Case

AI

Efficiency meets impact: our AI workflow at Saxion University of Applied Sciences

University of Applied Sciences in Deventer

Saxion University of Applied Sciences is one of the largest universities of applied sciences in the Netherlands and runs a substantial marketing organisation. With three product lines (full-time, part-time and international), dozens of study programmes and multi-channel campaigns, hundreds of campaigns run simultaneously every year. Everything is tightly organised according to a ‘see-think-do’ funnel, spread across Meta, Google Ads, TikTok and Snapchat.

However, this scale brought with it an ever-growing problem. Advert copy was written manually, copied from spreadsheets and re-entered into Asana. It was an error-prone process that took over sixty hours per campaign cycle. Deadlines came under pressure, context was lost and external agencies sometimes received incomplete briefings. The process was simply no longer sustainable. It was time for a structural solution.

Objectives

The objective was clear: to eliminate repetitive work and create space for creativity and strategy. To this end, we established three clear KPIs:

  • A minimum time saving of 40 hours per campaign cycle
  • A drastic reduction in the margin of error
  • Faster campaign launches

In addition, there was an important human aspect to consider. Within the team, there was scepticism surrounding AI and automation. That is why a conscious decision was made to adopt an approach in which AI provides support, but human oversight always remains paramount. Success was therefore measured not only in hours, but also in trust, satisfaction and fewer rounds of corrections with external agencies.

Our approach

Rather than adding yet another tool, we opted for smart system integration. Using n8n as the connecting layer, we linked Google Sheets, Asana and a CustomGPT into a single, unified workflow.

The idea behind it was simple: anything entered once should never have to be retyped manually again.

  • Google Sheets serves as the central repository for all ad copy, metadata and deadlines
  • As soon as content is finalised, n8n automatically converts it into complete tasks in Asana
    Tasks are immediately assigned a title, briefing, funnel stage, channel, deadline and person responsible
  • External agencies automatically receive full briefings, without the need for separate emails or attachments

By making efficient use of metadata, the workflow is scalable. New product lines, channels or campaigns can be added without the need for additional development. And thanks to fixed roles and validation steps, the process relies not only on individuals, but on structure.

Solution and implementation

The technical solution was built in just eight hours. It is compact, low-maintenance and fully scalable.

A CustomGPT generates ad copy in Saxion’s tone of voice, after which a content marketer always carries out the final check. Changes to the spreadsheet are synchronised immediately with Asana, ensuring that everyone is always working with up-to-date information.

Asana rules ensure automatic reminders and notifications as deadlines approach. The result: a workflow that not only executes tasks but also coordinates them.

Whereas mistakes used to occur on a weekly basis, the process is now transparent and tightly organised: every change to the spreadsheet is processed immediately, all actions are logged, and Asana rules with automatic notifications and reminders ensure that the process no longer gets bogged down.

98%

Spend less time on ad copy rounds

192

Time saved on copywriting

360

Hours saved annually

Result

The impact is immediate and measurable. For example, the time taken to transcribe advertising copy fell from 60 hours to just 1.5 hours per round. With three rounds per year, this results in a time saving of 175 hours. Text creation via CustomGPT also became considerably faster: from 240 hours per year to 48 hours. In total, more than 360 hours are reclaimed annually.

This time is not simply saved, but reinvested – in additional campaigns, more A/B tests, broader target audience roll-outs and improved collaboration with external agencies, without requiring any extra budget.

The qualitative effects are also significant. Rounds of corrections were halved, deadlines were – and continue to be – consistently met, and external agencies find the briefings more comprehensive and reliable. Fewer emails, less stress, more focus on creativity.

A marketing manager at Saxion University of Applied Sciences summed it up aptly: “It feels as though we can finally plan ahead instead of just putting out fires.”

Want to grow together?

Curious to find out how we can help your business grow with targeted online marketing campaigns? Do you want to generate more leads and increase your brand awareness? Our experienced team is ready to help you!

Get in touch