Empowering talent development
| Client | Universidad Alfonso X el Sabio |
| Where | Spain |
| What | Education |
| When | 2020 - 2024 |
eZ 2020 award nomination as best open source site of the year ------ 78%+ increase in CTR ------ -33% of CPA for online vs. face-to-face programs ------ Spanish university with the highest growth in search volume (+41%) in the last two years
01
THE CHALLENGE
Wanted: Travel partner
UAX is looking for a partner to lead its digital growth and accompany it in the implementation of a five-year growth strategy.
This challenge involved answering a series of questions
What are the near-term business opportunities? How can we increase recruitment for the next academic year? What technologies do we need for fast and efficient growth? How can we predict which academic products will be popular in order to make smart investments?
Facing the unexpected, agile and creative responses
In this case, the challenge came not only from the client. Due to the Covid-19 pandemic, we had to adopt a new approach to develop the project. Thanks to our flexibility and capability to respond, we adjusted the proposal to the new reality.
02
THE SOLUTION
Embracing digital education
Initially, the strategy called for the creation of two websites, one for face-to-face education and the other designed specifically to attract new students online. However, the pandemic forced us to re-evaluate priorities and adjust the pace of the project, leading us to adopt a 100% online approach. In the first year of the new website's life, we are able to capitalize very effectively on the opportunities of the emerging online education sector.
A matter of perspective
We began identifying medium-term opportunities to drive UAX's growth. With a five-year horizon in mind, we chose to structure our initiatives around three key pillars: data, product and business. This strategic approach allows us to make continuous improvements, addressing a total of 16 lines of improvement, with the goal of ensuring sustained success as we move into the future.
TIMELINE
2020
2020
2021
2023
We began preparing a digital development strategy for the next five years, which includes the creation of two websites for the University and the strengthening of its presence in networks.
The pandemic is forcing educational centers to make a 180º turn and offer, in record time, a 100% online education. Therefore, we restructured the project to meet this more immediate challenge.
The first year of life of the website is a success. Thanks to the different resources used, we are able to identify which new degrees are most in demand and pioneer their creation.
We accompany UAX during these years in the implementation and definition of its strategy. At the end of each year, we gather insights and redefine objectives to further improve results.
We were able to identify these grades with unmet demand through techniques such as fake door testing and analyzing metrics such as search trends. We were also able to find out which ones did not generate interest.
MAIN CONCLUSION
Vision without execution is just hallucination
THE OUTCOME
Along the way, we have witnessed how the University's digital ecosystem has been completely redefined, renewing its channels and positioning itself as an international benchmark. We continued to structure and support the execution of UAX's medium-long term strategy, as well as the implementation of the digital and media campaign until 2024, which has allowed it to achieve the established objectives.
250%
increase in traffic
Through keyword positioning and campaigns.
10%
increase
In the volume of leads generated.
17%
of commercial revenue generated
Exceeding the target set for the year by UAX by nine points.
65%
increase
In conversion to leads from visits landing in the degree programs.
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