Go-to-Market Strategy & Funnel Optimization for a Premium Clinical Doctorate Program

EDUCATION | The George Washington University

The Doctor of Occupational Therapy market is highly competitive and demands significant financial and time commitments from prospective students. The program’s unique core value pillars: holistic, evidence-based, inclusive, and systems-focused care, were getting lost in standard, generic institutional marketing. The business needed a distinct market position, a frictionless application user experience (UX), and an optimized conversion funnel to attract high-tier candidates and maximize seat-fill velocity.

• Services Provided: Sales, Administrative Duties, Capital Facility Project Management, Photography, Video Production, Advertising, Events, UX, Email, Articles, Reporting, Virtual Presentation, Content Creation, Communication, Scholarship Management, Facility Renovation, Leadership Communication, Research, Customer Service, Social Media Management, Website Management

Exceeding National Enrollment Goals and Improving the Student Experience

By orchestrating the comprehensive multi-channel digital transformation, audience segmentation, and brand positioning for the OTD program through synchronized digital, physical, and experiential customer journeys, the program exceeded the national average of seats filled by 12 percentage points.