90-Day Digital
Marketing Plan
GUS North America · Network of 14 Institutions · Remote, Eastern Canada
A strategic roadmap to strengthen digital acquisition across GUS North America's network of 14 institutions — driving enrolment through PPC, paid social, SEO, and marketing automation across medical, business, technology, healthcare, and language programs.
Strategic Preview
This page was independently prepared as a focused strategic thinking sample based on GUS North America's public role description, institutional network, and digital channel presence.
Bruno Santiago
Digital Marketing Strategist · CEO, Imagina Digital · Fractional CMO
The Network
GUS North America: broader than medical
GUS North America is not exclusively a medical education company. It operates 14 institutions across Canada, the USA, and the Caribbean — spanning medical schools, healthcare, STEM, business, technology, arts, and language programs.
⚠️ Note on scope
The exact scope of the Digital Marketing Manager role (whether it covers all 14 institutions or a specific subset) was not confirmed from the job post. This plan was prepared based on publicly available information from gusnorthamerica.com and the LinkedIn job posting. The Caribbean medical schools were highlighted as a strategic focus based on their distinct marketing needs — not as a confirmed limitation of the role.
Also in the GUS North America network
Current Digital Presence
GUS North America's active digital channels
Based on public research, GUS North America maintains an active presence on these four platforms. Each presents both an existing foundation and an opportunity to grow.
10,000+ followers
Primary professional channel — student recruitment, employer branding, institutional news
1,605 followers · 937 posts
Visual storytelling — campus life, student highlights, events, and program showcases
299 followers
Community engagement and retargeting audience — prospective students and families
YouTube
@gusnorthamerica59 subscribers · 13 videos
Video content — institutional stories, leadership interviews, program previews
⚠️ Channel Gaps Identified
No active Twitter/X presence found. No TikTok account detected. Individual institutions likely maintain their own separate digital channels — a key audit item in Days 1–30 to map the full ecosystem across all 14 schools and identify duplication or cannibalization.
Current State — Channel Screenshots
* Instagram and Facebook mockups are illustrative representations. LinkedIn mockup is AI-generated for layout reference.
Goals
Strategic objectives
Drive qualified enrolment across the GUS network
Increase high-intent student applications across all GUS North America institutions through targeted digital campaigns and optimized conversion funnels.
Unify digital marketing across 14 institutions
Build a cohesive strategy that serves the full network while tailoring messaging by program type — medical, healthcare, business, tech, arts, and language.
Improve inquiry-to-application conversion
Identify funnel drop-off points and implement A/B-tested improvements to landing pages, forms, and email nurturing flows across all institutions.
Build scalable marketing infrastructure
Establish repeatable campaign systems, attribution dashboards, and automation workflows that can grow with GUS's expanding institutional network.
Content Direction
Sample Instagram posts
A preview of the content tone, visual language, and brand positioning I would bring to GUS North America's social channels — professional, institutional, and aligned with the brand.
Post 1 — Industry Partnerships
Strong partnerships create stronger outcomes. GUS North America helps connect institutions, industry, and communities to support student success and workforce readiness across North America.
— Global University Systems North America
Post 2 — Innovation & Future-Ready
As education evolves, institutions need to stay connected to the skills and sectors shaping tomorrow. GUS North America highlights innovation, academic relevance, and practical pathways for the future of work.
— Global University Systems North America
Post 3 — Leadership & Institutional Impact
Great institutions need strong leadership, clear vision, and meaningful collaboration. Across its network, GUS North America continues to support growth, innovation, and long-term impact in higher education.
— Global University Systems North America
* Sample posts generated to illustrate content direction, visual tone, and brand alignment for GUS North America's social channels.
