Aprende Health Careers Institute: Transforming a CNA School with a Digital Makeover

Overview

This case study explores how Aprende Health Careers Institute, a newly launched CNA school, successfully transformed its digital presence and educational sales process with the help of a strategic digital marketing plan. The key challenges included building a digital presence from scratch and improving lead generation.

The strategy involved content creation, website revamp, evergreen blog content, social media engagement, and paid advertising. The results were impressive, with a 58% increase in website traffic, 52% growth in unique visitors, a 25% boost in lead generation, and cost-effective lead acquisition at $11 per lead. This case study demonstrates the power of a comprehensive digital marketing approach in achieving remarkable results for educational institutions.

Problem

Aprende Health Careers Institute faced several challenges when they approached our marketing agency:

  1. Recently Launched CNA School: Aprende had just launched their Certified Nursing Assistant (CNA) school a few months ago and needed a strong digital presence to attract prospective students.

  2. Comprehensive Digital Overhaul: They required a complete digital makeover, including a new website, captivating images, engaging social media content, and effective advertisements.

  3. Educational Sales Process: Aprende aimed to create a sales process that would not only inform local, interested visitors about their CNA program but also encourage them to take action by booking a call to learn more.

Strategy

To address these challenges and elevate Aprende's online presence, we developed a strategic plan:

  1. Content Creation: We organized a half-day photo and video shoot to create a library of engaging content that would be used across their digital platforms.

  2. Website Revamp: Our team performed a complete overhaul of Aprende's website, including redesigning the homepage, program pages, about us section, FAQs, blog, and contact page to ensure a seamless user experience.

  3. Evergreen Blog Content: We authored four evergreen blog posts that addressed common questions and concerns of prospective students. These articles aimed to provide valuable information and build trust with potential learners.

  4. Social Media Engagement: We produced weekly creative content for social media platforms to increase brand awareness and test different creative approaches that could potentially perform well as advertisements.

  5. Paid Advertising: We launched targeted advertisements on meta platforms (Facebook and Instagram) to reach a wider audience and attract potential students to Aprende's CNA program.

Results

Our efforts led to remarkable results for Aprende Health Careers Institute:

  1. Increased Website Traffic: Total site visits saw a substantial 58% increase from the previous month, indicating the effectiveness of the website overhaul and engaging content.

  2. Growing Unique Visitors: The number of unique visitors to the website increased by 52%, demonstrating the success of our strategy in attracting new, interested individuals to explore Aprende's offerings.

  3. Boost in Lead Generation: Aprende experienced a 25% increase in the number of leads compared to the previous month. This surge in leads indicated that the educational content and website improvements were resonating with their target audience.

  4. Cost-Effective Lead Generation: The cost per lead (CPL) was impressively low, with each lead acquired at just $11. This cost-efficiency highlighted the effectiveness of our targeted advertising campaigns.

Aprende Health Careers Institute's transformation from a newly launched CNA school to a digitally vibrant and successful institution showcases the power of a comprehensive digital marketing strategy. Our efforts not only increased website traffic and lead generation but also provided valuable educational content to prospective students, building trust and credibility in the process.