Case Study 3
Market Entry, Rebrand, and Accelerated Customer Acquisition
Summary
+40% two-year revenue growth in the higher education sector after facing significant market challenges through a rebranding and revenue-focused marketing turnaround.
name witheld due to confidentiality restrictions
1. Situation
A global, for profit education provider faced significant market challenges prior to engaging with me as a fractional strategic marketing leader:
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Market saturation in traditional education segments
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Evolving student demographics requiring new approaches
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Urgent need for digital transformation
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Underperforming regional campuses impacting overall growth
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Limited international presence despite global market opportunities
2. Task
As the strategic marketing leader, I was brought in to:
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Developing and implementing a comprehensive marketing strategy to reverse stagnant growth
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Restructuring marketing operations for improved efficiency
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Identifying and penetrating new market segments
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Optimizing budget allocation across channels and regions
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Establishing data-driven decision-making processes
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Achieving aggressive revenue growth targets
3. Actions
I led a holistic transformation of the marketing function, beginning with a comprehensive rebrand that better aligned with our target market's aspirations and career goals. This foundation supported the strategic closure and budget reallocation of three underperforming campuses, paired with a $1.5M shift from traditional to digital marketing channels. We launched targeted expansion into veteran and international student segments, implemented program-specific marketing strategies, and established a robust data-driven optimization framework—creating a cohesive, modern marketing engine designed for scalable growth.
4. Results
The transformation yielded extraordinary results: revenue grew from $40M (2017) to $56M (2019), representing a 40% year-over-year increase from 2017 to 2019. Beyond the dramatic financial impact, we successfully transitioned to a digital-first marketing operation, established new revenue streams through market diversification, increased brand awareness by 45% (brand lift study) among target demographics, and created a scalable, data-driven marketing framework that positioned the organization for sustained future growth. This comprehensive transformation showcases my ability to drive significant business results through strategic marketing leadership.