Vancouver Film School is an internationally recognized world leader in entertainment arts education, offering 13 full-time programs to thousands of students across eight campuses. They have partner offices all over the world.

/The Problem

 

Lacking integrated, cohesive inbound marketing strategy

Organization was too reliant on digital paid media and was not generating enough leads and/or traffic from organic search

Data collection/consolidation was not being used properly to nurture new and current leads (potential students)

Lack of media budget allocation management strategies for current paid media and lead gen campaigns

 

/The Action

 

After discussing previous years in details with the Executive Team, we spent the first 1.5 months fully integrating our team with VFS and interviewing each department head. Gathering detail on the problems each department was facing and understanding each of their respective priorities was essential to building out a fully integrated inbound marketing strategy for VFS.

Migrate data and strategies to an updated Google AdWords/PMM Account with better campaign and ad-group organization to maintain current lead gen efforts while improving quality score and lowering CPC.

Connect analytics, CRM and site systems to properly communicate with each other while adding a marketing automation layer with rules and triggers that properly nurture leads through the funnel.

Deep attribution model development

 

/The Results

 

A fully integrated inbound marketing strategy that had full buy-in and support from every department in the organization.

57% increase in organic traffic to the site and increase in monthly leads coming through to admissions dept. via organic search.

$120,000+ in media spend savings (YoY) from properly optimized PMM campaigns, keywords and ad groups

With a small increase in leads YoY

CRM, analytics and site systems that spoke to each other, eliminating hundreds of hours in manual data collections and consolidation and effectively doubling VFS’ leads YoY from better nurture streams and prioritizing hot vs cold leads for the entire admissions department.

This allowed the admissions team to only contact leads they know are ready to convert, saving hundreds of hours and time while eliminating the opportunity cost of not getting to priority leads fast enough.

Worked with historical data and analysts at both /Archive and VFS to develop a detailed attribution model outlining target spend, CPA/CPL and CPC needed to achieve what VFS was looking for. This allowed us to make intelligent spend decisions for regions, targets, platforms, channels, time of day, audience segments and more savings VFS thousands of dollars in unnecessary spend that alternatively would have driven vastly diminishing results.

 

/Archive has helped transform Vancouver Film School’s digital marketing program to a world-class lead generating machine. Since starting with the team at /Archive 2 years ago, they’ve vastly improved our internal digital marketing systems, CRM and marketing automation strategy allowing us to spend less and get better quality leads!

~Director of Marketing @ Vancouver Film School