The Plan
My first 90 days
Discovery & Data Analysis
Actions
- Audit all digital channels: LinkedIn, Instagram, Facebook, YouTube
- Analyze Google Ads and Meta Ads performance across institutions
- Review landing pages and lead capture funnels for key schools (Saba, MUA, UCW, TSoM)
- Assess CRM setup and lead-to-application pipeline visibility
- Review SEO rankings for medical, business, tech, and healthcare program keywords
- Benchmark competitors by program type across the GUS network
- Map student journey from first touch to enrolment confirmation
- Evaluate email nurturing flows for international and domestic applicants
Deliverables
- ✓ Cross-channel performance snapshot (GUS network)
- ✓ Quick wins priority list
- ✓ Funnel gap analysis and optimization roadmap
Campaign Optimization & Funnel Improvements
Actions
- Restructure Google Ads campaigns by institution, program type, and audience
- Optimize Meta Ads targeting across medical, business, tech, and healthcare audiences
- Improve landing pages for priority institutions with highest lead volume
- Implement A/B tests for lead forms and CTAs across key funnels
- Strengthen LinkedIn presence for institutional branding and employer partnerships
- Refine email nurturing flows by program stage, geography, and institution
- Align tracking: GA4, Google Tag Manager, CRM attribution
- Improve lead qualification between marketing and enrolment teams
Deliverables
- ✓ Restructured campaign architecture (Google + Meta)
- ✓ Improved landing pages with higher conversion rates
- ✓ Unified analytics dashboard for all institutions
Growth Experiments & Scaling
Actions
- Launch targeted campaigns for Caribbean medical schools and Canadian institutions
- Expand SEO strategy: long-tail keywords by program, location, and audience intent
- Activate YouTube and video content strategy for institution and program storytelling
- Test retargeting across Meta and Google for high-intent visitors per institution
- Build scalable reporting dashboards across all 14 GUS institutions
- Develop a replicable campaign playbook for new and lower-performing schools
- Identify new acquisition channels: TikTok, programmatic display, partnerships
Deliverables
- ✓ Optimized digital acquisition engine across GUS network
- ✓ Multi-institution growth experiments roadmap
- ✓ Quarterly marketing strategy recommendations for leadership
Discovery & Data Analysis
- Audit all digital channels: LinkedIn, Instagram, Facebook, YouTube
- Analyze Google Ads and Meta Ads performance across institutions
- Review landing pages and lead capture funnels for key schools (Saba, MUA, UCW, TSoM)
- Assess CRM setup and lead-to-application pipeline visibility
- Review SEO rankings for medical, business, tech, and healthcare program keywords
- Benchmark competitors by program type across the GUS network
- Map student journey from first touch to enrolment confirmation
- Evaluate email nurturing flows for international and domestic applicants
Deliverables
- ✓ Cross-channel performance snapshot (GUS network)
- ✓ Quick wins priority list
- ✓ Funnel gap analysis and optimization roadmap
Campaign Optimization & Funnel Improvements
- Restructure Google Ads campaigns by institution, program type, and audience
- Optimize Meta Ads targeting across medical, business, tech, and healthcare audiences
- Improve landing pages for priority institutions with highest lead volume
- Implement A/B tests for lead forms and CTAs across key funnels
- Strengthen LinkedIn presence for institutional branding and employer partnerships
- Refine email nurturing flows by program stage, geography, and institution
- Align tracking: GA4, Google Tag Manager, CRM attribution
- Improve lead qualification between marketing and enrolment teams
Deliverables
- ✓ Restructured campaign architecture (Google + Meta)
- ✓ Improved landing pages with higher conversion rates
- ✓ Unified analytics dashboard for all institutions
Growth Experiments & Scaling
- Launch targeted campaigns for Caribbean medical schools and Canadian institutions
- Expand SEO strategy: long-tail keywords by program, location, and audience intent
- Activate YouTube and video content strategy for institution and program storytelling
- Test retargeting across Meta and Google for high-intent visitors per institution
- Build scalable reporting dashboards across all 14 GUS institutions
- Develop a replicable campaign playbook for new and lower-performing schools
- Identify new acquisition channels: TikTok, programmatic display, partnerships
Deliverables
- ✓ Optimized digital acquisition engine across GUS network
- ✓ Multi-institution growth experiments roadmap
- ✓ Quarterly marketing strategy recommendations for leadership
Channels
How each channel drives enrolment
Grounded in GUS North America's confirmed digital presence and the diverse needs of its 14-institution network.
Google Ads (PPC)
Likely active
Search campaigns capturing high-intent students across medical, business, technology, healthcare, and language programs — structured by institution and program for precise budget control.
Meta Ads (Facebook & Instagram)
Active presence confirmed
Awareness and retargeting campaigns reaching prospective students, career changers, and international applicants across the full GUS North America program portfolio.
9,700+ followers
9,700+ followers. Key channel for employer branding, institutional partnerships, and reaching working professionals considering graduate, business, or healthcare programs.
YouTube
Active channel
Active channel with institutional stories, leadership interviews, and program content. Strong opportunity to expand with student testimonials and virtual campus tours across all institutions.
SEO & Content Marketing
Opportunity to strengthen
Long-term organic growth through program-specific keyword targeting, institution landing pages, and thought leadership content across medical, business, and technology verticals.
