School of Rock Leverages the Yext Knowledge Engine to Engage Local Audiences and Develop the Next Generation of Musicians
«Yext tiene visión y valores para crecer con el negocio expansivo de School of Rock, lo que hace que no haya que ser un genio para entender nuestra asociación con Yext. Los negocios van sobre relaciones, personas y valores y, como empresa tecnológica, Yext ha superado mis expectativas en todos los aspectos.»
An education and entertainment company with over 180 franchise locations, School of Rock offers a unique performance-based approach to music instruction. Its students get to perform live at true rock shows in authentic and legendary music venues worldwide, as well as at popular music festivals such as Lollapalooza and Austin City Limits. School of Rock runs 2,500 shows each year and employs 3,000 musicians as teachers and music directors in its schools. "We are a significant employer of artists in the United States," notes Dzana Homan, CEO. As an international brand, School of Rock leverages the Yext platform to keep its people and parts connected and harmonized. "Whether it’s our parents, or families, or artist-teachers, everybody in our network is hyper-astute when it comes to technology – they are constantly aware, plugged in, and active," explains Homan.
"Como empresa de entretenimiento, nos dedicamos a nuestras comunidades locales, regionales, nacionales e internacionales. Nos relacionamos con ellos para crear eventos increíbles con niños y artistas," dice Homan. Mientras que School of Rock es la dueña de la marca, son sus franquiciados los que hacen que sea un éxito. "Como empresa de franquicias presente en 32 estados y 9 países, la tecnología es la espina dorsal, fundamental para ayudarnos a permanecer conectados, comunicarnos eficientemente y ser fieles a nuestra misión," explica Homan. En el mundo actual hiperconectado, el foco de atención principal está en el móvil. Homan apunta: "El 67 % de los visitantes a nuestra página utilizan un dispositivo móvil. Este ya no es un mundo de ordenadores, así que buscamos plataformas que estén preparadas para los móviles. "Una de las razones por las que nos asociamos con Yext es su inteligencia y su enfoque sobre las búsquedas móviles y sobre el rol que interpreta en nuestro mundo ultraconectado," dice Homan.
School of Rock uses Yext Listings and Pages to manage the public facts about its brand. The Yext Knowledge Engine enables brands like School of Rock to manage the digital knowledge about their people, places, and products across their websites, mobile apps, internal systems, and the entire PowerListings® Network — over 100 maps, apps, search engines, GPS systems, and social networks including Google, Apple, Facebook, Bing, and Yahoo.
"A brand’s local search presence has a huge impact on its SEO rankings and therefore its visibility," notes Homan. For a music-education company that offers students such a rare and exciting opportunity to perform live at authentic venues as a central part of the curriculum, achieving high visibility in both branded and unbranded local searches is imperative to ensuring its unique offering stands out and attracts new customers. "Maintaining correct listing information is necessary to ensure every franchise business can easily be found by search engines and customers. Yext makes it very easy for our operator franchisees to be recognized in that space," she adds.
Explains Homan, "Maintaining correct listing information is necessary to ensure every franchise business can easily be found by search engines and customers. Yext makes it very easy for our operator franchisees to be recognized in that space. Our franchise businesses are tuned into numerous channels as a source for leads, and internet channels are paramount. We have embedded Yext into just about every component of our online presence."
Empowering Franchisees and Experiencing Substantial Bottom-Line Impact
Homan has embedded Yext’s platform into School of Rock’s marketing approach not just at the corporate level but also at the local franchisee level. School of Rock prides itself on an ethos of local franchisee empowerment, granting each franchise business a significant amount of control over the management and success of its individual school location. Yext’s platform allows for flexibility and deep customization of access controls. "We empower every single franchisee with a log-in and then training on the Yext platform," says Homan.
Significant increases in online engagement and inbound leads are among the impressive results Homan and her team have seen since launching with Yext. "When you think of our year over year growth, which is ~20%, and there is a 30% growth of internet-related leads to School of Rock since using the platform, the power of Yext is clear," says Homan. "That sort of company growth and that amount of increased leads is driven by a great creative and superior platforms. We are seeing substantial impact on the bottom line since making the Yext Knowledge Engine part of our systemic approach to being visible and present online, and then taking that visibility to the next level to enhance our local engagement and grow our business." Homan sums up, "Yext provides the proper infrastructure for us to be visible — and for leads to flow through our system."
Pushing the Envelope and Envisioning the Future
Homan values Yext for more than clicks and leads, of course. "Yext is visionary with technology," says Homan. "I am dedicated to organizations that see the future. Beyond having powerful technology, Yext has the vision and values to grow with School of Rock’s expanding business, which makes our partnership with Yext something of a no-brainer," she continues. "How Yext works with its customers is important to me as a CEO. Business is about relationships, people, and values — and Yext has exceeded my expectations on all three fronts." Homan also lauds her dedicated Yext team’s perseverance and commitment to doing whatever it takes to meet School of Rock’s needs. "We had some serious deadlines, brutal deadlines, and we asked a lot from Yext. And they always delivered. I really respect partners that have that sort of commitment. I never got a ‘No’ when pushing the envelope with new things we wanted to try with Yext. Rather I got an, ‘Ok let’s see what we can do for you.’"