Page Views Boosted 60% for RSAMD Dramaworks |
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Alienation Digital has helped the Dramaworks programme at the Royal Scottish Academy of Music and Drama (RSAMD) to enhance its online footprint and increase the number of pages viewed per month by 60%.
Following consultation with the client Alienation provided in-depth competitor and keyword research, web copywriting and a managed pay-per-click campaign. The research concluded with recommendations about how the RSAMD can broaden its content, enhance search engine optimisation and provide an engaging and interactive resource for its audience.
The pay-per-click campaign drove qualified traffic to the website and raised the attendance of the summer Stagecraft course, filling the remaining 50% of places. Landing page optimisation enhanced the accessibility of the section for web visitors as well as search engines to support the PPC campaign.
Head of Dramaworks, Eona Craig said:
"Dramaworks at the Academy is a brilliant but relatively unknown quantity. The programme exists in a busy building, in a busy city and in a very busy marketplace.
"Alienation helped us understand our place in those three settings and how best to position ourselves to allow more people to know what Dramaworks at the Academy is all about.
"These results, achieved in a short space of time, have demonstrated how a simple intervention with a knowledgeable partner can have real impact."
About the Client
The Royal Scottish Academy of Music and Drama is a cosmopolitan institution, which recruits students from around 40 countries worldwide. In September 2009 it became the United Kingdom’s first conservatoire of Dance, Drama and Music, offering exciting opportunities for artistic collaboration across all of the performing arts.
The Dramaworks programme welcomes students from around the globe for short and part time courses. Research within the Academy has shown that around two thirds of customers look online first for course information. |
Online Revenue Rockets 73% for Top Hotel Chain Following Alienation Website Launch |
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Alienation Digital has implemented an Internet Marketing campaign for a leading hotel chain that has increased online revenue 73% for a suite of 35 websites.
The number of unique visitors rocketed 24% within three months of launch, and the number of room nights booked was up by an impressive 38%.
This increase in bookings and revenue is a stark contrast to the current downturn across the hotel industry: the PricewaterhouseCoopers UK Hotels Forecast predicted revenue per available room (RevPAR) to fall 12.1% overall in 2009.
Individual websites within the suite were given a boost through a combination of search engine optimisation (SEO), web copywriting and good design. For one of the hotels in the group, an intensive programme of digital
marketing work on the website led to a 40% increase in monthly unique visitors and a 50% increase in the number of pages viewed. 70% of all visitors to the website came from the search engines, illustrating the impact that good SEO has on website performance in a competitive market.
About the Client
Somerston Hotels is the owner of 33 Express by Holiday Inn, Holiday Inn Express and Hampton by Hilton hotels across the UK. Alienation Digital launched a new suite of websites in March 2009 after Somerston identified a desire to engage with its customers, highlight the benefits of its hotel properties, portray a professional online image and ultimately drive incremental revenue growth in a competitive market.
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