You asked where outbound can help with students, dental offices and the new test prep course. This is the answer: four workstreams, each with one offer, one audience and one map, and a plain line between where we are strong and where we are not.
Prepared for Josh Twiss, DDS and Kim Moore, JD · October 2026
Twenty locations in five states, a new learning platform, a national test prep course about to launch, and a marketing hire landing in weeks. Here is where the current motion strains.
Job boards fill classes, but the spend is heavy and Napa and Myrtle Beach are the hardest to fill. You want a cheaper route you can test in two markets and roll out.
You have already paid for the interest. Conversion is the problem, not volume, and most of those people have never seen the new platform.
Practices host sessions, place graduates and know people who would make good assistants. There is no systematic way to reach them yet.
The national test prep has an obvious Arizona audience: groups with staff who are not yet certified. Nothing is built to reach them.
On the call you described three areas. They split into four workstreams. Test prep follows state regulation, so it runs by state. Everything that feeds the school follows where you have a campus, so it runs by city.
Arizona assistants need DANB exam results to legally take x-rays and a DANB exam plus a state certificate to polish. A new law creating an oral preventive assistant role requires both first. Certification decides what a practice can legally do with each hire, so the problem has a cost and a clock.
A practice that is already hiring gets trained local graduates with no job-board spend and no recruiter fee, backed by your placement promise. Every message also asks for referrals of people who would make good assistants, so the same campaign feeds the school.
Counselors, career centers and workforce boards see the 18 to 25 audience every day and are measured on getting people into work. A 10-week, Saturdays-only path to a job with a 90-day employment promise is an easy thing for them to recommend. Slower than offices, but it compounds into a referral channel.
These people already raised a hand. A short, plain message about what changed, the new platform and the next class date, gives them a reason to look again. Kim and Marianne doubt email reaches this group. Josh sees value. A measured slice answers that with data.
Workstreams 1 to 3. Businesses with a website, a named decision maker and a reason to care. That is what our research, signals and reply handling are built for.
Workstream 4. Nurture work rather than prospecting. Legitimate because the leads opted in, and worth running small so the result is a number, not an opinion.
Cold outreach to job seekers who have never heard of Indigo. Consumer cold email is a gray area and not where we are effective. Your job-board motion already does that job.
We watch for the moments when each audience has a reason to act, do the research, and reach them within days with a reason to reply.
"Saw the assistant postings across your Mesa and Chandler offices. Each new hire needs to pass the state-required exams before they can take films. Worth a look at how we get them there before it becomes a scheduling problem?"
This is the shape of a first email, not the final words. Every email is written in Indigo’s voice and approved by you before it sends.
A real market and a finite one. Strong enough for a first campaign, small enough that it should run alongside the campus work rather than carry the engagement alone.
Offices, gatekeepers and the re-engagement slice, all within range of the campus. Office counts for each city are mapped during onboarding and shared before anything sends.
Indigo supplies the states where the course applies. Each one adds a list; the copy, signals and process carry over.
Over 100 positive responses, 45–55+ meetings booked, 80% hold rate.
They rebuilt our GTM motion from B2C to B2B without losing a quarter.
A location is a campus city for the school or a state for test prep. Every location gets the same fixed set of work, so you always know what you are buying.
Four-month pilot with a 14-day exit provision. LinkedIn outreach and warm calling are optional add-ons. Your published tuition range is $6,500 to $8,500, so a one-location pilot pays back at roughly three enrollments before your cost to serve. Test prep return depends on a course price we do not yet have.
The seven-page brief covers what we heard, each workstream, market sizing, sources and open questions.