Case Study: The Frink School of Figurative Art & Sculpture
The Brief:
The Frink School is one of the UK's
leading independant schools for the study of figurative art.
Established in the 1990's
and run by a team of highly qualified tutors, the Frink had been online for several
years. It was however struggling to consistently attract new
students despite it's credibility as a training provider. It's
existing website lacked search engine rank and consisted of one
page with a number of pdf brochures for download.
The Advice from MRMedia Group's Web Design & Marketing experts:
We identified a number of key action points to help the Frink
School develop it's presence and brand. Amongst these were:
-
Rebrand yourselves - The school had always
called itself "The Frink", something which to an outsider could
be considered vague
and nebulous. Certainly you'd need to be in the know to know
what that meant and that meant that they could only appeal to
those who already knew them - not a plus point for increasing
new student enrolments. We advised them to broaden the name
to The Frink School of Figurative Art
& Sculpture which encapsulates what they do, and helped them
to develop a logo and identity.
-
Provide your entire course calendar in detail - rather than
continune the upload of offline optimised documents in pdf
format, we advised the Frink School of Figurative Art & Sculpture
to break it out into a fully searchable html calendar with
a detail page for each course.
- Optmise for search engines - by carefully
re-writing their copy, structuring the site in a logical manner
and providing a variety of ethical Search Engine Optimisation
techniques, we would deliver substantial performance enhancements
to their search engine results positioning (SERPs).
The Results
The web design and marketing project run by MRMedia Group on behalf
of the Frink School of Figurative Art & Sculpture took close
to a month to complete the initial phase. The Frink School of
Figurative Art & Sculpture supplied a number of images and
promotional materials which were digitalised we gave them hands
on guidance on creating important copy for their website which
they then drafted and we editted.
A standard look and feel was created including a professional
logo:
Also, the staff of the Frink School of Figurative
Art & Sculpture were naturally more predisposed to using pen
and paper than mouse and email! To simplify their computing demands,
we routed emails from the website to their mobile phones, making
reading and replying to messages as easy as typing a text message
or just simply returning a call.
Within two weeks, The Frink School of Figurative
Art & Sculpture surged to the top of the major search engines
for a wide range of targetted keywords based around their core offerings.
This was April 2005. We took a snapshot of their SERPs in May 2005
and these are included here with links to live results so you can
see with your own eyes that no trickery is at play. These are honest
search engine results.
With the advanges of larger targetted traffic, combined
with a new professional image suited to the calibre of this organisation,
better marketing copy on the website and increased ease of use
for the Frink School of Figurative Art & Sculpture's staff have
helped breathe a new lease of life into this art school. Student
numbers are increasing once more and the perception of their company
is brought in line with that which it really is - a centre of excellence
for the study of figurative art and sculpture within the UK.
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