OCF360 marketing for the leading provider of university access services in Spain
- NAME: OCF
- Web page: https://onlinecentrodeformacion.es/
1. Initial state
OCF — Online Training Center OCF is an institution specializing in strategic access to Spanish universities for international students. With over 18 years of experience, more than 3,000 supported applications, and a presence in over 12 countries, OCF is an Official Collaborating Center of UNED and works with public and private universities throughout Spain.
When they arrived at ARTIC, OCF had a solid foundation in lead generation but was experiencing significant operational friction: digital campaigns with clear room for improvement, a CRM that could no longer handle its volume and pace of work, and a brand image that didn't reflect the level and reliability of its service. The company was growing, but its tools and digital presence weren't keeping pace; it desperately needed a well-executed 360-degree marketing strategy.
2. Plan of action
Lead generation campaigns in Google Ads and Meta Ads
We began by analyzing existing campaigns and redesigning the lead generation strategy from scratch. The main focus: Meta Ads for generating quality leads and Google Ads for capturing active demand. We created new campaigns, optimized targeting structures by country of origin, academic background, and program of interest, and implemented a system of continuous testing of creatives, copy, and audiences to sustainably improve cost per lead.
CRM migration: from Clientify to GHL
When we started working with OCF, we discovered that their CRM (Clientify) limited their automation and tracking capabilities. We designed and implemented a complete migration to GoHighLevel (GHL): sales pipeline configuration, contact and history migration, team training and implementation without loss of information or business continuity.
Automations, WhatsApp API and integrations
Once at GHL, we developed an automation ecosystem connected to OCF's actual operations: integration with WhatsApp Business API For immediate response to new leads, multiple automated workflows based on the student's program of interest, stage-by-stage tracking of the admissions process, and internal alerts for the sales team. Every lead who comes in already knows what to expect, and the team knows exactly how to proceed.
AI and integrated chatbot
We implemented a chatbot with artificial intelligence Within GHL, I'm able to answer frequently asked questions, qualify leads based on their responses, and route them to the right advisor. This has reduced initial response times and improved the prospective student's experience from the very first contact.
Email marketing and nurturing flows
We design personalized email marketing sequences for each student profile (admission to university, medicine, master's, vocational training), combining valuable content, testimonials, deadline information, and specific calls to action. The flows are automatically activated from GHL based on the lead's behavior.
Logo and brand redesign
With operations stabilized, we proposed a redesign of OCF's brand identity. A new logo, color palette, typography, and brand applications were implemented, all consistent with the premium and trustworthy positioning the institution conveys through its services. This new image complements and reinforces the company's marketing message.
New website (under development)
As the next natural step, we are developing the new OCF website: a more modern, clear, and conversion-oriented proposal that reflects the new brand positioning and connects natively with the entire GHL ecosystem, campaigns, and automation workflows.
3. Results
of new students
migrated and automated
digital and brand transformation
The joint work between ARTIC And OCF has had a real and measurable impact on business results. The most visible data point is the one that matters most: a increase in 40% in new students captured, a direct result of more precise campaigns, more efficient conversion flows and a tracking system that did not exist before.
But beyond the number of students, what has transformed is the way OCF operates. The change from CRM to GHL hasn't just been technological: it has reorganized how the sales team works, how each lead is handled based on their profile and at what stage, and how communication is automated without losing the personal touch that has always been OCF's hallmark.
Integration with the WhatsApp API has drastically reduced first response time, a key factor in an industry where potential students are also interacting with competitors. The AI-powered chatbot autonomously filters, qualifies, and routes leads, freeing up the team to focus on those with the highest probability of closing.
And above all, OCF now has a brand image that reflects what it has always been: a reliable, professional, and trustworthy institution for one of the most important processes in the lives of students and their families. The new website we are building is the next chapter in that story.
What you see on screen is just one month of campaigns
During that period, OCF's campaigns on Facebook Ads and Google Ads generated more than 470,000 combined clicks with a total investment of less than 15.000 €. The most striking fact is not the volume — it's the cost: €0.02 per click on Meta and €0.21 on Google, with CTRs higher than 6% on both platforms.
To understand what this means, it's important to keep in mind that OCF is a business. 100% digitalIt has no physical store, no offline customer acquisition, and no in-person sales network. Every new student comes from the digital channel. This means that every euro invested in advertising has a direct and traceable impact on revenue.
A well-executed paid media strategy for this type of business is not a marketing expense. It's the primary driver of growth.
