admiral farragut academy
CAMPAIGN DURATION: 10 MONTHS
the problem
Admiral Farragut Academy (AFA) had a weak online presence, which was causing them to get unqualified conversions. Many parents were applying to the school for the wrong reasons, and they wanted students who truly wanted to be there. Prospective students and parents also needed a clear path to access information and enroll through an integrated admissions process.
Their content was lacking organization and focus, and their rich history was not being highlighted. Many of the website pages were not SEO optimized and had unfriendly URL names and lack of semantic structure.
the solution
Our process started with research and discovery at AFA. These interviews aided the contextual design of the brand elements, history, and revealed pain points. We knew we wanted to highlight the experience of AFA and align with their mission to provide a college preparatory environment that promotes academic excellence, leadership skills, and social development. From there came our core theme for them: “Only at Farragut”. They needed a fully responsive website, fresh messaging, a modern look, email campaigns, and ability for efficient page creation.
results
In less than a month, we more than doubled AFA’s website page views. Their admissions inquiry form had a 46.3% conversion rate, with 88 entries within a month of launch. Their open rate was 325% above industry standard for email campaigns, and the new visuals (photo and aerial video) accompanying their fresh brand messaging aided in telling their story.
88
entries for their admissions inquiry form within a month of launch
“We’re so happy with our conversion rate… and qualified leads!”
Jessica Van Curen, Director of Marketing & Communications at , Admiral Farragut Academy
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