Building Evergreen Top-of-Funnel Entry Points that Feed Lifecycle Nurture
LEAD GENERATION ASSETS
SCOPE
3 assets for a multi-program portfolio
(17 distinct offerings)
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 strategized, designed, and launched a set of three lead generation assets: two digital workbooks and one interactive viewbook.
Together, these assets captured qualified leads, supported different stages of decision-making, and reduced reliance on traditional print materials.
THE PROBLEM
Early-stage interest was difficult to capture and sustain.
Prospects often interacted in fragmented ways, through events, websites, or one-off inquiries, without a clear path into ongoing nurture. Lead capture relied heavily on inquiry forms and registration links, which limited visibility into engagement and made follow-up inconsistent.
Print flyers at events highlighted the issue. While they generated interest in the moment, the interaction usually ended there. There was no reliable way to track engagement, measure impact, or continue the conversion, especially for prospects who were still early in the process.
The challenge was to create meaningful top-of-funnel entry points that:
provided real value to early-stage prospects,
captured qualified leads without pressure, and
integrated cleanly into the existing lifecycle system.
THE APPROACH
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
Assets were designed to be helpful first, and promotional second. This positioned the institution as a trusted resource rather than immediately pushing application messaging.
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.
THE EXECUTION
I designed and launched three lead generation assets:
Two digital workbooks focused on early research and decision support
One interactive digital viewbook that replaced traditional. print flyers
All assets were gated and integrated directly with Slate CRM. From there, I:
Built an automated follow-up tied to each asset download
Routed new leads into appropriate nurture systems based on interest and behavior
Ensured each asset connected to broader lifecycle messaging rather than standing alone
I handled design and produced end-to-end, with intentional emphasis on clarity, usability, and credibility.
Workbook 1: How to Apply to Grad School
The Assets:
Workbook 2: How to Choose a Mentor
Graduate Programs Viewbook
THE RESULTS
Unlike print materials or static content, these assets were fully measurable.
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