koru pacific packaging website mockup

Chall
enge

Launch Date: July 2017

W Academy of Salon + Spa is a nationally accredited beauty school located in Danville, CA. They offer both cosmetology and esthetician programs designed to turn aspiring aspiring hair, skin and makeup artists into working professionals with long, profitable careers in the salon and spa industry.

The heart of the problem was that the school’s previous site was generating very little in the way of leads. They had reasonably decent traffic volume, but they simply weren’t converting any of that traffic to leads, nor did they have any methods in place to track that.

The school was instead relying on paid leads from various 3rd party sources, most of which were of the “tire kicker” variety. Their remaining inquiries were coming from referrals and other word-of-mouth avenues, which had better close rates but not enough volume to support their capacity and growth objectives.

Simply put, the Academy had enrollment spots to fill and their current lead pipeline wasn’t large enough, or of high enough quality, to get the job done.

Simply put, the Academy had enrollment spots to fill and their current lead pipeline wasn’t large enough, or of high enough quality, to get the job done.

Approach:

Like any inbound marketing project, we started by developing a series of detailed ‘buyer personas’ that would be used for all future content initiatives. We conducted deep dive keyword analysis and ran a number of interviews with students at the school to zero in on what was actually important. We defined our content strategy and then rebuilt all of the core content.

We wrapped that content in an attractive, mobile-first design (75% of their traffic was from mobile)

We integrated the Hubspot marketing automation platform and then got to work building out the funnel - a series of cold and warm lead content, landing pages, calls-to-action, lead scoring and automated email workflows. We got their team comfortable using the CRM platform - an enormously successful replacement to their previous adhoc process.

We split our initial monthly budget between organic SEO work, Adwords/paid social media and a few premium content pieces to build immediate traffic while giving us the foundation for longer-term organic results.

Branding:

The school operates a stand-alone salon and spa - an opportunity for their senior students to gain hands-on experience. In addition to building out separate content and appointment booking functionality for the salon, we also build out some light branding. Longer-term, we'll likely build this out as a stand-alone site.

Photography, Video & Graphic Design

Over the course of the last year, I've run multiple photography and video sessions in support of the original site design and more recently, to compliment specific content pieces.

Video

Still Photography

The
Res
ults

W Academy website mockup