Civas is a leading Dutch training institute specializing in distance education in coaching, nutrition, psychology, and pedagogy. For years, it has helped students bring out their best selves. In a fragmented market with price fighters on one side and specialist niche providers on the other, Civas occupies the perfect middle ground. This creates room for growth, provided the brand chooses a clear direction.
What makes Civas unique? The combination of in-depth content, personal guidance, and a flexible study program. Students can study at their own pace but receive the support they need along the way. Based on this philosophy, Civas wanted to take the next step: growing without compromising on quality, customer experience, and authenticity. Not becoming a discount brand, but the quality leader within its niche. For that, they sought a partner with vision and decisiveness. Enter Yellowgrape.
Civas faced a twofold challenge. First: how to grow as a training provider in a competitive market without resorting to discounts and mass marketing? Second: how to establish a scalable business model that adapts to a rapidly changing market and supports organizational growth? Yellowgrape won the pitch with a strategic proposal addressing both: a future-proof, full funnel approach where brand and performance go hand in hand. Focused on data, personalization, and sustainable customer relationships.
We started with a thorough analysis of the existing marketing setup. It quickly became clear that Civas focused too much on the lower funnel, especially Google Ads targeting conversion keywords. The awareness phase was barely served, as was retention of existing students. This revealed a lot of untapped potential.
We began at the foundation: understanding student behavior, needs, and motivations. Not the click, but the relationship was central. From that starting point, we designed a scalable marketing ecosystem where every touchpoint is meaningful. No isolated actions, but an integrated customer journey connecting awareness, consideration, and re-enrollment seamlessly. Personal, relevant, and future-proof.
To strengthen the top of the funnel, we focused on attracting new target groups with inspiring and recognizable content. In collaboration with Towel Media, we developed video formats centered on the impact of personal development. Not flat ads, but powerful stories tailored to coaching, nutrition, psychology, and pedagogy. This approach gave Civas a distinctive and convincing voice in the market.
For deepening and conversion, we engaged Squeezely as a Customer Data Platform. This gave us better insight into visitor behavior and allowed more precise targeting in Ads and Social. We made a giant leap in email marketing by implementing CanopyDeploy. This platform enabled us to set up hyper-personalized flows based on real-time data and preferences. Think of:
Every campaign and interaction was automatically triggered based on onsite behavior, interests, and phase in the learning journey. This created not only more conversions but, above all, sustainable brand preference. Civas evolved from a training institute into a personal guide in growth and development.
The results speak for themselves. Civas aimed for 20% annual growth, a target now consistently exceeded. More importantly, Civas has become the quality brand in its niche. Thanks to the full funnel strategy, the brand is not only more visible but also more relevant. Students feel better understood and supported, which translates into higher retention, more progression, and stronger brand preference.
Civas shows that you can grow without discounts or shouty marketing. Provided you invest in strategy, synergy, and empathy. Because in education, the more personal the approach, the stronger the growth.
