Building a Scalable Lead Generation System Through High-Value Content
LEAD GENERATION ASSETS FOR PROSPECTIVE GRADUATE STUDENTS
SCOPE
3 assets
TIMELINE
2023-2024
ROLE
Sole owner of strategy, content, design, and implementation
RESULTS
+20% YOY in leads
Overview
To support long-term recruitment and improve early-funnel engagement, I designed and launched a set of three lead generation assets: two digital workbooks and one interactive viewbook.
Together, these assets were built to capture qualified leads, support different stages of decision-making, and reduce reliance on traditional print materials.
THE PROBLEM
Prospective students were engaging with the institution in fragmented ways. Lead capture relied primarily on inquiry forms, event registrations, and purchased name lists, leaving gaps in how early-stage interest was identified and nurtured.
At recruitment events in particular, print flyers created a visibility problem: students would pick them up, walk away, and the interaction ended there. There was no way to track engagement, measure ROI, or continue the conversation. Flyers were also costly, frequently outdated, and environmentally wasteful.
At the same time, many prospective students were still in early research mode and not ready to apply, meaning traditional “Apply Now” messaging missed an opportunity to build trust earlier in the journey.
THE STRATEGY
Rather than relying on a single asset, I intentionally built multiple lead generators designed for different readiness levels and motivations, all feeding into the same nurture ecosystem.
The strategy was grounded in 3 principles:
1. PROVIDE REAL VALUE BEFORE ASKING FOR COMMITMENT
The workbooks were designed as genuinely helpful resources, not promotional materials. Branding was present but subtle, positioning the organization as a trusted educational resource rather than pushing enrollment.
2. MEET PROSPECTS WHERE THEY ARE IN THE DECISION PROCESS
Each asset served a distinct purpose in the funnel, from early awareness to deeper consideration.
3. TURN PASSIVE TOUCHPOINTS INTO TRACKABLE ENGAGEMENT
The digital viewbook replaced print flyers with a gated, on-demand asset that enabled lead capture, follow-up, and ROI tracking.
Design & publishing: Adobe InDesign (Publish Online)
Lead capture & automation: Slate CRM
Email nurture: Custom campaigns tied to asset downloads, followed by moving to nurture campaign
All assets fed directly into existing nurture campaigns, which I also own and manage.
Systems & Tools
Lead Capture Form
Email Delivery
THE EXECUTION
Lead Generator 1: How to Apply to Graduate School (Workbook)
Purpose: Demystify the application process and reduce anxiety for first-time applicants
Execution:
Concepted and structured the workbook
Wrote all copy
Designed layout and visuals
Built gated delivery through the CRM
Integrated into email nurture workflows
This asset focused on clarity and reassurance, helping prospects understand the process before committing to a specific institution.
Lead Generator 2: How to Choose a Research Mentor (Workbook)
Purpose: Support a critical, high-stakes decision point for research-focused students
Execution:
Led strategy, structure, and design
Partnered with a subject matter expert for copy, and edited and shaped clarity, and tone
Built CRM delivery and follow-up automation
This workbook addressed a nuanced decision that students often struggle with, reinforcing trust and credibility.
Lead Generator 3: Digital Viewbook
Purpose: Replace print flyers at recruitment events and improve lead tracking
Execution:
Wrote all copy
Designed and published an interactive viewbook
Implemented gated access via QR codes at events
Integrated into email nurture workflows
Instead of students leaving events with a disposable flyer, they received the viewbook via email after submitting their information, allowing for immediate follow-up, engagement tracking, and ongoing updates without reprinting.
THE RESULTS
While application growth was influenced by multiple factors, the increase in qualified leads contributed to stronger application outcomes overall.
Key results include:
Improved visibility into event ROI through tracked engagement
Reduced reliance on print materials, improving sustainability and flexibility
Faster updates to recruitment materials without production delays
20%
year-over-year increase in leads
Impact Beyond Metrics
Not everything needs to feel like marketing to be effective.
By creating genuinely useful resources and aligning them with clear funnel goals, these lead generators served multiple purposes at once: supporting prospective students, improving data quality, and strengthening long-term recruitment strategy.
KEY TAKEAWAY