Iscte Executive Education: Digital transformation

Challenges

Despite its prestige, ISCTE Executive Education faced the following problems:

1. Obsolete application system

• The application system was poorly functional and outdated, with high costs and low flexibility for customizations.
• The lack of usability resulted in a high number of unfinished applications, damaging the conversion rate.

2. Low organic traffic and no conversion strategy

• The website didn't attract enough organic traffic due to a lack of SEO optimization.
• There were no clear conversion elements, such as contact forms or strategic appointments, limiting the generation of qualified leads.

3. Dependence on paid traffic

• The absence of a consistent content creation and SEO strategy increased dependence on paid media campaigns to reach new students.

Our partnership has evolved to include an even more robust and integrated digital strategy, which now encompasses three main pillars:

1. HubSpot implementation and process automation

• HubSpot was implemented as a CRM and central application system, interconnecting with the internal billing and student management systems.
• This integration has optimized the management of the candidate's journey and improved the user experience, from submitting the application to becoming a student.

2. Creation of a website optimized for SEO and conversion

• We developed a modern, optimized website with a focus on technical SEO and user experience.
• Strategic conversion points were introduced, such as:
  • Brochure downloads.
  • Starting Applications.
  • Scheduling meetings with consultants.

3. Paid media strategy and content creation for SEO

• PaidMedia: We develop targeted campaigns on Google Ads, Facebook and LinkedIn, generating qualified traffic and maximizing campaign ROI.
• SEO and Content Creation:
  • We carried out in-depth keyword research and defined aKeywordStrategy to create content aligned with the target audience's search intentions.
  • The creation of optimized content increased organic traffic in a sustainable way, reducing dependence on paid media investments.

The implementation was carried out in several interlinked stages:

HubSpot and automation:

• • CRM configuration and automation of application and onboarding processes.
  • Training the internal team to use the new tools efficiently.

Website development:

• • Design and structuring of the site based on SEO and UX best practices.
  • Ongoing testing and adjustments to maximize conversion.

Paid media and SEO:

• • Launch of segmented campaigns for different programs and target audiences.
  • Regular publication of optimized content based on keyword strategy.

The integrated approach has brought significant and sustainable results:

1. Increased operational efficiency

• Reduced costs and time spent customizing the application system.
• Optimized and more efficient application process.

2. Growth in Traffic and Leads

• +40% organic traffic, thanks to SEO optimization and the creation of relevant content.
• The paid media strategy significantly increased total traffic and the generation of qualified leads.

3. Conversion improvement

• +50% of completed applications, driven by the system's more intuitive experience.
• Higher conversion rate thanks to strategic points on the website.

4. Sustainable Growth

• Reduced dependence on paid media, due to the continuous increase in organic traffic.
• SEO strategy ensured a stronger and more consistent digital presence in the long term.

ISCTE Executive Education's digital transformation has strengthened its leading position in executive education in Portugal. The combination of automation, paid traffic strategies and SEO proved that technological and digital integration is essential to sustain growth in competitive markets.

Testimonial

"Our relationship with LATIGID began with the need for a CRM and website tailored to the executive education sector. Since then, we’ve built much more than a partnership – we’ve created a true bond of trust. From the start, the team has shown not only technical expertise but also a genuine commitment to our success. We feel they treat our project as if it were their own, and that makes all the difference. It’s rare to find a team so human, approachable, and dedicated. For all these reasons – and the results that speak for themselves – we remain united and continue moving forward towards success."

Rita Veiga
Head of Marketing & Communication - ISCTE Executive Education