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The Client: Cognita | www.cognita.com

We worked with Cognita to grow pupil numbers using an array of digital marketing techniques.

Read on to see how we did GIANT things for them.

Their work in transforming our digital paid activity and onsite SEO has made a significant difference to our business…

The Client

Launced in 2004, Cognita is a global private schools group with schools in nine countries all sharing one common purpose: “to create an inspiring world of education that builds self-belief and empowers individuals to succeed.”

With ambitious growth plans, Cognita was looking for an agency to help them enhance their digital performance.

Sleeping Giant Media were invited to be a part of a tender process, pitching against other selected agencies. The Kent-based specialist search and social marketing agency was chosen to work with Cognita moving forward.

Work began with the global schools group in July 2018.

 

The Services

Whilst working with Cognita on their digital presence, Sleeping Giant Media have provided the following services;

– Pay Per Click Advertising

– Paid Social Media Consultancy

– Search Engine Optimisation

– Data & Tracking Support

– Bespoke Digital Skills Training (provided by Giant Campus)

 

The Brief

Cognita came to Sleeping Giant Media with a clear objective in mind “to increase in pupil numbers significantly over the next 5 years” – something they wanted to achieve through working with a digital agency and concentrating their efforts on relevant platforms for their target demographic.

 

The Approach

In order to help Cognita achieve its objectives, the agency set to work straight away, combining a number of different digital marketing services.

The agency rebuilt and optimised twenty-five PPC accounts, rolling them out with consistency over two months so that they were ready to launch for a new academic year (2018-2019). An ongoing review and management of each account was conducted with a focus on driving down cost per enquiry and increase lead generation.

Top-level technical SEO audits of twenty-nine Cognita school websites were conducted, providing insights and recommended improvements that could be rolled out at scale. This also included auting the functional content and site structure of the websites.

As well as this, keyword research and audience identification were carried out to help feed into relevant and effective content ideas for the sites. This process ensures content was relevant to the right people – all useful practice to achieve the client’s objectives.

The Kent-based, SEO specialists also provided consultancy on paid social. This supported internal team members from Cognita on the delivery, set up and optimisation of existing and new paid social campaigns, as well as the creation of a Facebook strategy to help guide their ongoing approach.

To support this consultancy, the agency recommended Giant Campus, a digital skills training provider, who worked with Cognita to build a bespoke workshop on their Facebook strategy. This was delivered to school marketing managers, helping to influence consistent execution of the strategy across a large number of individual school Facebook profiles.

The paid social was conducted alongside active PPC campaigns, ensuring each overall campaign had an integrated approach across a variety of channels.

 

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The Results

%

PPC CPE reduced by YoY

%

increase in total conversions from PPC

%

Average cost per click reduced by

%

reduction in paid social CPE YoY

The work conducted by Sleeping Giant Media for Cognita has, to date, seen promising results and we are set to help them achieve their five-year objectives.

Using PPC marketing, cost per enquiry has reduced by 55% YoY – an average across all schools. As well as a 91% increase in total conversions through this marketing medium.

The work on reviewing and optimsing the accounts has also seen the average cost per click reduced by 39%.

Continued work from all parties has seen the cost per enquiry through means of paid social reduced by 70% YoY too – an average across all schools.

 

Sleeping Giant Media has made a massive impact on how Cognita plan and purchase digital activity for our 18/19 student intake and beyond. Their work in transforming our digital paid activity and onsite SEO has made a significant difference to our busienss and web estate, however, this has not been the only support. Sleeping Giant Media’s knowledge has benefited the team and schools massively through bespoke training and campaign reporting.

Dominic Chapman-Hunt | Digital Marketing Manager | Sleeping Giant Media

It has been a pleasure working with the team at Cognita to help put their strategy into action. Through the initial audit and rebuild work across a wide portfolio of schools, we have seen some encouraging and positive results from the first year of activity, with solid plans in place to grow this further over the coming year.

Kathryn Bevan | Sleeping Giant Media

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