Client Case Study: Massage School Boosts Enrollment and Attendance with Targeted Digital Strategy
A Massage School located in Pottstown, PA had been in business for 15 years but was struggling to attract a younger audience and increase enrollment in its massage therapy program by promoting an Introduction to Massage class that was held every 8 weeks. At the same time, they wanted to attract current massage therapists to their continuing education classes without cross-targeting the two customer types.
The Massage School had a solid reputation in the community but needed better visibility online to attract a younger audience and increase enrollment in their massage therapy program. They also needed to find a way to attract current massage therapists to their continuing education classes without alienating potential students.
The Massage School engaged a digital marketing agency to develop a comprehensive digital strategy. The recommended solutions included a website re-design, a local SEO campaign, a paid search campaign, and social media marketing campaigns.
The first recommendation was to create a sleek and easy-to-use website that was optimized for targeted buyer personas. The website was designed to appeal to both potential massage therapy students and current massage therapists looking to expand their skills. The website was also designed to provide geo-targeted content and a hub and spoke content marketing strategy for both school enrollment and continuing education classes.
The second recommendation was to develop customized paid search campaigns that targeted a younger demographic and certain services. The smart bidding strategy combined with broad match keywords and remarketing ensured that the ads were reaching the right audience at the right time.
The third recommendation was to launch social media marketing campaigns that focused on key demographic 19 – 26-year-olds through heavy Facebook and Instagram advertising. The content was designed to promote massage therapy career benefits, information, and upcoming continuing education classes on their organic social media feeds.
The fourth recommendation was to add a feature that would allow potential students to request a personalized tour that worked better for them and an online application for students that were either recommended or had previously been to an intro class. This allowed me to create a full-funnel strategy to go along with the recommended methods above.
The Massage School’s digital strategy delivered impressive results. The introduction class attendance increased by 200%, quarterly school enrollment increased by 50%, and website traffic increased by 250%. The local SEO campaign resulted in increased organic reach from a 10-mile radius to now ranking in the top 3 positions throughout the Philadelphia DMA. Continuing education classes now sell out in weeks and have waiting lists up to one year out from the next class dates.
With the help of my customized digital marketing strategy, the Massage School was able to create a comprehensive digital strategy that targeted both potential massage therapy students and current massage therapists looking to expand their skills. The results speak for themselves, with significant increases in enrollment, attendance, and website traffic, demonstrating the effectiveness of a targeted digital strategy.