Stagecoach Case Study
"50% response rates and very cost effective - it's the most responsive direct marketing we've ever undertaken."
David Sprigg, Joint Managing Director
About Stagecoach Theatre Arts Plc
Stagecoach Theatre Arts have been nurturing and developing young people's
potential for over 21 years. With over 700 schools worldwide and more than
40,000 students, Stagecoach is the longest running and most successful
performing arts schools network in the world. We not only deliver quality
performance arts training but ensure that each child gets the most out of
their experience by building life skills and confidence while having a lot
of fun and meeting new friends.
Overview
The Online Marketing Shop has been working with Stagecoach
Theatre Arts since October 2009. Our goal was to create a national
internet marketing campaign to generate prospective students for
schools across the entire Stagecoach network. Over 50,000 people
search for drama, dance and singing schools on the internet every
month – and our solution ensured that Stagecoach was in the right
place at the right time to make the most of this huge demand.
The Solution
The Stagecoach brand was advertised nationally across Google, Yahoo
and Bing. We designed a custom landing page for prospects that met
their needs - highly relevant information, attractively presented with
several built-in response mechanisms. Our simple school locator
ensured that demand went to the most relevant local franchisee. In
addition, requests for call-back, enrolment, prospectus and contact
details were handled in real-time.
The Results
The results have been outstanding - to quote David Sprigg,
"50%
response rates and very cost effective - it's the most responsive direct
marketing we've ever undertaken."
- 55,089 prospects landed on Stagecoach’s advert
- 14,119 prospects then continued to school micro-sites
- 4,267 prospects requested a call-back from a school
- 3,012 prospects requested school contact details
- 1,035 prospects continued to an enrolment form
- 1,663 prospects proceeded to download a prospectus
Summary: 50% of prospects responded.