Nanyang Polytechnic
Client Story
About NYP School of Engineering
Founded in 1992, Nanyang Polytechnic (NYP) is a Singapore institution of higher learning offering quality education and training through more than 35 full-time diploma courses and common entry programmes.
Their School of Engineering offers a number of full time diploma courses as well as lifelong learning courses.
About NYP School of Engineering
Founded in 1992, Nanyang Polytechnic (NYP) is a Singapore institution of higher learning offering quality education and training through more than 35 full-time diploma courses and common entry programmes.
Their School of Engineering offers a number of full time diploma courses as well as lifelong learning courses.
The Challenges
NYP is one of the most prestigious engineering schools in Singapore.
As competition has increased, NYP has taken to social media to keep up. But their management and marketing teams have struggled to engage and maintain their audience.
With minimal expertise in social media and digital marketing, they approached Brew to assess their current efforts and help them chart a roadmap forward that would help them better engage their audience, beat out their competitors, and continue to grow.
Social Media Audit
We didn’t simply spend a few hours browsing their social media channels. Our team conducted a three month audit where we meticulously examined their social media efforts, analyzed the competition, interviewed current students, and researched their industry for a comprehensive audit with recommendations and practical action steps.
Audience Persona Research
We couldn’t begin to audit their social media efforts without knowing who they were trying to reach.
So we conducted interviews with many of NYP’s current students to put together a profile that detailed where they go for information on schools, who they seek out for advice, what they think of NYP’s marketing efforts, the top factors that affected their decision, and much more.
Capability Assessment
Next, we evaluated all of NYP’s current digital marketing efforts with a special focus on social media, analyzing what is currently being done, what’s working, and what’s not working.
We identified a few aspects where they were strong, as well as a few areas that needed improvement and refining.
In-Depth Competitor Research
We conducted in-depth competitor analysis on 5 of NYP’s biggest national competitors. We analyzed what platforms they were active on, their follower counts, rate of posting across channels, average engagement per post, and more.
In addition, we performed a qualitative assessment of each platform, noting trends across the market and identifying gaps for NYP to take advantage of.
Page & Recent Post Audit
We audited NYP’s Facebook page and extracted their best performing post over the last 12 months. We identified aspects of these posts that worked well and resonated with their audience to help guide and inform future posts, pillars, timing, and creatives.
Social Media Audit Summary & Findings
We succinctly combined and summarized all of our insights and gaps in the market. We highlighted the most important platforms that needed improvement and helped them identify the platforms that they shouldn’t spend resources on.
Big Picture Recommendations
Before diving into the practical, we outlined big picture strategy recommendations for NYP to adopt.
We put together a detailed SWOT analysis to give them an overview that would guide them in the near future, we outlined the biggest areas where they need improvement, we recommended three content pillars, we provided guidance on visual content, recommended some new channels, and much more.
Practical Action Steps
We knew the overall strategy would be helpful, but we wanted to provide NYP detailed, easy-to-follow steps to improve their social media strategy. We outlined five key steps for them and provided ample detail to help them make significant progress on their own.
We also pinpointed a few additional marketing channels and tactics we felt could improve their overall online presence.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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