The client
The EPSA (Professional Water Rescue Team) is a training institute for professional lifeguards and the sole representatives of ILS (International Life Saving Federation) in Argentina. Their core mission is to prevent drowning through education and awareness.
Scope
- Brand Strategy
- Brand Guide
- Web Design & Development
- Creative Direction
- Content Creation
- Digital Campaigns
- Social Media Management
- Ongoing Support
Needs & context
The client had an aged and obsolete website that needed updating, their organic social media communication efforts were reactive, discontinuous and without planning, and neither was generating the necessary results to drive growth.
Being the official representatives of ILS in Argentina, the EPSA are the only ones who can issue the international lifeguard certification to work abroad. This positions them as one of the leading institutions in a space largely occupied by small neighborhood clubs and workers’ unions.
We noted they also had no formal procedures for managing their database, or a history of previous years’ student enrollment, that could provide a starting point to establish clear growth objectives.
Our approach
We set out to devise a strategy supported by three main pillars:
Finding a concept that allowed us to align every communication area (Training, Education and Sports) with the institution’s core mission (Prevention).
Elevating the quality of their messaging and their communication pieces, with the goal of positioning the EPSA as the leading institution for lifeguard training.
Focusing enrollment campaigns on their biggest differentiation point: International Certification.
The solution
We developed the concept “Live Prepared”, a lifeguard creed of sorts, evoking the need for training and preparation as the first weapon in accident prevention.
Next, we created a digital ecosystem, integrating a new responsive website with state-of-the-art analytical communication tools (Google Tag Manager, Google Analytics, Facebook Pixel) and a CRM platform (Mailchimp) that enables us to execute and monitor campaigns with precision, for the purpose of generating new leads that could be converted in a lifeguard enrollment pipeline.
Responsive website design
Responsive website renovation with detailed analytics on conversion and target audience generation for remarketing campaigns.
Marketing department
Creation, projection and development of the marketing department, accompanied by personnel training to improve on execution and professionalize the processes.
Social media management
Execution of the communications calendar according to detailed audience analysis.
Results & achievements
We designed and built a new responsive website for the EPSA and deployed a multichannel campaign on Google Ads, Instagram and Facebook Ads to promote it. This lead generation strategy was the core to the successful growth of enrollment for the 2019, 2020 and 2021 periods.
We laid out a meticulous analytics scheme to keep track of incoming traffic and conversions, which enabled us to accurately forecast future investment and results.
We also set up an automated system on a CRM platform (Mailchimp) to optimize the internal sales structure, and easily follow the evolution of leads and target audience generation for remarketing campaigns.
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