Battersea Spanish

Digital Marketing

Battersea Spanish is an award-winning destination for all things Spanish and Latin American, based in South London. So much more than just a language school, Battersea Spanish is a cultural centre of excellence and a hive of activity. Their Spanish courses are designed for all levels of ability, from beginner through to advanced conversational, while flamenco classes take you from first steps to upper levels. As well as regular language and flamenco courses, they offer dance fitness classes, film and music nights, conversation sessions and so much more. Their on-site tapas bar is a spot not to be missed.

Where it all began

Battersea Spanish originally approached us to talk about redesigning their website (watch this space…), though the conversation quickly developed into how we could support them with their digital marketing. They challenged us to improve sales and sell out courses, while reducing spend where possible.

When we kicked off the project, we knew the Battersea Spanish team well, as we had already begun work on the website, completing the UX phase.

“We found Maya when we were looking for an agency to help us revamp our website. After a few interactions with the team, I knew I wanted to work with them for everything digital, including advertising and marketing. They just behave in a way that makes it easy to trust them."

Ben at Battersea Spanish

For the digital marketing element, we started with a review of all existing activities:

Identifying quick wins for SEO
Facilitating a brand workshop to update their tone of voice guidelines to reflect their brand as it is today
Developing a digital strategy to support their goals
Reviewing existing and potential audiences to understand ideal location, demographics, interests and lifestyle for targeting
Creating a concise and strategic digital advertising plan across appropriate campaign channels
Replacing all live digital advertising with refreshed creative and targeted messaging
Reviewing the level test (one of the main points of entry to the website) with a view to simplifying and redesigning it
Conducting a CRM and email marketing review to provide recommendations for an optimised email marketing strategy
Redesigning email templates and journeys to support an increase in sales

Staying in the loop

As a team we meet fortnightly to review all activities, tweak the plan and agree next steps for the coming weeks. It’s a fluid and effective way of working and means we are quickly able to adjust and launch campaigns, boosting spend where needed to fill a course or tackle a challenge.

Feeding back

We’re not huge fans of fussy reports that quickly go out of date, so we created a simple report in Google Data Studio that the client can access any time. Our main focus when reporting is always insight and learnings. The numbers are great, but it's essential that we understand what they mean, to learn how to improve our marketing efforts to meet our objectives. We review and present this twice a month to ensure we’re always learning, tweaking and improving.

"They’ve demonstrated a great understanding of our brand and objectives and have found simple and elegant ways to help us connect with our potential customers.

More importantly, they have helped us attract an audience who truly wants to be a part of our community and not only purchase a specific offering. We are enjoying our biggest enrolment numbers ever!”

Ben at Battersea Spanish

Results

With a 50-75% reduction from their previous ad spend, over the past 2 months we have seen:

Website users up by 38%
Paid campaigns reach over 230k people
Direct purchases from paid campaigns reach 20% of overall sales
Over 250 students sign up for Spanish courses - an increase of over 80 from last term
Battersea Spanish’s best month ever for sales in September 2021

Battersea Spanish

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