Fordham University
They already had a good program. We found what it was missing.
YoY
Growth in military-affiliated enrollments
Integrated
Into an existing team and program, not a rebuild
Gap analysis
That surfaced previously unrecognized problems
Beyond media
Strategic guidance extending beyond marketing
The Challenge
Fordham didn't have a broken program. They had a strong offering for military-affiliated students and marketing already working on their behalf. That's a harder brief than a rebuild.
The task wasn't to replace anything. It was to find what a capable, established team hadn't been able to see or reach from the inside, and add it without disrupting what was already working.
The Approach
We integrated with the existing structure first and diagnosed second. Working alongside their team, we mapped the program end to end, identified gaps and unaddressed problems, and built strategy against those specific spaces rather than duplicating effort already covered.
Some of what we found was outside the scope of a traditional marketing team, which is exactly why it had gone unaddressed.
The Work
- 01Integrated directly with Fordham's existing team and program
- 02Full gap analysis across the military-affiliated student funnel
- 03Surfaced and defined problems that had previously been overlooked or misunderstood
- 04Built and delivered strategy against those specific gaps
- 05Ongoing strategic guidance on the broader enrollment challenge, not just media
Results
- Year-over-year increases in military-affiliated student enrollments
- Existing program strengthened rather than replaced
- Clearer institutional understanding of the audience and the obstacles to reaching it
- Strategic input that shaped decisions beyond the marketing function
You don't need everything rebuilt. You need the gaps filled.
Fordham had a strong team and a strong program. We came in beside them and handled the oddly shaped problems a traditional structure isn't built to catch. If something is stalling and nobody can quite name it, that's the work we do best.
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