Re-Engaging Cold Prospects with Decision-Driven Content

Objective:
NuPaths, a tech training and career preparation organization, needed to reignite engagement among prospects who had stopped responding to calls, texts, and emails after their initial inquiry about its programs.

Challenge:
Many leads filled out interest forms but went cold, showing no engagement with ongoing outreach. NuPaths needed a new strategy to reconnect with these prospects and provide the information they needed to move forward.

Created a visual showcasing employers who hire NuPaths grads, with testimonials to highlight career outcomes and support enrollment decisions.

Strategy:
Refocused the marketing approach to deliver high-value, decision-making resources instead of traditional sales messaging. Key tactics included:

• Segmented leads based on inactivity and program interest to better target outreach.

• Delivered resource-rich content, including career guides, salary breakdowns, and testimonials to support decision-making.

• Featured real student success stories to build trust and show clear outcomes.

• Used authentic, supportive language to meet prospects where they were, without pressure.

• Integrated SMS follow-ups to send timely nudges with downloadable tools and helpful links.

Why We Shared Theresa’s Story

Theresa’s story resonated with adults seeking a fresh start. Her testimonial built trust, showed what’s possible, and inspired hesitant leads to take the next step.

Results:
✔️ 30% of previously unengaged leads re-engaged with content.
✔️ More prospects downloaded resources and responded to follow-ups.
✔️ Increased inbound questions from prospects ready to make a decision.