Media & Tech

Education and Online Courses

119% growth in lead generation

Client’s History:

With an 80-year long history and more than 60 thousand students throughout the country, Brazcubas is a traditional educational institution, which offers technical courses, in-person and distance undergraduate and graduate courses. In an innovative way, merging tradition with the latest word in the education market, it is a reference in higher learning, with several accolades and a clear purpose, rooted in its DNA: to transform lives through education.

Due to changes in consumer profiles, Brazcubas saw the opportunity to operate with a new business model, in order to explore an ever-expanding market. In early 2018, Braztec, Brazcubas’ business unit, focused on distance technical education, was created.

Results

119% growth in lead generation

65% growth in number of enrolled students

46% decrease in cost per lead

Objective

Scale up the distance technical education model within Brazcubas, materializing and establishing the Braztec brand as a relevant and consolidated player in the education market.

Challenge

Create relevance with a new business model within a traditional educational institution with more than 60,000 students

As it is still a relatively new model in Brazil, Brazcubas’ great challenge was to scale the organization’s new business unit, which operates in distance technical courses. For this, the company chose to invest in digital marketing actions, where the measurement of results is much more assertive than any other traditional marketing action, enabling greater flexibility in the implementation of strategies.

Given this scenario, Brazcubas turned to GhFly, as it felt the need to find a partner specialized in digital strategies, which would help create relevance and solidify the new business model within the institution.

Strategic Solutions

Interest-based audience lists

The agency’s first step was to understand the profile of Braztec’s audience, in order to structure the acquisition strategy with assertive segmentations within the media channels, adapting the language of the campaigns according to the area of study segmented by course.

To optimize the conversion rate of the campaigns, GhFly created audience lists based on interest within Facebook Ads, combined with Smart Display, Google’s machine learning tool, which, strategically piloted, combines data and creates in an automated way. better ads with agility and efficiency.

Satisfied customer

“We proved our thesis and went straight into the market, becoming the biggest player in distance technical education in Brazil. GhFly helped us perfectly to meet all our goals and achieve our goals. We rely a lot on the agency’s expertise to materialize and increasingly establish the Braztec brand in the market, in addition to acting on other fronts that we are planning. There are many good things ahead, and GhFly is our great ally in the journey of growth amidst the digital transformation.” Says Felipe Dulinski, Head of Business Unit at Brazcubas.

Creative Solution

To achieve the expected results, GhFly worked together with Brazcubas’ marketing team, carrying out strategic follow ups to identify improvements and have agility to pivot the strategy if necessary.

With the expressive results achieved, Braztec’s performance is on the rise, expanding its operation, which initially was only in the city of Mogi das Cruzes in São Paulo, to other centers in five states, proving the positive impact due to the piloted digital strategies by GhFly.

Statements

As the benchmark company in digital marketing in Latin America, we chose GhFly to help us in our mission to scale Brazcubas’ new business model. And it worked! In addition to making the Braztec brand relevant within Brazcubas itself, with the help of the agency, we achieved an incredible result! We reached more than 800 students in just a year and a half of operation.

Felipe Dulinski

Head of Business Unit | Brazcubas

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