Challenges
At the start of the project, NOVA FCT Executive Education had:
- Limited digital presence: An outdated website with little visibility and no integration with CRM tools.
- Lackof structured strategies: Lack of a clear marketing and sales strategy.
- Low budget: Limited resources to invest in digital marketing actions.
These challenges made it difficult to generate qualified leads and expand enrollment in executive courses.
Solutions
To overcome these challenges, a digital strategy was designed centered on priority actions and marketing automation tools:
- Restructuring the website: Updating the design and usability of the website, with a focus on an intuitive and efficient user experience.
- HubSpot integration: Implementation of a CRM tool for lead management and marketing automation, optimizing lead capture and nurturing processes.
- Creation of relevant content: Continuous production of articles for the blog, aligned with NOVA FCT's areas of activity, to attract qualified traffic.
- On-page SEO strategy: Implementation of SEO practices to improve organic visibility and position the website in queries related to executive education and technology.
- Optimized landing pages: Development of specific pages for conversion, aligned with the campaigns and content disseminated.
- Paid campaigns (Facebook Ads and LinkedIn Ads): Launch of campaigns to generate qualified traffic and reinforce brand visibility.
Implementing the strategy
The implementation of the strategy followed a phased plan:
1st phase: Restructuring and integration
- Website update, with HubSpot integration for CRM, marketing automation and registration management.
- Training of the NOVA FCT team to use HubSpot and creation of nurturing workflows.
2nd phase: Content creation and SEO
- Continuous production of content for the blog, covering technological and management topics aligned with the institution's areas of specialization.
- Technical optimization of the website, including headings, meta-descriptions and performance improvement.
3rd phase: Conversion and lead generation
- Launch of optimized landing pages for specific campaigns.
- Paid campaigns on social networks such as Facebook and LinkedIn, targeting qualified audiences.
4th phase: Automation and scalability
- Automation of the sales and lead management process, optimizing the conversion of registrations directly on the platform.
Conclusion
The digital strategy implemented has had a significant impact on the online visibility and sustained growth of NOVA FCT Executive Education. From marketing automation to the creation of relevant content and paid campaigns, the project demonstrated how the integration of tools and strategies can accelerate growth, even in contexts with limited initial budgets.
Testimonial
"Without LATIGID's support it wouldn't be the same... I feel that LATIGID's employees are our colleagues, part of our team! They are always there... willing to solve and minimize any challenge that arises. They are flexible, empathetic, very professional in what they do and always looking for new solutions. Above all, I feel that they thrive on the success of NOVA FCT Executive School. I believe that this is a LATIGID culture and way of being that is common to all our other clients... although I like to imagine that it's because we're the ones who are special."
Nélia Câmara
Executive Director - NOVA FCT Executive School
