From Zero Registrations to a Full Cohort
The Challenge
A professional association’s virtual leadership program had struggled to gain traction. Its previous cohort received zero registrations and was ultimately canceled.
The Approach
Rather than relying on generic, third-party marketing materials, I repositioned the program around the people it was designed to serve: branch managers within the association’s industry. I developed audience-specific messaging and carried that positioning across the website, email and social media campaign, with creative designed to reinforce the program’s relevance and value.
The Result
The next offering reached full enrollment with 25 participants.
The Difference
The program didn’t change.
The way we talked about it did.