Stepping up Seen on Screen’s Class Attendance with Facebook and Instagram Ads

Executive Summary

Seen on Screen Dance is a London-based dance school that promotes healthy body image and peak physical fitness by giving women the opportunity to dance to today’s most popular songs in a relaxed, judgement-free environment. Seen on Screen wanted to increase new students in class and encourage students who had tried a class to return, particularly as competition from other gyms and adult dance studios grew in London.

Careful Feet Digital offered PPC strategy and execution services to improve enrollments for both new and returning SOS students.

Facebook and Instagram PPC campaigns targeted to new and returning students, offering a mixture of class and workshop promotions. Profits from marketing activities have exceeded £4,500 per month, with month-on-month new student growth of up to 30% and student retention rates topping 60%.

We wanted to reach new students and get them to keep coming back, and Khaleelah helped us with this. We are so pleased with the results.”

Challenges

Seen on Screen was having difficulty reaching new students in cost-effective ways. It had a good flow of new students through word of mouth, and there were spikes around PR activity, but there was no way to consistently support company and profit growth.

Further, many students came once and never returned. The best way SOS could engage with these one-off visitors was through emails inviting them back.

Seen on Screen also used social media, particularly Instagram, to promote its overall brand and its class schedule, but found it difficult to attribute any class attendance to social media activities.

How Careful Feet Digital Helped

Careful Feet Digital created a PPC strategy that targeted those highly likely to attend SOS classes. It then targeted those in and around London who had visited once, as well as those who engaged with SOS on social media, and were thus interested and engaged in SOS content.

In March 2019, one of our campaigns, which cost only £110, generated 906 leads and 123 conversions, meaning leads were £.12 and their value was £20, for a ROAS of 2000%.

PPC Case Study Increasing Class Attendance with Facebook and Instagram Ads

Seen on Screen teaches the UK’s leading dance classes, taught by the celebrity instructors who work with the stars. Seen on Screen has studios in and around the London metropolitan area, and also offers training courses around the UK for dancers aspiring to teach SOS-approved courses at their local gym or leisure centre.