Two specialist academies under one RTO group. A two year engagement running marketing for both Pet Stylist Academy (dog grooming) and Dog Trainer Academy (animal behaviour and assistance dog training), each in its own niche.
PAST CLIENT
SPECIALIST RTO GROUP
Pet Stylist Academy & Dog Trainer Academy
Two specialist academies under one RTO group. A two year engagement running marketing for both Pet Stylist Academy (dog grooming) and Dog Trainer Academy (animal behaviour and assistance dog training), each in its own niche.
petstylistacademy.com.au →
THE CHALLENGE
One RTO group with two very different specialist academies. Pet Stylist Academy delivers dog grooming and animal care qualifications. Dog Trainer Academy delivers animal behaviour, dog training, and assistance dog qualifications. The two brands serve different audiences who search differently and judge credibility on different signals. Each academy had to own its own category without the two brands blurring into each other or competing for the same attention, in niche markets with low keyword competition but high standards for content credibility.
THE STRATEGY
Position each academy as the Australian specialist in its own niche, run in parallel on a sensible shared group budget. A two year engagement delivering website design, SEO, and Google Ads across both brands through Everyshot. The relationship ended when the group built an internal marketing team, a common and healthy outcome for RTOs that grow to the scale where in house marketing makes economic sense.
THE WORK
Specialist course websites for each academy, set up and improved page by page to need, covering the qualifications and the supporting skills around each niche. Separate SEO strategies built on low competition, high intent keywords, dog grooming for one brand and animal behaviour and assistance dog training for the other. Google Ads campaigns serving the national Australia wide catchment with geo targeted bid adjustments for each brand's distinct audience. Content positioning each academy as a specialist leader in its own category.
WHAT WAS BUILT
Two niche specialist authorities.
Specialist RTOs can dominate a narrow keyword category without the budget a generalist needs for broader markets. The strategic lane is owning each specialisation cleanly, not competing on broad terms. Running two sister academies in parallel means keeping two lanes clean and consistent at once. Both brands ran this way for two years and built enough category recognition to support the group's transition to an internal marketing team.
PUBLICLY VERIFIABLE
You can verify this work yourself.
Both academy sites are live, at petstylistacademy.com.au and dogtraineracademy.com.au. The site architecture, qualification page structure, and content depth from the two year engagement remain publicly viewable. Note the group has since continued developing the sites with its own in house team.
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