Goal
Attracting girls aged 3-15 years old to a free audition to one of 10 studios. Enrollment of new students to all studio branches around Saint Petersburg.
About the project
The client Anna Serova is the international master of sports, the champion of Russia and of the World Universiade in Rhythmic Gymnastics. Basically; she is the founder and manager of the studio.
- There is not just one studio. Altogether there are 10 branches in Primorsky District and partially in Vyborgsky District in Saint Petersburg, and approximately 50 groups of students (https://vk.com/serova_gs).
- The studio is only for girls aged 3-18 years old (enrollment from the age of 3 up to 15).
- Classes at the studio are organized in such a way that girls not only learn some movements, but also prepare for performances on a regular basis, organize joint events, spend their summer break in dance camps. The studio creates favorable conditions for students to feel like a team.
- As with many dance projects, the goal is to attract clients to the first free class. However, the approach is absolutely different here. 80% of schools attract clients with a free class – “Become our students, if you will like us”. This studio offers clients to apply for a free audition there – “If you will suit us, you can study in our studio”. And it’s not just a marketing ploy. The audition is really necessary for the girls to be assigned to appropriate groups. Below you can see how well it works.
Initial data
- The Instagram account with 3000 followers and regular posts. The feed doesn’r require any serious changes.
- The main source of new clients is the current students’ referrals and the studio attendance at professional events.
- Distinct seasonality, typical of all educational projects. Decline – April, May, June, July. The demand begins from the second half of August.
Work on Instagram and Facebook
Work strategies
We used 2 main approaches:
- Lead generation with an application form
- Using a quiz for the conversion goal
In the course of work it became obvious it was the quiz that attracted the highest number of target and low-priced leads. Invitation to a free audition as a bonus and the visually attractive quiz page were more effective.
Lead generation goal brought about a lot of low quality leads which had a low conversion rate.
Audiences
We tested ad setup both for different dance- and parenting-related interest categories and for the wide female audience of specific age (potentially with kids of the necessary age). The advertising campaign geography was limited to the location of the studio’s branches.
Thanks to our call-to-action ad optimization, the highest number of low-priced leads belonged to the widest female audience, narrowed down by age and geography.
Ads
On Instagram, the best results were presented by videos, they were very well shot and perfectly showed the staff professionalism. The texts contained different variations of the basic version, inserted in the dynamic creative.
The results
The main enrollment of kids to all 10 studios was concluded with the help of advertising on Instagram and Facebook.
Spent during the work $1760.
Received 385 applications for the audition
Cost per action 1760/385=$4,6.
Aside from work with the main and additional enrollments, we solve the issue of attracting experienced dancers to the main studio cast.
See Facebook Ads Manager screenshot below:
