ICON is a business school focused on the music industry. It offers programs endorsed by Nebrija University and counts on elite instructors such as Pablo Alborán, Juan Magán and David Bisbal. A very ambitious project we helped bring to life.
When we arrived, ICON was just getting started: no digital go-to-market strategy, no acquisition processes and no well-defined analytics. The challenge was to build a scalable, multi-touch digital acquisition system from scratch.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
As the project was just being born, the SCAN phase focused on designing the complete system, not just acquisition:
- Defining the digital go-to-market: proposition, audiences and the channels to start with.
- Building a multi-touch acquisition system, with measurement defined from day one.
- Room for improvement in sales strategy and CRM: the value was not only in generating opportunities, but in converting them into students.
The main hypothesis was that a broad digital approach —strategy first, multi-channel acquisition and optimized sales processes— would let a school starting from zero grow in a sustained, scalable way. We complemented the work with a business consulting service to optimize processes.
PHASE 02 — BUILD & RUN
Execution and channel activation
We took a broad digital approach, always starting from strategy and also covering the stages after acquisition:
- Google Ads, Meta Ads and TikTok Ads — we activated multi-channel acquisition with continuous testing, varied landing pages and measurement to match.
- SEO/GEO — we supported the website’s development and its constant optimization, working on organic positioning and generative engines.
- CRM — we supported the initial set-up and the definition of sales processes, to improve contactability and closing rates.
- Business consulting — we collaborated on process optimization beyond marketing.
PHASE 03 — RESULTS
Results and hypothesis validation
The hypothesis is validated month after month:
- ICON grows double-digit month over month.
- From a business school starting from zero to a sustainable, scalable model with a very ambitious expansion ahead.
- Beyond generating more opportunities, we improved contactability and student closing rates.
SUMMARY
Executive Summary
Bravante helped bring ICON Music Business School to life: we defined the digital go-to-market, built a multi-channel acquisition system (Google, Meta, TikTok) with measurement from day one, supported the website’s SEO/GEO and accompanied the CRM and sales process set-up. Today ICON grows double-digit monthly on a sustainable, scalable model, with better contactability and closing rates.
“ICON is a very ambitious project and we needed a partner to match. Bravante has contributed not only with customer acquisition but with business strategy that has helped us grow at a pace well above expectations.” — L. Fernández, Founder at ICON