Alliant University partnered with Hall of Media to implement a transformative demand generation strategy designed to accelerate the applicant pipeline for its flagship programs. My strategic recommendation was to move away from rigid budget allocations and adopt a more dynamic, fluid model — allowing resources to shift between key programs and schools in real time.

This flexible approach enabled me to capture demand more efficiently and align closely with the university’s evolving priorities, including the Masters of Social Work program. The result? Pipeline forecasts for qualified applicants were exceeded, while spend was optimized and overall efficiency significantly improved.