Aiki Martial Arts Institute
Local nonprofit organization goes from closing the doors to 1600% ROAS in three months
Overview
Aiki Martial Arts Institute is a nonprofit organization that has been serving the community for over 20 years by providing education on Self Defense, Aikido theory, Hatha Yoga and other services.
Due to the pandemic in 2019, the organization faced significant decline in student enrollment and was only a few months away from closing.
Challenges
The business lacked a functional website, hindering the sales process to acquire new students. Furthermore, the main service offered – “Aikido” had a poor online reputation making it challenging to attract new prospects.
The client had to overcome various challenges such as a decline in student enrollment, a non-functional website and lack of a sales process to acquire new students.
Finally it was challenging to apply a system that worked smoothly with a nonprofit organization where everyone is a volunteer.
Solution / Strategy
To overcome these challenges, the first solution was to understand the business structure and build out a website that educates viewers on the benefits of Aikido.
Brainstorming sessions were held with the members of the organization to construct a message that could appeal to a wider audience.
Instead of using traditional language like “self defense” and “workout”, the focus shifted to “increased balance and flexibility” “expert instruction” and emphasizing their 20 plus years of experience.
The sales process was also improved by offering a free introduction, and a five week starter course to vet candidates and allow students to experience the school fully.
A new website was developed to encourage users to submit a request for a free introduction and staff was educated on how to deal with new customers and upgrade them to the five week course.
Finally Google ads were used to attract prospects to the new website with a budget of only $5 a day.
Results
Within three (3) months the non profit organization achieved a 1600% ROAS (return on ad spend).
The organization enrolled more than six (6) full time students and expanded their curriculum to accommodate the new volume of students. The new website and sales process helped attract new students and the improved messaging and sales process helped overcome the negative online reputation of Aikido.
To this day the organization continues to enroll new students and has even branched out into more curriculums.
Conclusion
In conclusion, this case study shows how Google ads can help any business or industry generate qualified leads and automate the lead process online.
With the right strategy, position, and some creativity anyone can achieve their business goals and expand their business!