Case Study — Higher Ed / AI
Humanizing AI: a strategic brand and content approach
The Roux Institute had cutting-edge AI programs and a story nobody could hear. I repositioned the brand around human impact, built the content engine, and then proved it with a funnel that generated six figures from email alone.
01 The Challenge
Cutting-edge programs, invisible value
Despite offering cutting-edge AI and custom learning services, The Roux Institute struggled to communicate its value clearly. The brand wasn't well known, and neither was the value its partnerships and programs could bring to potential partners.
Marketing efforts were channel-specific and lacked a cohesive narrative tying together the Roux's innovation, impact, and warmth. They needed a modern, multi-touch strategy that converted interest into meetings and sales, and fast.
02 What I Delivered
03 The Process
Strategy & Positioning
- Repositioned the Roux from a sterile "tech institute" into a mission-driven partner, with a narrative centered on human impact through intelligent systems
- Developed channel-specific, goal-driven roadmaps aligned with the Roux's core objectives
- Created segmented offers and landing pages to personalize campaigns and increase conversions
Content & Storytelling
- Produced high-impact video to humanize the brand, spotlighting leadership, learners, and partner success stories
- Filmed and distributed partner event recaps showcasing subject matter expertise
- Captured vibrant photo content used across social, web, and partner decks
Funnel & Automation
- Built landing pages tailored to distinct verticals: AI solutions, custom learning, partnerships
- Launched email campaigns synchronized with site content and lead-gen efforts
- Sold a $275 enterprise AI workshop through email as the only channel: $100K+ in direct sales in 3 months
- Designed evergreen assets supporting HR, Business Development, and Sales enablement
— Featured Video
Bangor Savings Bank's AI Strategy: Insights from SVP Amber Heffner-Cosby — produced for The Roux Institute
$250,000 campaign production where Muyinza served as producer, managing a large cross-functional team and coordinating senior partners and departments.
Muyinza helped us see ourselves in a completely new light. He brought fresh ideas, a bold creative vision, and consistently pushed us beyond our comfort zone, which always led to great results.Liz Kohler Managing Director of Strategy & Operations, The Roux Institute
04 The Results
Content that closes, not just impresses
$100K+
in direct custom learning sales — a $275 workshop sold through email alone, in 3 months
$2.2M
in research and custom learning services closed with help from strategic content assets
Evergreen
video and social assets now fueling recruiting, sales enablement, and lead nurturing across departments
Cross-campus
visibility and engagement growth through branded content collaboration
