PRESENTATION // Strategic Repositioning for Nursing University
Project Overview:
This project was developed as a strategic enrollment growth plan for Nursing University (NU), a secondary educational institution facing declining leads and industry skepticism about the nursing profession. The goal was to create a data-driven, user-centered strategy that would increase brand awareness, lead generation, and enrollment conversionswithin the next two quarters while laying the groundwork for sustainable, long-term growth.
Project Goals:
Increase enrollment leads by 10% year-over-year through targeted engagement.
Reposition NU as a career transformation partner, shifting perception from a costly tuition expense to a high-value career investment.
Address negative social media narratives about nursing with storytelling and proactive engagement.
Leverage both digital marketing and community-driven outreach to reach high-potential prospective students.
What Was Developed:
Comprehensive Strategic Framework grounded in Jobs to Be Done (JTBD), Design Thinking, and Data-Driven Optimization.
Four Integrated Strategies:
Student Success Stories: Emotionally compelling, segment-specific storytelling featuring real NU graduates.
Career Ambassadors: A graduate-led outreach program for in-person engagement at career fairs, schools, and community events.
Reframing NU as a Career Investment: Messaging shifts highlighting the financial and career security benefitsof an NU degree.
Iterative Learning & Optimization: A structured A/B testing and performance tracking model ensuring continuous refinement.
Execution Roadmap for the Next Two Quarters, detailing short-term wins and long-term sustainability.
Anticipated Stakeholder Questions & Response Strategies, preparing for challenges from NU’s leadership team.
Key Takeaways:
Strategic, data-informed marketing solutions can reposition a brand and drive measurable business impact.
Balancing emotional storytelling with practical ROI framing makes campaigns more persuasive.
Agile, iterative marketing ensures strategies remain adaptable to real-time insights and performance data.
This project showcases my ability to develop high-impact marketing strategies, integrate audience insights, and drive action through storytelling and data-driven execution.
