The Beauty Institute - Schwarzkopf Professional

Build premium website & mobile site, and optimize SEO/SEM campaigns to acquire student applications online for premium beauty school chain

OVERVIEW

The Beauty Institute - Schwarzkopf Professional, formerly known as Toni & Guy (TGhair) Academy, is the premium global beauty school franchise. The Beauty Institute operates 4 beauty schools across Pennsylvania in Philadelphia, Allentown, Ambler and Stroudsburg. 
 
The Beauty Institute gets hundreds of students online, and digital performance is critical for the business. 

CHALLENGES

The academy's Wordpress website was outdated and not configured properly for multi-location Web operation. The mobile version was running independently using DudaMobile, which is not advanced enough for the acadamy growth. Besides, the lead-generation tracking was not setup correctly, making it hard to measure the performance of each digital channel. 

The rebranding process from "Toni & Guy Academy" to "Schwarzkopf Professional" also had a high risk and potential to create a huge impact on the business.

So CB/I Digital was hired to handle the rebranding and website upgrades, and manage PPC campaigns to drive prospective students online.

SOLUTION & RESULTS

CB/I Digital has been doing website development and digital marketing with The Beauty Institute for several years. First, we re-configured the lead tracking for 20+ lead forms to monitor the peformance of each form and landing page. 
We wrote codes to automatically send leads from various sources directly to Velocify Lead Management through APIs.
 
CB/I replaced the Dudamobile platform with a premium mobile website that delivers a much better mobile experience for users and the new mobile site is driving a lot of student applications.
 
CB/I sucessfully relaunched the new The Beauty Insitute website using Wordpress multi-site source that allows the academy to easily handle its multiple locations and expansion in the future. We did a deep SEO relaunch so the rebranding process does not hurt organic rankings and traffic.
 
Currently, CB/I is managing and optimizing the SEM campaigns (with Google Adwords and Bing) to drive students for The Beauty Institute, and helped reduce the cost-per-lead remarkably within a month refining the campaigns.
 

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CB/I Digital 401 Park Ave South, 10th floor New York, NY 10016 (646) 688-4899