The Challenge

A mid-market B2C professional education services company offering continuing education and certification courses for healthcare and therapy professionals faced a critical marketing gap.

Despite a strong product catalog and loyal customer base, the company’s marketing engine lacked cohesion and clarity. Recent leadership changes had disrupted continuity and existing messaging while the company was working through internal discussions of rebrand efforts. Campaign assets and web content failed to differentiate offerings or connect with each professional segment.

The team needed a fast but strategic overhaul—something that could deliver quick wins, re-energize the marketing function, and create a foundation for sustained growth.

Pain Points

The company’s marketing ecosystem had become fragmented and difficult to manage. Marketing materials were inconsistent across channels and audiences, creating confusion about value propositions and course benefits.

Despite serving multiple professional groups—occupational therapists, physical therapists, behavioral therapists, fitness professionals, and healthcare professionals—the organization lacked clear segmentation and messaging tailored to each audience. The website compounded the issue, with unclear course tracks and navigation that made it hard for visitors to find the right offering, leading to high bounce rates and missed conversion opportunities.

At the same time, leadership changes left the internal marketing team without consistent direction and a lack of resourcing, creating an urgent need for stability, structure, and a need to execute. Stakeholders were eager to see quick, visible wins that could demonstrate progress within weeks—not months—without the time or budget for a full-scale rebrand or rebuild.

The Solution

To address these challenges, I partnered with the executive and marketing team to deliver a structured yet rapid engagement focused on messaging alignment, website clarity, and campaign readiness. Key deliverables included:

1. Messaging & Positioning Framework: Created a unified messaging hierarchy with clear differentiation for each professional discipline and ICP.

• Defined and documented three core audience segments—individual practitioners, team/clinic leaders, and partner organizations—with tailored value propositions for each.

• Developed a “single source of truth” messaging guide, enabling faster, more consistent content creation across campaigns.

2. Website Clarity & Content Overhaul: Audited the existing website and identified confusion points and high-exit pages.

• Delivered updated page copy, navigation structure, and offer hierarchy—making it simple for visitors to find courses relevant to their profession and career stage.

• Designed wireframe recommendations and conversion-focused landing page templates aligned with campaign objectives.

3. Quick-Win Campaign Asset Kit: Built ready-to-use campaign components, including refreshed copy, email templates, and landing page copy blocks.

• Equipped the marketing team to launch new campaigns within three weeks using consistent messaging and value-driven CTAs.

Key Benefits

By implementing a unified messaging framework, clarifying ICP definitions, and improving the website experience, the organization achieved stronger alignment across teams and channels. Marketing content became clearer and more consistent, helping each professional audience understand the unique value of its certification programs. The refreshed website structure simplified navigation, reducing confusion and boosting engagement.

The marketing team gained a clear roadmap and tools to execute faster, while leadership regained confidence in the company’s direction. Most importantly, the business established a scalable foundation for future growth—driven by clarity, consistency, and a renewed sense of momentum.