School of Rock

Project

School of Rock

https://www.schoolofrock.com

Services

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.

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. 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. For assets we produced a two-day photoshoot at the Troubadour LA and School of Rock, Venice Beach, with our good friend photographer Frans Steiner.

Conversion-focused
Since conversion is paramount, almost every page on the site leads with a prominent form.

Quiz
Not sure what class to sign up for? We created a helpful quiz to guide you to the best fit.

Localized
Using IP detection we know which school is closest to you and serve you local content throughout the site.

Events Near You
With a location-based events aggregator, it's easy for students and parents to find School of Rock activities.

Testimonials
External validation is sprinkled throughout the site to set parents at ease and bolster SEO.

Programs and Lessons
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 ;)

Programs content
We did our best to make it crystal clear what program is right for you.

Learn to shred
We focused on real students to help parents visualize their child rocking out.

Camps and Events
Camps are a great way to get involved with School of Rock, we made it easier to find one and sign up.

Events
Finding the right event near you is easy, we geo locate and show you the closest events from your three closest schools by default.

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. ;)

News and Resources
We created an editorial style news section to highlight the prominent media coverage and feature high profile students (as well as local school news).

News and Resources
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.

Photography
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.

Photography
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.

Global Websites
With hundreds of schools all over the globe, SOR needed a digital presence as diverse as their physical locations.

Global Websites
We created websites specific to different countries SOR has schools in around the globe, utilizing browser language detection to make it ultra user friendly.

Global Websites
With websites now available in Taiwan, Brazil, Portugal, and Brazil, SOR students and parents can find what they need easily, in the language most familiar to them.

Global Websites

All international sites have the same information and functionality that is accessible as the original Schoolofrock.com, making for a seamless transition between languages.

Details We Love

Gallery 1

Color

Grid

Technologies

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.

01Responsive Website
A site that adapts to look great on every screen.
02SEO Optimization
Helping increase visibility of products for search results.
03Smart Content Management System
Our content management platform customized for each project.
04Retargeting Integration
Increasing conversion rates by serving targeted ads and bringing users back to the site.
05Custom Reporting
Detailed reporting based on client specified metrics delivered ad hoc or at pre-determined intervals.
06Cloudfront CDN Integration
Automatically migrating site content to Amazon's worldwide cloud distribution.
07Server Based Image Optimization
Our content management system creates multiple sizes of each image to optimize user experience and create faster loading sites.
08Multi Filter Search
Ability for users to search by brand, product category, and many more variables.
09Real Time Search Results
Automated search completion and product preview in real time based on search queries.
10Calendar 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.

One more thing.

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