Company Name	Kids Passport
Target Products	Kids Passport (after-school care), Coconowa (after-school day service)
Services Provided	Optimization for conversion through SEO measures, content and video production
Purpose	Increase sign-ups for free trials
Effect	Increased visibility in search results Increased number of sign-ups

SEO Measures for English After-School Care and After-School Day Service Websites

— Can you tell us about the target of this initiative?

Mr. Koji Nishida (hereafter, Mr. Nishida):

“Kids Passport” is an English after-school care and after-school program located in Aoba Ward, Yokohama. It offers children the opportunity to learn authentic English in Japan, along with workshops and experiences in the local nature.

For 3-5 hours after school, children are immersed in an ideal English environment where speaking English becomes natural.

Kids Passport’s unique method, developed by English professionals, focuses on conversational and playful lessons rather than traditional textbook-based learning. Our “Seven Star Rule” also emphasizes moral education, fostering children’s spirit of challenge and independence.

— What kind of measures were implemented?

Mr. Nishida:

The main focus is on SEO measures, along with various related initiatives.

Originally, student recruitment relied mainly on offline methods like leaflet distribution and word-of-mouth among parents. However, due to the COVID-19 pandemic, we decided to strengthen online efforts to attract participants to our free trials.

In addition to Kids Passport, we also run an after-school day service called “Coconowa,” and we have entrusted Mass Driver with both initiatives.

Tetsuro Makino, Mass Driver Co., Ltd. (hereafter, Makino):

We have applied the effective methods used for Kids Passport, such as adding content and updating videos on their website, to Coconowa as well.

Mr. Nishida:

Both brands faced a common challenge of having good content that wasn’t being properly communicated. Although we uploaded blog posts, activity reports, and videos to each website, we couldn’t attract traffic to the sites.

With plans to open a second Kids Passport location, we decided to focus on online customer acquisition and approached Mass Driver for assistance.

Solving the Difficulty of In-House Content Creation

— How specifically did you proceed with the SEO measures?

Mr. Nishida:

Starting around July 2022, we began by asking for content creation and uploads. We then improved the website’s navigation and analyzed it to implement measures that lead to free trial sign-ups.

We also replaced images with text and revised wording to enhance the website’s overall evaluation.

After about six months, we began to see results. We currently have the highest number of student contracts for the next academic year in the past six years.

Makino:

I’m very pleased with the positive results.

Mr. Nishida:

Creating content in-house was quite challenging. It requires writing skills, content evaluation, and volume, which made it difficult for us.

Outsourcing content creation can also be limited by the resources of the provider. We chose Mass Driver to diversify production and accumulate knowledge within our group.

Increase in Contract Numbers and Price Per User

— Have there been any other changes since Mass Driver got involved?

Mr. Nishida:

Another significant change is the increase in usage days and, consequently, the price per user. Previously, most users came twice a week, but now many come three or four times a week.

Various factors contribute to this, but it seems that the concept of combining after-school care with English lessons is being effectively communicated. More parents understand that their children need substantial time to learn English.

— How did you manage to achieve such quick results, especially in content creation?

Makino:

There are many strategies, but in education, the content creator’s identity is important. We included local elements to improve search rankings.

We also avoided over-communicating. While Kids Passport’s educational content is appealing and tempting to fully describe, we prioritized creating content that broadly promoted awareness of Kids Passport.

Since mothers often search for after-school care, we focused on conveying a positive atmosphere rather than just logical information.

Mr. Nishida:

Educational philosophy and content are better explained in person rather than in detailed written content. It’s easier to convey these concepts by having people attend free trials and experience our system firsthand.

We are confident that we can compete well against local competitors, so we want people to visit and see for themselves.

Maximizing Effective Customer Acquisition and Accumulating Knowledge

— What other measures have you implemented?

Makino:

We made minor improvements, such as changing the wording and background color of the top page and adding videos to increase conversion rates. As more data accumulates, we can conduct more precise analyses.

Mr. Nishida:

I find it challenging to understand how to improve based on analytics, but Mr. Makino explains it clearly, so I trust his guidance. This knowledge is shared within our company, helping us accumulate insights. We’ve also gained some knowledge about consulting, allowing for objective evaluations in the future.

— What do you consider the most significant outcome of these efforts?

Mr. Nishida:

Previously, we aimed for “narrow and deep” customer acquisition through the website, but now we are attracting a wider audience. The key is first getting people to know us.

Mass Driver has created genuinely helpful articles for those looking for English after-school programs, resulting in high search rankings. The website introduces Kids Passport, followed by comparisons and free trials, effectively communicating our value.

Makino:

To achieve this, we focused on keeping the articles as simple and clear as possible. We always kept in mind that our main goal was to improve the top page’s search ranking.

Video Marketing, New Store LP, and Further Expectations

— What are your expectations for Mass Driver going forward?

Mr. Nishida:

We want to further spread Kids Passport’s unique methods. Using videos might be a good way to do this. The content we present in our information sessions could be effectively communicated through videos.

Kids Passport has a YouTube channel, and we aim to expand our video presence. We hope Yuka, with her perspective as a parent and YouTuber, can help us create authentic videos that convey our educational content realistically.

We’ve already asked for help with the LP for our new location and are looking forward to it.

Makino:

We’re currently planning it. We’ve improved the regional aspect of the existing website, and we can build on that foundation. We’ll continue to strive to meet your expectations!