Customer Acquisition & Pipeline Development
Building a national pipeline for a selective program
Built the outreach engine and partner relationships that turned a regional applicant base into a national pipeline.
Client
University of Pennsylvania
Capabilities demonstrated
- Market Development
- Partnerships & Channels
- Pipeline & Activation
500+
Applications annually
The challenge
A selective program with strong outcomes but an applicant pipeline concentrated in a narrow set of geographies and feeder institutions. Growth targets required reach into audiences the program had never systematically engaged.
The mandate
Expand qualified applicant volume without diluting the quality of the cohort — and build a repeatable acquisition system, not a one-time campaign.
Our role
- Mapped the highest-yield audience segments and the institutions, employers and community organizations that reach them.
- Designed the outreach model, messaging and conversion path from first touch to submitted application.
- Owned relationship development with partner organizations and stayed in the work through cycle delivery.
Execution
- 01Segmented the addressable audience and prioritized channels by expected yield.
- 02Built a partner and referral network to create warm access at scale.
- 03Instrumented the funnel — inquiry, engagement, application, enrollment — with a weekly operating cadence.
- 04Optimized messaging and channel mix against live conversion data across the cycle.
Results
500+
Applications annually
National
Pipeline reach achieved
Repeatable
Acquisition system in place
More work