Our objective for Water Bear was to design, create, and execute a brand-building digital strategy. Social Media platforms, built through growth hacking, enabled us to expand the reach of the business. Our approach to achieving this objective was twofold:
To deliver organic content coupled with building social proofing and trust within the music education sector. As a result, elevate Water Bear to their demographic as the authority in their market.
- Become THE Authority: Positioning ourselves as the authority in music education. We achieve this by comparing other music education establishments. This for well-informed, professional, free advice outside of the classroom. In order to do this, a weekly ‘pillar*’ video shoots is set up to help musicians on their journey. This is done with long form hacks/tips/tricks and current music industry advice. We are then able to break down the content to suit other platforms including Instagram, Facebook and YouTube.
- Building and Nurturing a Community: At a time where algorithms are stunting reach, it is more important than ever to build a community rather than an audience. We can do this by trying to bring daily value with engaging content. Additionally, we value one-to-one relationship which builds in comments and direct messages. Water Bear currently has an impressive 100% engagement rate. The means of encouraging this engagement ranges from Podcasts, Blogs, Radio Show, Interviews, Top Tips [videos], Band Opportunities, and Music Industry updates.
To take control of the digital advertising budget in addition to maximising the value of the cost. We did this by…
- Test and Deliver Ads: Test ads across several platforms. Find out the most cost efficient and effective methods in terms of cost per enquiry. Test data in addition to previous methods of delivery (extracted from our other successful campaigns). In addition, constructing an ad campaign to provide the best value for money.
- Ad Calendar Management: Utilising events and key education landmarks (eg. Clearing/Graduation). Reach the right demographic at the right time, according to consumption habits. Correspondingly, Black Rock worked with WaterBear to devise a PR calendar. This contained key events, driving traffic to the website.
Within the first six months prior to the college officially opening, Water Bear exceeded the target number of students across the entire college.