Higher Education · B2C
Uniasselvi: 18k+ online enrollments with ROAS over 18
Quick answer
BGO2 managed online enrollments for Uniasselvi, then part of Grupo Kroton, for two years. In 12 months, the operation generated over 18,000 enrollments, with a ROAS above 18.
Case overview
| Company | Uniasselvi (then Grupo Kroton) |
|---|---|
| Industry | Higher Education |
| Model | B2C, student acquisition |
| Scope | Online enrollment generation, performance media, and lifecycle nurturing workflows |
| BGO2 Fronts | Growth & Revenue, CRM & Data |
| Duration | 2-year engagement |
| Timeline | 2014 to 2016 |
The challenge
Acquire students at scale with controlled costs in a market where interest only converts into enrollment through consistent follow-up.
The turning point
Measure media performance by actual enrollment rather than sign-ups, keeping the dialogue going with candidates until applications turn into enrolled students.
What we did
- 01
Performance media campaigns focused on enrollments.
- 02
Lifecycle nurturing workflows to guide candidates from initial interest to enrollment.
- 03
Continuous campaign optimization based on cost per enrollment.
Results
18k+
online enrollments in 12 months
ROAS 18+
in paid media operations
2 years
engagement
What this case teaches
In student acquisition, enrollments matter, not leads.
Frequently asked questions
- What is ROAS?
- It is the revenue generated for every real invested in paid media. A ROAS of 18 means R$ 18 (BRL) in revenue for every R$ 1 spent.
- Why measure by enrollment instead of leads?
- Because many sign-ups never become students; optimizing for enrollments concentrates investment on what actually generates revenue.
Results recorded by the project leadership.
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