New Product Launch Strategy: Scaling Enrollment for Clinical Program

EDUCATION | The George Washington University

The market for Doctor of Occupational Therapy programs are highly competitive and demand strategic positioning and funnel optimization to secure the significant financial and time commitments from prospective customers/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, 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, User Experience, Email, Articles, Reporting, Virtual Presentation, Content Creation, Communication, Scholarship Management, Facility Renovation, Leadership Communication, Research, Customer Service, Social Media Management, Website Management

Solution: Executed a full-scale brand perception initiative incorporating a multi-cohort research framework, cross-departmental messaging alignment, and updated recruitment touchpoints.

• Overhauled front-end touchpoints to align marketing promises with programmatic reality through interview protocols, restructured scholarship distribution strategies, and information session collateral to emphasize clinical partnerships, research opportunities, and student outcomes.

• Unified messaging across all internal and external brand champions and expanded pipeline outreach & digital visibility through established recruitment connections with undergraduate programs at partner universities, managed student brand ambassadors, and restructured web content to showcase leadership, volunteerism, and community engagement opportunities.

• Architected a lifecycle survey ecosystem through a three-tier feedback mechanism targeting key lifecycle stages—capturing decision drivers for incoming students, assessing brand health and clinical/academic alignment among current students, and measuring long-term outcomes and program perception from alumni.

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.