FSG

Being great is having you

Building a university center's brand based on real and inspiring stories.

The client

The FSG Group was served by Bistrô from 2009 to 2017, in its various units, until the acquisition by Cruzeiro do Sul Educacional. During this period, Faculdade da Serra Gaúcha became the largest private university center in RS .

Challenge

Bistrô's work for the FSG Group covered all stages of the funnel: awareness, acquisition, conversion and loyalty. We created campaigns to highlight FSG as an emotional, close brand, told through real stories.

Institutional Campaign

Real stories of people who overcame difficulties to build a better future through Education inspired the brand building work for FSG.

Proximity to students has always been seen as a competitive advantage, and it is this value that we brought to institutional positioning campaigns, capable of differentiating FSG from other players in the segment, especially UCS, the large university in the Serra Gaúcha region.

The message we worked on was that the greatness of an educational institution is given by its people - and not by its physical structure.

Results during the period in which Bistrô served the FSG Group

The number of students jumped from

4,879

for more than

8,000

students only in the In-Person Undergraduate Program (and 10,000 students in total)

The number of enrollments in in-person undergraduate courses has grown

68%

The FSG Group's market share in the region, considering In-Person Graduation, jumped from

13%

to

22%

Evolution of enrollments in the face-to-face modality in private HEIs

Microregion of Caxias do Sul

SOURCE: MEC / INEP

Imagine yourself!

The campaigns developed during this period also sought to convey an aspirational brand , of an institution in rapid growth, which gave students the opportunity to expand their horizons and imagine themselves in another stage of life.

FSG was the only Higher Education Institution in the region to maintain an upward trajectory throughout the period, without exception

Relationship with schools

In addition to recruitment campaigns with high school students in the cities served by FSG, we participate in the design of strategies to expand ties with schools , such as career fairs and student relationship programs.

The arrival of EAD

When FSG entered the world of Distance Learning, Bistrô created the concept “In your time. For your life”. The idea was to portray, using image banks, different aspects of a student’s life. The composition of photos allows us to escape the commonplace of higher education institutions, even with the use of limited resources.