December 2018
Here is the story of a project that saw us engaged in the use of digital marketing in the training sector.
This time too we had the opportunity to collaborate with one of the pearls of our territory, namely the MTS Motorsport Technical School , a school dedicated to the training of racing mechanics (for cars and motorbikes) and track engineers.
digital marketing project goals
The school, founded by Eugenia Capanna, former driver and instructor, is aimed at young people between 18 and 30 years old who have a strong passion for motorsport and who want to turn it into a profession .
We were called to coordinate digital marketing activities with the aim of increasing registration requests from the web, in addition to the other channels already used by the company.
In this project our compensation was variable and linked to the objectives achieved with our support.
integration between SEO, PPC, SMA
The first strategic support consisted of consulting the client's web agency for a review of the site's main menu and for the design of the wireframe of the landing pages of the individual courses.
The aim of this first phase was to optimise the layout and content to guide as many users as possible to fill out the registration request form, using persuasive elements progressively throughout the pages.
Once this was done, our activity shifted to covering aware and latent demand , mixing different traffic sources, and in particular coordinating the Google Ads campaign (as we are Google Certified Partners ) and measuring conversions (i.e. requests for information to sign up) on a daily basis for its optimization.
This important activity was supported by four automatic sales campaigns (designed as a 3-phase funnel) via Facebook Ads for the progressive conversion of targeted audiences (saved, custom and lookalike) into subscription requests, all supported by a solid editorial plan to support the 3 months of the campaign (from August to October 2018).
results
Thanks to our support, MTS Motorsport Technical School received approximately 300 enrollment requests during the campaigns, with a subsequent conversion rate of 10% into course enrollees.
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