case study
website
Who
What
Corporate website rebuild
How
In Toto Ed is a new, national alternative provision with campuses in Cambridge, Peterborough and Blackheath, south east London.
They offer students an alternative to mainstream college and teach in small groups with experienced, supportive staff who are trained to understand some of the challenges their students face who are often dealing with SEN including ADHD, ASD, dyslexia, emotional support needs or suffering from anxiety, mental health issues and physical disabilities.
In Toto Ed were looking for a new website and digital management in order to relaunch their brand to three different local communities at the same time using a single, well designed, coherent website that employed the use of data capture and CRM as part of their self-referral processes and comms systems.
Their website required a complete rebuild with an entirely new library of campus, staff and student photography as well as fresh video and written content. They needed to be able to provide information on and facilitate enquiries regarding each of their three campuses as well as provide access to their Student Learning Environment.
Outcomes
After providing a clear proof of concept using demo photography on both 35mm film and DSLR as well as building a demo homepage in UAT, we created a service level agreement [SLA] for a website build, content creation and digital management to cover a multi phase project over the following months.
We went on to build In toto Ed a brand new website that, from an aesthetic perspective, leant heavily on high-end, glossy photography and employed both a self referral and CRM facility.
We visited all three of their campuses several times and familiarised ourselves with the buildings, facilities, teachers, staff and students and built up a library of high-end, categorised photography for use on their website and social media channels.
We went live with the website on the first day of the academic year at a staff INSET day so that teachers and staff could engage proactively with the school's new website launch and its presence in its local communities and during the first few months we supported with initial enquiries and CRM management and set up specific points of contact for particular queries within the school across the three campuses.
We also helped to establish In Toto Ed within local community sub groups such as parents, adult carers, caseworkers and social workers using their persona mapping as a guide to help us focus on their specific target audiences. We provided copywriting services and supported the regular publishing of blog/editorial content that they leveraged to engage with the local communities as well as the contacts on their mailing list.
We also supported with ad hoc website updates including recruitment drivers as well as providing reporting and insight across social and web channels.
Our regular reporting showed that, due to our best practice methods, the website's organic SEO was strong and attracted a significant proportion of its traffic from organic search on search engine platforms such as Google, Bing and Yahoo. Reporting also showed that our traffic sources were also coming from the desired national geo-locations.
In Toto Ed's website continues to be used to attract new students, initiate the on-boarding process, stay in touch with its community and provide access to online student learning resources.