Ark had a lot of great content but lacked some of the digital expertise to fully leverage it online, which they recognised would be key in maximising the number of teacher applications.
- A lack of tracking meant that they were unclear which channels were driving applications and at what cost.
- Whilst a lot of the historical email content was fantastic, the list itself had gone cold and required re-nurturing.
- Limited resources meant efficiencies were required to maintain consistent activity across all channels.
- A lack of SEO meant that despite strong authority, the website was struggling to rank for its priority terms.
- Lengthy application forms were hampering conversion rates on the site.
The upshot of all of this was that the Ark Teacher Training team was having to work really hard each month to hit its application numbers.