Advisory 83 · Proposal Exhibit O · Redacted Sample

Fractional CMO & Enrollment Marketing Leadership

Prepared for East Carolina University. A sample 90-day assessment and implementation framework, and an executive marketing dashboard drawn from a comparable engagement. Figures are illustrative and anonymized.

Lead: Dr. Aerial Ellis6 months · ~20 hrs/week · ~520 hrs
Principle 01

Diagnose before prescribing

Principle 02

Connect activity to enrollment

Principle 03

Lead across boundaries

Principle 04

Build capability while delivering

Days 1–30Complete

Establish the Baseline

Objectives

  • —Map current enrollment marketing ecosystem
  • —Build stakeholder relationships across Enrollment, UComm, academic units, IR & IT
  • —Review data, campaigns, technology, governance, staffing & agencies
  • —Identify immediate performance opportunities

Deliverables

Stakeholder mapCurrent-state assessmentFunnel baselineCampaign inventoryChannel assessmentTechnology / analytics assessmentInitial quick wins
Days 31–60In progress

Develop Strategic Priorities

Objectives

  • —Identify highest-value audiences
  • —Evaluate segmentation & positioning
  • —Identify funnel barriers
  • —Evaluate channel effectiveness
  • —Define priority campaigns
  • —Establish KPI architecture

Deliverables

Audience / segmentation frameworkFunnel opportunity mapChannel strategyCampaign prioritiesKPI frameworkDashboard requirements
Days 61–90Upcoming

Activate the Roadmap

Objectives

  • —Translate findings into implementation
  • —Launch priority optimization initiatives
  • —Establish executive reporting
  • —Formalize governance & accountability
  • —Build the 6–12 month roadmap

Deliverables

90-day implementation reportExecutive dashboardCampaign optimization prioritiesGovernance recommendationsTesting framework6–12 month roadmap

Assessment lenses

Funnel mapped end to end:

Awareness → Engagement → Inquiry → Application → Admission → Deposit → Enrollment

Organizational & governance
Audience & segmentation
Funnel conversion & drop-off
Channel & campaign
Technology, CRM & attribution
Measurement & reporting

Governance cadence

Weekly
Leadership touchpoint & priority review
Bi-weekly
Campaign & funnel performance review
Monthly
Executive review: KPIs, risks, decisions
Day 30 / 60 / 90
Phase-gate readout to executive sponsor

Sample dashboard is redacted to protect confidential, proprietary, and personally identifiable information. © Advisory 83