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 who had visited once, as well as those who were involved in social media. It then worked to upsell those who came to class every so often, and upsell those who frequently visited class.

Driving brand awareness is critical for the success of our strategy for SOS. Our video ads are able to generate views at extremely low cost.

The above stats are for one week in April 2019 compared to the previous weeks’, with modifications to the targeting based on insights from student surveys and prior ad performance. Notice increase in page views and decrease in CPA .

 

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.