Email Marketing & Automation
CRM-dependent
Nurturing sequences guiding prospects from inquiry to application — personalized by institution, program, and applicant stage — integrated with CRM for full attribution.
Performance
Measurement & KPIs
Every decision grounded in data — tracked across all GUS institutions with full attribution from first click to confirmed enrolment.
Cost per Lead
By channel, school, and program
Lead → Application Rate
Funnel conversion efficiency
Application → Enrolment
End-to-end enrolment conversion
Campaign ROI
Revenue attributed to marketing
Social Engagement Rate
LinkedIn, Instagram, Facebook, YouTube
Organic Traffic Growth
Month-over-month SEO gains per institution
Beyond individual metrics, I would build a unified enrolment dashboard — connecting GA4, Google Ads, Meta Ads, LinkedIn Campaign Manager, and CRM pipeline data — giving leadership full visibility from first click to enrolled student across all 14 institutions.
Beyond 90 Days
Long-term growth opportunities
International student campaigns
Targeted digital campaigns reaching prospective students in key source markets: India, Nigeria, Latin America, Canada, the USA, and the Caribbean — tailored by program and institution.
Partnership & pipeline marketing
Co-marketing with undergraduate programs, advising centers, and corporate partners to capture students earlier in their decision journey.
Content & thought leadership
SEO-driven content strategy covering career outcomes, program spotlights, and institutional news — building organic authority across all GUS verticals.
Virtual open days & webinars
Digital events for prospective students converting awareness into applications with live institution showcases, program Q&As, and alumni panels.
Cross-institution reporting
A unified marketing dashboard providing leadership with full funnel visibility across all 14 GUS North America institutions.
Marketing automation & lead scoring
Advanced CRM workflows and lead scoring aligned with enrolment teams to improve response time and applicant quality across the network.
Built for enrolment growth, not just marketing metrics
The strongest education marketing work connects campaign performance to real enrolment outcomes — not just leads, but accepted students and enrolled cohorts.
With 14 institutions serving 35,000+ students across Canada, the USA, and the Caribbean, GUS North America needs marketing infrastructure that scales — and that's exactly what this plan is designed to build.
The Candidate
Bruno Santiago
Digital Marketing Strategist · CEO, Imagina Digital · Fractional CMO
International Marketing · Remote-First · Brazil · Canada · Portugal
I bring 15+ years of experience in international digital marketing, lead generation, and multi-channel campaign strategy. My background spans digital strategy for education, B2B, and consumer brands — with a track record of building marketing systems that generate qualified leads and support business growth goals.
Next Step
Ready to drive enrolment growth across GUS
This strategic plan was independently prepared based on GUS North America's public role description, institutional network, and confirmed digital channel presence. I'd be glad to discuss it.
Who I Am
BRUNO
SANTIAGO
Founder, Imagina Digital / Marketing Strategist
Background
Journalism + 12 years in digital marketing. I explain things people cannot explain for themselves.
Agency
Founded Imagina Digital in 2014. 300+ projects in tech, education, immigration and consulting.
International
Worked between Brazil, Canada and Portugal. I understand how innovation ecosystems operate in different markets.
Availability
Open to exclusive, full-time dedication, upon negotiation.
Beyond the Agency
ECOSYSTEM
BUILDER.
I have been involved in business associations and innovation ecosystems since 2012. I understand how institutions, startups and governments connect.
ACIF
Member & Communicator
2012–2015
Affiliated member of the Commercial and Industrial Association of Florianopolis, one of Santa Catarina's most established business networks, connecting entrepreneurs, industry leaders and public institutions.
ACATE — Internationalization Group
Participant
2023–2024
Joined the internationalization working group of Santa Catarina's leading tech association. Engaged in discussions on market expansion, innovation ecosystems and cross-border business development.
Startup & Innovation Events
Attendee & Networker
2013–Present
Collision (Toronto), Web Summit (Lisbon), Vancouver Startup Week, Unicorn Factory (Lisbon), Boost Nest (Lisbon), Startup Summit (Florianópolis). Present in the rooms where ecosystems are shaped.
EGC / UFSC
Visiting Student
2024–Present
Attending selected master's-level courses at UFSC's Knowledge Engineering & Management program (PPG-EGC) as an independent student, building academic connections with researchers and professionals working in data science, AI, innovation and technology.
Next Step
LET'S
TALK.
30 minutes. I walk through this report with you, answer questions, and we see if this is the right fit for both sides.