CMS, domain or URL structure, the new website could become messy and take a long time before Googlebots crawl and index the new website changes. We ensured a smooth transition to the new website design and the new website was indexed and keyword rankings improved within 2 weeks.
Successful Results:
Within 6 months during our first campaign, we were able to increase the number of organic sessions on the website from by 396% from 179 to 709 per month.
We also continued to see consistent organic traffic increases with each SEO campaign ranging between 26% to 45% for Users, New Users and Sessions.
Our keyword rankings also saw improvements with many keywords entering page 1 and in the top 5 positions - many of the keywords that are ranking well are the major programmes of Julia Gabriel Centre:
- Speech and Drama Programmes
- English Enrichment and Communication Programmes
- Playgroup (PlayClub & PlayNest) and Parent Accompanied Programmes
- Holiday Programmes
Note: Keyword terms have been omitted due to privacy and confidentiality reasons.
Our keyword rankings also saw improvements with many keywords entering page 1 and in the top 5 positions - many of the keywords that are ranking well are the major programmes of Julia Gabriel Centre:
- Speech and Drama Programmes
- English Enrichment and Communication Programmes
- Playgroup (PlayClub & PlayNest) and Parent Accompanied Programmes
- Holiday Programmes
For over 8 years, Julia Gabriel Centre & VISIBILITI continue to work closely together to bring out the best possible results and insights.
We actively work towards achieving valuable leads and website traffic and look forward to many more years of working together with Julia Gabriel Centre.
"Not only did we see immediate results, we also received a tracking system for our digital marketing campaign with real-time reporting. We were thrilled as it helped us track and measure very precisely, allowing us to place our budget wisely to maximise it."
- Winnie Ang, Head of Marketing at Julia Gabriel Centre
