A sudden change in how people connected
Recruitment had relied heavily on in-person activity, billboards and school pamphlets. Early COVID disrupted those channels, while examinations that had traditionally taken place in person suddenly needed to move online.
Build the online pathway
I redesigned the dated website and worked directly with the four-person recruitment team to adapt their efforts to online seminars. Advertising shifted toward digital and social channels, creating a practical way to reach prospective students during the disruption.
Maintain confidence in examinations
I helped organize the remote examination transition and led messaging to accounting firms about the credibility and integrity of the assessment process. The communications needed to explain a significant change clearly while maintaining confidence in the qualification.
Two years of enrollment growth
Enrollment increased 36% in 2020, followed by a further 23% in 2021. Together, that represents approximately 67% growth over the 2019 baseline.
What this work demonstrates
Marketing leadership can mean helping an organization change how it operates. This project combined digital execution, close collaboration with recruiters and clear communications around a sensitive transition.
