- CASE STUDY -
search engine marketing (SEM)
Our client is a nationally accredited educational institution specializing in the training and development of film and media professionals. Since their inception, they have dedicated the school to the re-imagination of the film school model, and to building a more creative educational environment. They nurture the aspiring filmmaker's aesthetic spark while providing the critical hands-on training necessary for a successful career in the film, television, and new media industries.
Read the entire case study below.
Opening Doors for Aspiring Veteran Filmmakers:
Search Engine Marketing Case Study
Industry: International Film College
Year Established: 2005
Location: San Francisco, California
Additional student enrollment
Student acquisition cost
Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting websites and increasing their visibility in search engine results pages (SERPs) through paid advertising. While SEO focuses on organic (non-paid) search results, SEM encompasses paid search advertising and other forms of search engine advertising.
The primary component of SEM is Pay-Per-Click (PPC) advertising, where advertisers bid on keywords relevant to their target audience. When users enter those keywords in search engines, the ads are displayed prominently at the top or bottom of the search results. Advertisers only pay when their ads are clicked, hence the term "pay-per-click."
A Film School sought to reach potential Veteran students for an upcoming class commencement. To address this requirement, Sonority Group was enlisted to devise and execute a search engine marketing (SEM) campaign.
The Sonority Group project:
Sonority Group effectively reached out to Veterans who had aspirations of pursuing careers in the filmmaking industry through a diverse range of marketing channels. These channels included email marketing, search marketing, and social media campaigns. The campaign achieved maximum efficiency and optimization by integrating these three channels into a unified automation workflow, yielding outstanding results.
The campaign yielded remarkable success. The efforts delivered 54 additional students with a student acquisition cost of $370.00 (approx 20% of the average cost) and revenue in the seven figures. The substantial returns exceeded expectations, demonstrating the effectiveness and profitability of the effort.
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