Designing a student acquisition journey
I led the acquisition strategy and team direction for an education cohort, separating student and institutional outreach and designing follow-up around the learner’s next decision.
Healthcare education
Acquisition strategy and marketing-team direction
Marketing work delivered; WhatsApp journey planned
Audience segmentation, landing pages, nurturing
The business context
Students and institutional stakeholders needed different reasons to engage with the programme. Learners needed clear information about the opportunity and next step, while colleges and heads of department needed a credible introduction they could share. The acquisition approach had to connect those audiences without treating every enquiry as an enrolment.
The decisions I made
Separate learner and institutional messages
I defined distinct audience priorities for student-facing communication and college or head-of-department outreach. The proposition needed to answer the decision each group was making.
Make the landing page useful for qualification
I introduced qualification criteria, including basic anatomy awareness, to help distinguish relevant candidates from general job-seeker enquiries. The landing page was part of the acquisition decision, not simply a place to collect more names.
Plan follow-up for the Indian audience
I designed an intended email and WhatsApp journey linking student enquiries with programme information, a brochure and the learning platform. WhatsApp was selected as a channel hypothesis for this audience; that automation remains planned.
How I led delivery
I set the acquisition approach, regional and channel direction, funnel structure and budget plan. The team produced landing pages, presentations, flyers, brochures and campaign assets. Academic and operational stakeholders retained responsibility for decisions beyond marketing. The learning platform supported the wider programme, while the planned messaging journey aimed to make information easier for prospective students to access.
The approach at a glance
- Student enquiry
- Programme information
- Brochure and platform link
- Follow-up
- Academic or admissions handoff
Proposed cohort follow-up journey, with WhatsApp automation planned.
What changed
Distinct audience journeys
The approach separated student acquisition from institutional introduction.
Marketing assets delivered
The team produced supporting web and communication assets under my direction.
Next-stage automation designed
Email and WhatsApp follow-up was planned around the learner journey.
The leadership lesson
Education acquisition works better when the message reflects the learner’s decision and the institution’s role. Automation should support those journeys after ownership and information needs are clear.
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