Envision Experience | In-house | Senior Director of Product Marketing
Building Demand Through Story and Student Engagement
How good ideas take shape
Starting Point
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Envision Experience was a well-established experiential education company with a strong legacy and a high-value portfolio of programs for academically driven students. Marketing was heavily reliant on direct mail, which had historically driven the majority of enrollments. But the approach was beginning to feel dated, and engagement with students - the ultimate decision influencers - was limited.
At the same time, the company was heading into a critical moment: the Presidential Inauguration Leadership Summit, a marquee program with a 40-year history, tied to a highly-polarized election cycle. Enrollment was behind plan, and the existing approach wasn’t generating the level of interest or urgency needed to close the gap.
Challenge
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The business needed to modernize how it showed up - shifting from a primarily parent-focused, transactional model to one that could engage students directly and better communicate the value of the experience.
For the Inauguration program, the challenge was even more nuanced: increase enrollment in a politically-charged environment while maintaining credibility and appeal across perspectives, and make the program feel relevant to a new generation of students.
Approach
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I helped lead a shift to a more digital-first, story-driven marketing strategy - redefining positioning, messaging, and go-to-market across a portfolio of 20+ programs, with clear accountability for enrollment and revenue.
For the Inauguration program, we introduced Chase the Race, a campaign designed to engage students early and bring them into the election process. Students submitted videos on issues they cared about, and a select group joined us on the campaign trail - attending major political events and producing a student-led content series.
In parallel, we used audience insights and geo-targeting to tailor messaging and programming across regions, ensuring relevance while maintaining a balanced, inclusive experience.
What Changed
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Marketing evolved from primarily direct response to a more integrated, student-centered strategy that combined storytelling, digital engagement, and targeted outreach. Programs were repositioned with clearer value propositions and more compelling narratives, helping both students and parents better understand the experience and its impact.
For the Inauguration program, Chase the Race generated new visibility and engagement, with fresh content and a renewed interest in the experience. The program itself was elevated with a diverse lineup of speakers and a stronger emphasis on dialogue and student voice, reinforcing its relevance in a complex moment.
What It Made Possible
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The shift in strategy helped close the enrollment gap and meet program targets during a challenging cycle. More broadly, it repositioned the brand as more modern, engaging, and relevant - particularly with students, who became more active participants in both the marketing and the experience itself.
The campaign and updated programming also created a foundation for ongoing storytelling and content development, giving the company new ways to engage its audience and sustain interest beyond a single enrollment cycle.
How I made it happen
