From Inquiry to Enrollment: Full-Funnel Marketing for AOMA
I built and executed a comprehensive digital marketing system for a specialized graduate school, from CRM implementation and landing pages through email automation and paid advertising driving 31% enrollment growth with full-funnel tracking from first inquiry to enrolled student.
The Problem
AOMA Graduate School of Integrative Medicine was experiencing enrollment decline. Their digital presence was fragmented: newly purchased CRM (Hubspot) that wasn’t being fully utilized, inconsistent landing pages, manual email processes, and low visibility into the prospective student buyers’ journey. Leadership couldn't tell which channels were driving applications, let alone which were driving enrollments.
The Hypothesis
If we built a complete digital marketing system, CRM, automated nurture sequences, tracked landing pages, and channel-specific attribution, we could both increase lead volume and understand which activities actually drove enrollment, enabling optimization toward highest-converting channels.
The method
I developed a multi-channel strategy anchored to the admissions funnel. I implemented HubSpot CRM with automated workflows, built targeted landing pages for each program, launched paid advertising campaigns, created segmented email nurture sequences for different decision stages, and increased web traffic 20% through storytelling-focused content.
Detailed buyer personas mapped content to each stage of the enrollment decision. Analytics tracking measured not just traffic and leads, but actual enrollment impact. Regular board reports translated marketing activity into outcomes the institutional leadership team could act on.
The Outcome
Enrollment grew 31%. The marketing system continued operating after my departure, providing ongoing lead generation and nurture capability. The HubSpot implementation became the foundation for all future student recruitment. Board reporting established marketing as a data-driven function with clear ROI.
Reflection
This is one of my earlier career projects, but it's formative because it established a pattern I've followed ever since: build the system, not just the campaign. The HubSpot implementation, the persona work, the funnel trackingthese weren't point solutions. They were infrastructure that continued delivering value long after any individual campaign ended.