Overview
In June 2024, a Tucson, Arizona school launched its new website.It needed to promote both their music and dance programs effectively and stand out as the go-to choice for students in the area. Their ultimate goal? To become the top of mind for anyone in Tucson looking for expert music or dance education.
Alongside the new website, there are planned several promotions to boost visibility during peak seasons, especially for their dance programs, which always see a surge in interest over the summer and into the fall.
Strategy
To make sure the new website launch was a success, we hit the ground running with a paid social media campaign. Facebook ads were our primary focus, where we specifically promoted the school’s upcoming dance camps. These ads targeted local families and parents in Tucson just before the busy summer dance season.
Over the next months, we laid out a strategic plan for the fall season, promoting both music and dance lessons. These campaigns showcased the school’s quality teachers, personalized lessons, and performance opportunities.
We also made sure the website is aligned with the promotions by creating pop-up offers that matched the ads and making it easier for visitors to sign up.
On the local SEO side, we took a close look at the school’s Google Business Profile (GBP). We optimized their categories and services and updated all the information needed. Additionally, we aligned the GBP posted offers with the social media ads, so the messaging was consistent across the board.
Results
In just four months, the school saw a consistent boost in website traffic. With a strategic approach to both SEO and paid media, the school started ranking much higher in local search results, particularly for dance lessons and programs.
While much of the focus was on the paid promotions and GBP optimization, the impact on organic traffic was impressive. The streamlined Google Business Profile helped the school gain more clicks from local searches, and the promotional alignment across platforms helped in the school’s brand authority in Tucson.
