Case Study : Automotive Training Centres

Challenge

School Background:
The Automotive Training Centre (ATC) was created in 1984 and since that time, has helped thousands of graduates realize their dream of a career in the automotive field. To keep up with the ever-evolving automotive industry's training requirements, ATC constantly develops and updates its programs and curriculum.

The Challenge for Great Exposure:

Recently the school was noticing a drop in organic lead flow and they were not confident in their online presence. In-house marketing just was no't gaining any traction. In 2008, this first-rate training centre came to Great Exposure to assist with the following common issues:

They needed to:

        a) Maximize their online exposure and;
        b) Ensure their online message was hitting their target demographic.

Next page: Solution

Solution

Through a careful consideration of ATC's objectives, Great Exposure developed a two-pronged solution to increase lead flow and establish a strong, targeted web presence.

1. Micro-site for program specific Pay Per Lead campaigns marketed on all major search engines
2. Full  exposure across the our Pay Per Lead network. 

Micro-site

The Great Exposure design team took the creative reins by diverging away from the original website design and presenting a high-impact, visually-driven site. Content was focused on recruitment and all text, images and keywords were Search Engine Optimized. The micro-site included a lead form to facilitate the process of lead data retrieval. Visitors to the site simply fill out a form and the information is automatically input into ATC's database for follow-up.

Full Exposure

A detailed profile including images, program descriptions and contact info was listed across Great Exposure's extensive Pay Per Lead network, enabling site users to quickly find and contact the school. Lead info from prospective students goes directly to the school's database in real-time to enable efficient processing.

Next page: Outcome

Outcome

Through the design and employment of a micro-site and full exposure across Great Exposure's Pay Per Lead network, Automotive Training Centres is benefitting from a rejuventation in lead flow.

• ATC was able to successfully outsource their internet marketing and only pay for the quality leads generated
• Both lead flow and conversion percentage increased for each location
• Campaigns are still running a year later and delivering steady results