Marketing To Schools

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Marketing To Schools

Getting Infront Of Decision Makers

Schoolscapes are one of the leading providers of outdoor play spaces in the UK and have specialised in schools and nurseries over the past 25 years with over 17,000 playground designs and installations. Steve was at the forefront of the Schoolscapes strategy as Head of Marketing for 8 years and instrumental in increasing yearly turnover from £1.8 million to £4.3 million within 5 years.

Steve delivered a strategy that saw the websites domain authority (DA) grow to a hight of 47DA. Now, this is a really important number as Google use this to rank your relevance and quality for search terms. Most competition in the playground market average a 30DA so have to spend more in other areas to generate quality leads like pay per click and social marketing.

MOZ Schoolscapes Report

The Brief

To develop a new website with quote building functionality allowing teachers to create their own dream playground. A full-scale digital marketing plan to increase quality leads and market share.

The Tasks

  • Website design & development
  • Concept building and delivery of both frontend and backend CMS guided by feedback sessions and testing
  • Content creation
  • Generating topic ideas that are relevant to multiple core customer personas, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format.
  • Organic search campaign (SEO)
  • Organic or natural search, refers to unpaid search results. In contrast to paid search results (pay-per-click advertising), which are populated via an auction system, organic search results are based on relevance to the user's search query, links and domain authority and other organic ranking factors.
  • Paid advertising management (PPC)
  • Pay-per-click (PPC) is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.
  • Website audit & User Experience (UX) improvements (CRO)
  • Pinpoint less-than-perfect areas of content and functionality, revealing which parts of a site are causing headaches for users and obstructing conversions.
  • Website & lead tracking
  • Tracking activity of users on a website to learn from their behaviour and make improvements for future conversions and see the success of marketing campaigns.
  • Social marketing
  • Marketing on social platforms is a must if you’re looking to reach a new, targeted audience and influnece—fast.
  • Email campaign strategy and delivery
  • A series of emails designed to increase leads and interaction from the core and targeted marketing lists. Used to persuade Headteachers and teaching staff to engage with the Schoolscapes. Email campaigns are an important part of inbound marketing.

SEO & Content campaigns

Creating knowledgeable and informative content saw the organic traffic bounce rate drop to 11.84% (Q1 2019) from 24% (Q1 2018) which is amazing. These results show that creating great content with a well-executed CTA can really increase trust and quality leads. Getting all the on-page and off-page SEO nailed is essential.

GT Metrix Schoolscapes Report

Paid advertising campaigns

Pay-per-click (PPC) and social advertising allow marketing campaigns to span across multiple platforms and allow consumers to digest in many different was. All these tools thrown into the marketing mixing pot allow for 50 to 100 quality leads a week.

Schoolscapes were awarded for Best Digital Marketing for and incresed ROI of 350% by Cornwall Business Awards

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