Royal College of Art

The Royal College of Art is recognised as the leading postgraduate university for art and design in the world, and is renowned for teaching and incubating innovation.

The Client

The Royal College of Art offers access to world-leading researchers, practitioners and facilities through innovative masterclasses and workshops.

The Mission

To increase signups for short courses and overall recruitment for postgraduate courses. In addition to attract, engage and build relationships with new audiences across the art, design and humanities industries.

 

Objectives

In the summer of 2018, the RCA expanded the number of short courses and summer courses they offered.

Their primary focus was to increase signups for the short courses and overall recruitment for postgraduate courses. As part of the project RCA used the ongoing support and knowledge transfer from us to attract, engage and build relationships with new audiences across the art, design and humanities industries.

Strategy

Our main goal at MintTwist was to grow the organic visibility of the RCA’s short courses and increase the number of signups.

Throughout our process, we:

  • delivered five customised workshops for the RCA’s marketing and recruitment team
  • created a technical website audit
  • highlighted technical fixes
  • discovered keyword research and optimisation
  • generated course naming strategies
  • developed highly targeted campaigns to boost applications for the less popular courses.

Workshops

We created five workshops for the RCA including On-Page SEO, an introduction to KWR, PPC, content for SEO and a reporting and analytics workshop.

The purpose of these workshops was to transfer knowledge to the marketing and recruitment team and make sure they have all the information needed to continue to work towards their targets.

Results

Four of the workshops have already been held at the university and the last workshop will be held in September. The RCA’s marketing and recruitment team now has more knowledge and information to ensure success.

In just one month, MintTwist’s keyword research has attracted more traffic to the RCA’s featured short course pages on their website.

54% increase of visits to specific short courses pages
263% increase of visits to all short courses pages