1. Cambridge Christian School

CLIENT

• The Cambridge Christian School is a private school for ages K-12 located in the city of Tampa. 
•  The private schools in Tampa are very competitive seeking families that are seeking a nurturing, supportive environment where there is a strong sense of faith and community.
• The school year experiences cyclical times when families begin their exploratory and interview process.
• CCS was looking for a means of reaching parents that were curious to look at other competing schools in Tampa Bay.  Initially, the idea was to use mailers and post cards. 

PROBLEM

•  In order to reach the audience of curious parents that might be looking for private schools, it would have been cost prohibitive to use mailers and postcards.
• Organic website search was an opportunity however there was not enough time to establish a robust campaign that would get their name and brand relevant.
• Paid ads was an option however the school was not familiar with the correlation between PPC and conversions from clicks that would get them what they wanted.

SOLUTION

• • Need SEO met with the Headmaster, CFO, and webmaster to identify what their real needs were and what had been explored prior.  It was discovered that CCS had a reasonable budget but time was of the essence and “Open House” time for schools was upon them.
  • We introduced the notion of using Geo Fencing campaigns whereby we could utilize AI (Artificial Intelligence) to capture specific people that had entered into a targeted space.
  • The use of polygons, enabled us to draw a geographic boundary around an address or building, or space and capture movement of audiences that entered this space. 
  • This audience was then identified to receive a designed banner ad from our client that would have a landing page with conversion opportunities for phone calls or website direction.  
  • The polygons were drawn around the other competing schools in order to capture this traffic during their open house events. 
  • Our designed banner ads were shown to our captured audiences 4 times a day over the next 30 days. 
  • With targeting zone and conversion zones in place, Need SEO was able to monitor Ad performance by tracking the number of people who received an alert upon entering the targeting zone. And then measured the success of the campaign by analyzing the foot traffic or consumers who visited the physical store after seeing the advert. 
  •  18 Banner ads were active simultaneously.

 RESULTS

• The campaign budget was $1,000 over a 30 day period.
• Over 30,000 impressions were achieved.
• Nearly 400 Clicks occurred resulting in a CTR (Click Thru Rate) of 1.31%
•  Our campaigns utilized 350+ advertising sites i.e. TMZ, Buzzfeed, Weather.com, etc. 
• Enrollment for the 2019 school year was filled with high demand and new families that were introduced to the client for the first time. 
• Campaigns created a re-marketing audience that were filed to use for future times. 
• Client faculty and Administration were looking forward to expanding the next school year and adding an SEO campaign. 

Testimonials:

“Robert and his team (Need SEO) did a great job helping us target customers. They are extremely professional and we enjoyed working with them.”

KS Language Academy

Client

• The KS Language Academy is a language academy located in Tampa Bay offering language and tutoring for Spanish and English.
• They are a brick and mortar location where classes are offered in group, privates, semi-privates, and online. 
• The COVID 19 pandemic came in the beginning of 2020 and affected their business drastically.  

Problem

• With the physical classes shutdown and the spreading fears of worsening positive cases of the virus, KS was forced to close its doors to any on premise classes. 
• Although the notion of online virtual classes was the only option, it became necessary to position its infrastructure and curriculum to accommodate their online audiences. 
• KS Language Aacdemy had recently launched its website which was not optimized nor was its local presence appearing for search results versus its language competitors.

Solution

• Need SEO conducted a comprehensive onboarding session to understand KS’s processes, prior marketing initiatives, and challenges in gathering a higher student admission rate. 
• It became obvious that a combination of organic SEO and Paid Ads- PPC was needed to get KS a higher conversion rate as well as an increase in its search results for many language search terms in a competitive environment. 
• Dynamic attention was spent with the KS website in its structure, content, and SEO.  Internal and external linking was employed that boosted its search results.  
• There was a very concerted effort to address all reviews with interactive and comprehensive replies that boosted the company’s local listing impact. 
• Need SEO created an affordable Paid Ads budget and constructed the campaigns, ad groups, and ads for KS’s Google Ads business.  
• Need SEO approached the business and shifted its approach immediately to gather virtual classes for the post COVID 19 audiences that continued to have a strong demand for language learning. 
• Prior to the virtual focus, demographics within a close proximity was important and necessary however subsequently, it enabled a much broader geographic reach as virtual classes grew. 
• Through the use of search queries, it gathered the terms that audiences were seeking and consequently enabled Need SEO to employ these into ad copy, and content that increased KS’s SERP results exponentially. 

Results 

•  In spite of the COVID 19 impact, the shift in virtual classes enabled KS to continue its language curriculum and grow its student enrollment.
• Organic SERP results improved and expanded in keyword searches each month whereby the list of keywords doubled and exceeded 20 terms that competed directly with all of the major competitors on the Tampa Bay region.
• 100% of the search terms relevant to the company’s business ranked on page 1 of Google with a gradual and dramatic improvement each and every month. 
• Throughout the marketing undertaking that Need SEO engaged, the Google reviews maintained a perfect 5 star score and helped its rankings for local search.