Project summary

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

Utilising search engine optimisation and some targeted paid advertising, MintTwist managed to increase signups for the Executive Education short courses by making the website more visible to a relevant audience, and by creating more entry points to the site.

Our objective was to attract, engage and build relationships with new audiences across the art, design and humanities industries.

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The 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 Executive Education short courses and overall recruitment for postgraduate courses as a secondary goal. 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.

Our main objective was to achieve the University’s recruitment goals for the short courses through organic search engine optimisation and secondly with the assistance of some paid activity.

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The 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
  • conducted keyword research and optimisations
  • generated course naming strategies
  • Designed a new URL structure and provided on-site recommendations
  • developed highly targeted campaigns to boost applications for less popular courses.

Testimonial image for Royal College of Art
The work MintTwist did for Executive Education was great, we filled every course in 18-19 and the page views increased by 200%

Peter Christian

Head of Executive Education

Workshops

We created five workshops for the RCA including On-Page SEO, an introduction to keyword research, 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

With almost immediate effect, the Executive Education pages on the RCA website have seen a huge SEO visibility boost which has resulted in more than a 200% increase in pageviews.

The relevant pages have not only become easy to find and access but as a result of the new URL structure and new landing pages, the website is now easier to navigate which means users are now spending 4.2% more time on the site than they used to.

Finally, and most importantly, as a direct result of MintTwist’s work with the RCA, the Executive Education courses have seen a 300% increase in signups and every course was filled in 2018/19.

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  • +33% session time
  • -60% bounce rate
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