Raffles Design Institute
At A Glance
35%
65%
Client Testimonial
International College
Backstory
Backstory
Raffles’ curriculum and pedagogy are centered around delivering a holistic education that is industry-focused and relevant.
With their best-in-class lecturers providing a personalized learning experience, Raffles Design Institute creates a conducive learning environment to ignite students’ creativity and empowers them to innovate, setting them on the path to success.
Challenge
Challenge
Before Brew Interactive came into the picture, Raffles’ marketing team was relying on the traditional methods of lead generation which predominantly included word-of-mouth referrals and participating in fairs.
While organizing events and participating in fairs was a way to get their courses across to prospective students, it was a time-consuming and costly affair that delivered a very poor return on investment.
After seeing the dismal results and low quality of leads being generated, Raffles Design Institute decided it was time to shift gears. In order to grow, they needed to adopt modern practices and leverage their digital channels to reach prospective students and boost lead generation.
They felt the need to get a specialized digital marketing agency on board – and that’s when they reached out to us at Brew Interactive.
Solution
bachelor programmes.
Before devising a strategy, we spent quality time speaking to the team, understanding their business, offerings, objective, audience, and challenges. We conducted a thorough audit of their content assets, social media platforms, and website.
Based on the data we gathered from the team and through the website traffic, we created buyer personas of their ideal student.
The target audience for this particular campaign (promoting their Bachelor programmes) was identified to be young, budding designers in the 16-22-year-old age bracket who were just out of high school (or in their final year) and were interested in arts and design.
Enrolling in a higher degree like a Bachelor’s or Master’s programmme is a difficult decision to make. Students do comprehensive research on the college and want to gather as much information before they
decide to enroll.
Due to this, our strategy was focussed on delivering value and educating prospects about what Raffles Design Institute’s bachelor programme has to offer. This was teamed with leveraging digital channels to amplify this message and reach prospective students where they are.
To generate high-quality leads, we had to come up with an enticing offer that would compel prospects to fill the form and share their details.
We decided to launch a downloadable informative brochure which was meant to educate prospects about the bachelor programme and was created in line with the buyer personas.
Through this lead generating offer, we wanted to pique people’s interest and acquire marketing qualified leads to take them further down the sales funnel.
Creating the landing pages was just half the work done – we had to then find the right advertising channels to promote it.
With the objective to drive traffic to the landing page, we identified Google Display and Facebook as the prime advertising channels to reach the target audience.
We ran link ads on Facebook which had the link to the landing page.
Prospects were targeted based on demographics, location, and interests. We even created custom audiences to target past website visitors and created lookalike audiences to target prospects who shared similar characteristics to Raffles’ existing audience.
In addition to Facebook ads, we utilized the Google Display network to run responsive banner ads. We wanted the ads to be showcased across a wide network of websites and apps that were frequented by potential students.
We particularly selected this channel owing to its precise targeting capabilities, and leveraged topic, interest, and contextual targeting to reach prospects.
Results
There was a significant improvement in the quality of leads too. Our campaigns attracted highly qualified leads who were most likely to convert and that was reflected in the 35% increase in conversion rates.
The primary goal for any college/university is to get a steady lead flow and increase student enrollments. With our revamped marketing strategy, the right use of data and smart channel selection, we were able to help the Raffles Design Institute get closer to this goal.
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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