|
|
|
|
|
|
|
|
|
|
URL: http://www.city-academy.com/
|
|
Key Industries:
|
|
Business
|
|
Educational & Vocational
|
|
Entertainment & Leisure
|
|
|
Key Sectors:
|
|
e-mail marketing
|
|
Social Media
|
|
Video
|
|
|
City Academy
|
|
Brief
City Academy is a London based performing arts school offering beginner, intermediate and advanced courses in acting, singing and dancing. Before the start of each course City Academy offer a series of free taster classes providing potential students with a flavour of the course and with the aim to increase course sign ups.
Social Fuel were approached to put together a social media strategy to encourage uptake of the January 2010 free taster classes and to increase course bookings by 20% compared to the same period in January 2009.
Strategy
Through extensive research Social Fuel’s strategic planning team revealed a large volume of internet conversations surround New Year’s resolutions and more specifically relate to health, fitness and dieting during the month of January. Combined with the knowledge that people often look for new pursuits in the New Year, Social Fuel developed a strategy to include:
- Joining conversations related to New Year resolutions and seeding information on City Academy classes in relation to keeping fit, getting healthy and losing weight
- Posting relevant content on social channels to promote City Academy’s free taster classes and raise awareness about their benefit to keeping fit, getting healthy and losing weight
Execution
Social Fuel promoted and raised awareness of the free taster classes to potential students through a variety of social channels including e-marketing, viral vouchers and branded social networks including Twitter, Facebook and Flickr. The channels were used to post engaging content and to interact with potential City Academy students.
Social Fuel also joined relevant conversations on London forums and Twitter, engaging with users and subsequently seeding the taster classes.
Results
The seeding strategy was very successful with City Academy taster class bookings increasing by 300% compared to 2009. Of the students who attended free taster classes over 30% went on to sign up for a City Academy course – a 10% increase compared to client expectations.
The overall channel specific statistics include:
- Facebook becoming the fifth top referrer to the City Academy website during the month of January (from the tenth referrer)
- Twitter followers increasing by 434%
- Flickr photo view count growing by 408%
|
|
|
|
|
|
|