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.
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.
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.
Since conversion is paramount, almost every page on the site leads with a prominent form.
Not sure what class to sign up for? We created a helpful quiz to guide you to the best fit.
Using IP detection we know which school is closest to you and serve you local content throughout the site.
With a location-based events aggregator, it's easy for students and parents to find School of Rock activities.
External validation is sprinkled throughout the site to set parents at ease and bolster SEO.
Although School of Rock teaches individual lessons as part of a students program we separated programs and lessons to give parents a clear sense of how their child would learn to shred (it didn't hurt the SEO either ;)
We did our best to make it crystal clear what program is right for you.
We focused on real students to help parents visualize their child rocking out.
Camps are a great way to get involved with School of Rock, we made it easier to find one and sign up.
Finding the right event near you is easy, we geo locate and show you the closest events from your three closest schools by default.
We make it easy to find the closest school, and if our IP detection is off we show a few more just in case ;)
We created an editorial style news section to highlight the prominent media coverage and feature high profile students (as well as local school news).
With hundreds of thousands of students and alumni worldwide education is in order to help expand the curriculum beyond the classroom and gain organic presence.
We curated a two-day photoshoot at the Troubadour LA and School of Rock, Venice Beach to populate the site with great photos for every setting.
With clear delineation of styles we crushed the blacks and cranked contract to 11. With our go to series of individual portraits we created a raw aesthetic.
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.
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.
