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The British School of Brussels (BSB) was established in 1970. The school has over 1350 students aged 1–18 years, from approximately 70 nationalities across the world.

British School of Brussels

Digital Marketing

The Brief

BSB are always striving to drive awareness of their facilities to those already settled in Belgium, or towards those considering or committed to expatriating across to the Brussels area. Our role at ADAO is to support with levels of awareness of the school across all channels, from organic and paid (PPC) to social media. The objective being to increase the number of enquiries or admission forms submitted through to the BSB registrations team.

BSB also utilise ADAO’s creative nouse, with our design team working to a content calendar to create display ads for the third party websites BSB use to advertise through.

The ADAO Approach

There are three separate areas of the school to boost awareness of, from the early childhood centre, to primary and secondary areas of the school.

Importantly, our digital marketing team at ADAO is already aware of the attraction and pull of Brussels as a hub for multinationals to expatriate to, aware that Brussels is home to some of the worlds largest organisations in the European Union and NATO. This has certainly supported with audience and demographic targeting for a number of our campaigns.

With paid search (PPC), the team at ADAO have been supporting visibility of BSB through the search and display networks. Understanding the split between age ranges and the split between nursery, primary and secondary; specific audience groups have been created, along with banner ads served through remarketing, specific to the landing page experience. By understanding the user journey through the website, we have tailored the marketing to support the user experience.

In addition to paid advertising, our digital marketing team has worked to optimise the website organically through SEO practices across three languages, English, French and Dutch. This onpage optimisation has been supported through off page optimisation and in supporting the school through digital PR and mentions which boost awareness of the BSB brand.

Conversion of British School of Brussels' website from Umbraco to Wordpress

Full Website Migration

BSB’s site was built on Umbraco, and it proved to be very difficult for them to update content, create new landing pages, and make general adjustments. ADAO have recently completed an entire migration over to WordPress CMS, with our intuitive and easy to use flexible page builder tool, allowing them to be able to quickly update literally anything on the website in a matter of clicks.

The migration was no mean feat, as the site is built with 85 pages, all in three languages (totalling over 200 pages) and 220 blog posts over each language (English, French and Dutch).

Sessions

Users

Bounce

PPC Sessions

Admissions Enquiries

Completed Application Forms

The Results So Far

BSB is an outstanding case for highlighting the value of qualitative over quantitative traffic. The conversion rate on key calls to action has increased greatly over the past year after refining a number of campaigns.