School of Rock

Launch Project
School of Rock is the largest music school in the world. With 200+ schools around the world, this revolutionary home of music education is changing the way both kids and adults learn to play.

Solutions

UX
UI
Asset Creation
Copywriting
Development
API Development

Challenge

School of Rock’s messaging needed to shift gears towards focusing on the actual decision-makers (parents), and demonstrating how children learn in a safe and engaging environment. School of Rock was also suffering from friction and drop off on the path to conversion.

Strategy

Our conversion strategy was three-fold: make it simple to convert to trial, make it a breeze to find your local school, and make it frictionless to find and purchase camps. We integrated online scheduling and optimized the local school sites to feature their individual camps, events, and instructor bios. We then reformatted the main site to automatically show you to your closest school. 

Design

We wanted to reflect School of Rock’s bold approach to teaching music through the visual design. To this end, we curated a two-day photoshoot at the Troubadour LA and School of Rock, Venice Beach, with photographer Frans Steiner. And with a key goal for the site being to drive trials and sign-ups, we made sure that the hierarchy was clear, minimalist, and intuitive with plenty of white space and bold typography.

 

 

Localization

We make it easy to find the closest school, and if our IP detection is off we show a few more just in case ;)

Details we Love

HEADER

color: #cf2435
font-family: Trump Gothic West
font-weight: Bold
text-align: left
font-size: 80 pt
line-height: 70 pt

SUB-HEADER

color: #000000
font-family: Trump Gothic West
font-weight: Bold
text-align: left
font-size: 30 pt
line-height: 40 pt

BODY

color: #000000
font-family: HK Grotesk
font-weight: Regular
text-align: left
font-size: 16 pt
line-height: 25 pt

Color Palette

Grid

Technology

School of Rock’s main KPI is lead conversion and that informed nearly every technical decision made. SEO was prioritized, and the site is highly optimized to rank highly from both a content and tech perspective. In order to maximize conversion, we auto-detect the users location and show their closest schools with as much contextual information as possible. Each school has its own custom configured CMS, and there is a Yext integration that allows Franchisees to submit updated data to every listing service.

Responsive Site

A site that adapts to look great on every screen.

SEO Optimization

Helping increase visibility of products for search results.

Smart Content Management System

Our content management platform customized for each project.

Retargeting Integration

Increasing conversion rates by serving targeted ads and bringing users back to the site.

Custom Reporting

Detailed reporting based on client specified metrics delivered ad hoc or at pre-determined intervals.

Cloudfront CDN Integration

Automatically migrating site content to Amazon's worldwide cloud distribution.

Server Based Image Optimization

Our content management system creates multiple sizes of each image to optimize user experience and create faster loading sites.

Multi Filter Search

Ability for users to search by brand, product category, and many more variables.

Real Time Search Results

Automated search completion and product preview in real time based on search queries.

Calendar Integration

To help users remember events and watch the speed tv airings we integrated with Apple calendar on iPhones.

Conclusion

Our collaboration with School of Rock led to an upward trend. SEO rankings are up, traffic is up, camp bookings are up, and the brand presence has been elevated to match the premium nature of the school. The school has seen a 44% increase in lead collection and a 200% improvement in lead-to-trial drop off. That’s music to our ears.