Overview

Big Creative Education is one of the largest creative colleges in London, creating opportunities for over 1000 students each year. The wider BCE group encompasses brands such as Big Creative Training, Big Creative Academy, Big Creative Apprenticeships, BCE Adult Learning and more.

Services Used

Content Marketing

Paid Advertising

Digital Design

The Challenge

BCE’s PPC campaigns were poorly configured, leading to a significant waste in ad spend. The ad copy was not optimised, using irrelevant keywords and incorrect targeting parameters. When BCE asked Darwin to step in, the college’s conversion cost was close to £300 per student.

Additionally, when assessing the content strategy and output, it was clear to see that BCE was lacking in course-specific content, optimised copy and SEO-driven blog posts. This severely hampered the creative college’s chances of ranking for key search terms, minimising its chances of being found by prospective students.

Process

Darwin worked to optimise the PPC campaigns, completely refreshing copy and creative. This drove enrolment costs down from £294 per student, to £7.74, saving tens of thousands. With other campaigns, we found even greater success, driving enrolment costs to only £2.94 per conversion.

In order to build a solid foundation for search engine optimisation, we improved web load speed from 10s to 2.5s, drastically improving site usability.

Darwin overhauled the UX of key website areas to aid conversion and usability, helping BCE establish a clear and consistent brand identity with a range of new course pages, designed and developed by Darwin. We then set about establishing a content marketing strategy to increase keywords and SERP rankings.

Results