Inspired Minds: Digital Presence Optimisation for Summer Camp Growth
Digital Analytics

Project Overview: 

Inspired Minds Arts Center is a woman-owned arts business in Buda, Texas, offering children’s and adult art classes, theatre programs, summer camps, and community events. InspiredMinds has strong in-person engagement and programming; however, their digital presence is limited, and they have struggled to translate the digital traffic into consistent summer camp registrations. 

Our team partnered with Inspired Minds to analyse their website performance, search visibility, and social media advertising to improve online traffic, brand awareness, and essentially increase high-intent parent conversions for their Summer 2026 camps. 

I worked on this project as a Data Analyst and Visualizer, leading social media analytics, interpreting performance, and developing a dashboard strategy, while collaborating with two experienced designers on SEO keyword strategy and UX recommendations. 

The Problem:

Inspired Mind’s immediate business goal was to fill the waitlists for Summer 2026 Children’s art and theatre camps. However, because their digital ecosystem is weak, they can't support their goal. While they have active social media campaigns, specifically on Facebook, and a functional website, they faced several challenges: limited local search visibility, technical website issues affecting mobile users, and a noticeable drop-off between social media engagement and website conversion. 

Early analytics suggested that their core audience is parents in and around Buda, Texas, specifically mothers ages 24-54 who are actively searching for camps for their children and/or after-school activities.  The challenge in this case was not a lack of interest but a breakdown in translating that interest into confident online sign-ups.

All in all, this led to our research question: 
How might we improve Inspired Minds' digital performance so that parents can easily discover their summer camps, trust their offerings, and successfully convert to summer camp registrations? 

My Role and Responsibilities:

As the Data Analyst and Visualizer, I focused on: 

- Analysing the Meta ad performance across multiple campaigns
- Interpreting the conversion drop-off between engagement and website visits
- Conducting demographic performance analysis
- Translating performance metrics into UX and marketing recommendations
- Contributing to the dashboard strategy for long-term performance tracking


The Process:


1. Technical and On-Page SEO Analytics

 Our team focused on auditing the website using Semrush, PageSpeed Insights, and SEOQuake. We found that about 71% of users accessed the website via mobile, making mobile optimisation critical.  Although the site passed Core Web Vitals, performance was slowed by heavy image formats and unused JavaScript. Based on the data, we determined that multiple blocked pages, missing meta descriptions, and pages with broken links significantly disrupted user trust and search visibility. 

From a UX perspective, these issues created abrasions in the parent sign-up journey and prevented valuable content from being indexed by search engines. 

2. Keyword Research and Search Intent

We analysed how parents search for creative education and camps using Google Analytics, Semrush, and AnswerThePublic. We identified high-volume searches such as “art classes near me”, “art summer camp near me”, and “theatre summer camps near me”.  Inspired Minds did rank for some brand keywords, but they were missing strong transactional and location-based keywords for nearby cities, such as Kyle, San Marcos, and even South Austin. 

This, at a high level, suggested that parents are actively seeking camps where they do not see Inspired Minds at the most critical decision-making moment. 

3. Social Media Analytics (My contribution) 

I worked on analysing Meta ad campaigns for school holiday camps, theatre programs, and improv classes, as well as general website promotions. Together, the campaigns generated about 300,000 impressions and over 11,900 clicks, demonstrating strong visibility and interest. 

However, there was a disconnect between total clicks and website clicks, with about 5,800 users. This suggested a significant drop off between ad engagement and website intent. 


A deeper breakdown of summer camp ad performances showed that: 

- 87% of conversions came from women
- The strongest performance was seen from the 35-44 age group 
- Users aged 25-34 and 45-54 also showed meaningful engagement 
- Older users showed the least conversion despite impressions. 

This suggested that audience targeting was highly effective, but there is a lack of creative clarity, messaging and landing page alignment, which is causing a reduced conversion rate. 


The Solution:

In this case, we recommended converting heavy image files to modern formats, removing unused scripts, enabling indexing on blocked blog content, and redirecting broken pages. These changes were designed to improve mobile speed, reduce user frustration, and restore lost organic traffic, while also increasing trust during the sign-up process. From a UX perspective, these issues created abrasions in the parent sign-up journey and prevented valuable content from being indexed by search engines. 

We also proposed rewriting all the data descriptions to meet character limits and include high-intent, location-based keywords. We also recommend improving the heading structure for accessibility, adding keyword-rich alt text to images, and expanding keyword targeting for phrases such as “kids art camps in Buda”, “theatre camps near me”, and “art classes for kids in Kyle, TX.” These changes strengthened Inspired Minds' ability to rank for parent-focused local searches. 

Based on my analysis, I suggested shifting the campaign toward short-form video content as the primary driver of social engagement and conversion. The data showed strong interest at the impression and click levels, but an apparent drop-off before users reached the website, suggesting that the static creative did not fully sustain user intent. 

To address this, I proposed using real camp footage, such as behind-the-scenes classroom moments, student project showcases, and instructor interactions in Reels and Shorts to create emotional connection, authenticity, and social proof. By showing, not just telling, what the camp experience looks and feels like, these videos are ideally designed to reduce parental uncertainty and increase confidence in the quality and safety of the programs. 

To strengthen discovery and intent matching, another suggestion was to integrate high-intent keywords within captions, hashtags, and even on-screen video text.  This suggested that the language parents were already using to search for camps,  “kid art camp in Buda”, “theatre camp near me,” and “summer art programs for kids”, was consistently mirrored across social platforms. This alignment between algorithms and SEO discovery reinforces brand visibility across multiple digital touchpoints. 

Finally, I noticed a tremendous opportunity to improve impact by tightening the conversion funnel between ad clicks and landing page messaging. While users were clearly interested enough to engage with ads, many dropped off due to mismatches in messaging, unclear value propositions, and/or uncertainty once they reached the site. 

I recommend aligning ad headlines, video narratives, and landing page hero messaging so that parents experience a consistent story from first impression to sign-up. This will include clarifying calls to action, underlining age groups, schedule, and outcomes earlier in the journey, and reducing cognitive friction in the sign-up process. Together, these recommendations were designed to transform passive engagement into confident, high-intent enrollment behaviour. 

Measuring Success:

We designed dashboards that allowed  Inspired Minds to track:
-Website traffic trends
- Search visibility
- Social media engagement 
- Conversion performance

This ensured that performance could be monitored continuously rather than treated as a one-time optimisation.

Impact & Key Outcomes:


This project demonstrated how data, UX, SEO, and social strategy work together as one system. We identified where users were dropping out of the funnel, restored lost search visibility, strengthened local keyword presence, and aligned social media strategy with actual parent behaviour. The final recommendations provided Inspired Minds with a sustainable framework to grow summer camp registrations through digital performance. 

Final Takeaway:


This case study focuses on reflecting on working at the intersection of data, design and human behaviour. It shows how analytics can be used not just to measure performance but also to shape clearer, faster, and more trustworthy digital experiences for real users. 


Feel free to check out our case study presentation.