Central Asian University

Marketing the No. 1 university in Uzbekistan

80% — of the team’s plan achieved · Top 3 — TOM among private universities in Uzbekistan

Task

Central Asian University is a private university in Uzbekistan. The task is to run the university’s marketing end to end: attract applicants and applications, strengthen the brand and make sure students and parents think of CAU first when choosing a university.

Solution

We run the university’s marketing end to end — from research and strategy to attracting applications and tracking results.

We started with data: more than 12 studies, including in-depth interviews with students, CSI surveys and mystery shopping, which helped us improve the admissions department.

Based on these insights we developed a brand book, annual strategies, budgeting and a communication plan, along with a line of creatives for applicants, parents and students of other universities considering a transfer.

We built cost-effective acquisition channels where the cost of acquiring a student (CAC) can start from $20, and bloggers show the campus and student life from the inside and talk about the university in their own words.

We expanded the network of B2B partners and learning centres, which increased the inflow of students both from across Uzbekistan and from abroad.

To base decisions on numbers, we worked out full advertising attribution across channels and built a local marketing dashboard. We also helped hire the team and set KPIs for each area.

As a result, CAU became the leader in social media mentions and, in 2025, the best private university in the country.