NuPaths

What happens when an IT training school needs more than a website vendor?

STRATEGY

I started working with NuPaths when their digital marketing needed to become more focused, more measurable, and more connected to actual student enrollment. Like a lot of organizations, the conversation could have stayed on the surface: website updates, ads, landing pages, forms, and analytics.

But the real work was bigger than that.

NuPaths needed marketing that understood the difference between a website visitor, an inquiry, an applicant, and an enrolled student. They needed campaigns that could speak to people looking for a better future, whether they were recent high school graduates, career changers, veterans, or workers trying to move into IT and cybersecurity.

Over time, my role grew into a mix of website strategy, digital advertising, analytics, lead tracking, content, and marketing automation. Here’s what we worked on:

• We improved program pages so they focused less on “school language” and more on career outcomes.
• We created landing pages for paid campaigns targeting IT, cybersecurity, tech support, and network training.
• We built Google Ads and social media campaigns around workforce funding, career change, and short-term training.
• We connected forms, tracking, and CRM systems so inquiries could be measured beyond the first click.
• We used analytics to identify which traffic sources were producing real leads, not just website visits.
• We supported scholarship campaigns, employer events, billboard campaigns, and seasonal enrollment pushes.
• AND, yes, we continued improving the website along the way.

What made this project meaningful was that the marketing had a real purpose behind it. NuPaths is not just selling classes. They are helping people take the next step toward a better career.

That is the kind of marketing work I enjoy most: practical, measurable, and tied to something that actually matters.