Trendhaus - Richcon Sydney Training

Background

Richcon Advanced Training wanted to use the Internet more effectively to generate student awareness, boost enquiries and maximise enrolments. The centre had previously used a sub-page of another website to promote their courses and felt that this approach did not reach their expected sales and awareness.

Objective

Generate as many online enquiries and telephone enquiries as possible
Increase target market awareness of Richcon amongst students and its online competitors
Work within the constraints of a limited budget and timeframe

Key Insights

Extremely competitive industry (training organisations)
Majority of potential students research online for the types of courses offered by Richcon
Most training institute websites have an outdated look and feel
Richcon's USP: They are one of the only institutes offering 7 day short courses (most institutes only offer 6 month courses)

Strategy

Develop an e-campaign designed to increase traffic to the website and convert visitors into enquiries
Use attractive, high quality web design to differentiate from competitors
Use a compelling incentive for website visitors to submit their details

Solution

An integrated website and Search Engine Marketing (SEM) campaign was developed to increase consumer awareness of the new 7 day training courses
Strong calls to action were implemented on every page in order to generate as many leads as possible via email and phone
The website was being programmed in conjunction with the set-up of a Google search campaign

Results

From day 1, the website ranked No 1 on Google and attracted clients
Within 4 weeks of its launch, the website had attracted more than 800 visitors
Richcon enjoyed a 7% enquiry rate, i.e. 7% of all visitors to the website submitted an enquiry form or contacted the training centre
The centre now receives between 1-2 quality enquiries per day, ongoing

sydney-training.com.au