Premier floral art training centre in Europe, The École des Fleuristes de Paris offers training in:
- CAP,
- BP,
- Brevet de Maîtrise (master craftsman certificate),
- and career change programmes.
In recent years, the profession has had to work on its appeal, because it needs well-trained staff. However, strong competition from general education has severely limited recruitment for CAP and BP vocational courses.
Since 2019, we have put in place a webmarketing strategy to promote these professions to young people and to adults changing careers, thereby generating enrolments on CAP and BP courses through messages and communication channels adapted to each target: young people aged 13 to 29, and adults beyond that age.
Which tools?
- Banners for social media
- Banners for SEA display
- A video presenting the School
For which communication channels?
- SEA: Google text and display ads
- Social ads on Facebook, Instagram and TikTok
- Pre-roll on YouTube
All our campaigns lead to landing pages optimised for conversion for each course. The purpose of the landing pages is to generate leads through the built-in contact form. Leads are sent directly to our client and trigger an automated email process designed to guide future students through enrolment.
The results?
+20% enrolments in 1 year
+66% enrolments in 2 years
