Arab International Academy (AIA), an international IB school in Doha, Qatar, seeks to establish a high-level private school that provides a challenging international education. Their goal was to create and maintain a strong online reputation that raises awareness about the prestigious education at AIA, ultimately generating the most qualified leads across the country.
CREATING A MARKETING BREAKTHROUGH AIMED TO ESTABLISH A REPUTABLE ONLINE BRAND
- Penetrating a highly competitive market in a low density population
- Targeting quality leads positioned in a niche market
- Standing out during high seasons
SEARCH ENGINE & WEBSITE OPTIMIZATION
GUIDING THE PROSPECTS TO A BRIGHTER FUTURE
We mapped out the customer journey as well as the points of contact between the school and the customers. At the first stage, we reached out to targeted parents who fit our ideal persona (i.e age, income, location, interest), multiplying the number of times our content is seen online (impressions). The goal here was to create awareness about the school’s quality education through performance and social media marketing. We used enticing visuals on the school’s social media platforms while simultaneously supporting our social media efforts with paid advertising.
By creating value-driven content, we generated a huge amount of traffic towards the school’s website, which marks the second stage of our funnel. People who clicked on our ads and content and have landed on AIA’s website were considered as interested potential customers who are worth marketing to. Our efforts here were focused on reinforcing our previous messages, giving the parents a more thorough look into the school’s well-rounded IB education, its modern facilities, and its vibrant educational environment.
Our prospective leads moved further along the lead generation process by booking a visit to the campus through a lead capture form on an optimized landing page, which leads to the next stage of the funnel (i.e “action” stage). The form provided us with relevant profile elements that allowed us to determine whether this particular contact fits our ideal lead. Once done, the viable contacts are marked as marketing qualified leads and are then passed to the nurturing process.
STARTING WHERE PEOPLE LOOK FIRST
We analyzed the content of the website to optimize the ads with the most suitable keywords, ultimately ranking on the first page of Google’s search results. Google ads allowed AIA to gain notable visibility in the fastest way possible. With the competition being really high, google ads were a golden opportunity to appear in front of the right people at the exact time they were searching for industry related keywords. This was particularly beneficial in the awareness stage and gave AIA a clear competitive edge during the remarketing phase.
Wikipedia tends to rank high in search engines thus acquiring a relatively high amount of traffic. Google, as well as many other sources, gives a lot of weight to Wikipedia and actually uses a lot of its data. We researched and created the right content for AIA’s Wikipedia page that portrays the best and most accurate image of the school. The new structured AIA Wikipedia page is one of the primary sources of information about the school and supplies the relevant information displayed in the knowledge graph of the Google search page.
GOOGLE MY BUSINESS
Creating and optimizing AIA’s Google My Business (GMB) was a key pillar in our strategy. Maximizing the school’s visibility helped customers find the school’s physical location and contact information. AIA’s GMB displays useful information about important business updates (such as operation hours, busy periods, holidays, photos,etc.) which makes it another credible communication channel directly managed by the school. Moreover, clients were encouraged to leave their reviews, which was great way to connect with AIA’s audience.
A FULLY INTEGRATED SOCIAL MEDIA STRATEGY
Also responsible for the social media management of all AIA’s accounts, our performance and social media teams worked hand in hand to deliver a consistent, clear message about the school throughout the various platforms. We do not consider social media as a freestanding tactic, instead we made sure to constructively integrate it in our marketing activities. While lead generation campaigns are an effective way to yield measurable results, paired with social media efforts the impact got multiplied. Their synergy reached the prospects on a higher level as they developed a loyal connection with AIA. The key was to achieve communication consistency across the internet, thus painting a bigger, better, stronger picture of one of Doha’s leading IB schools!
RAISING AWARENESS WITH THE RIGHT CREATIVES
AIA’s social media platforms were effective channel to reach out to the target audience where they spend time the most. Using creatives that are informative and eye-catching, this strategy enabled our team to attract the prospects who will be processed into our carefully calculated funnel, extracting the most qualified leads.
Arab International Academy was founded in Doha, Qatar, in 2016 with the goal of establishing a high-level private international school that provides a challenging and well-rounded international educational experience. AIA is an International Baccalaureate (IB) World School for the Diploma Programme (DP) and Middle Years Programme (MYP), and also a candidate school for the IB Primary Years Programme (PYP).