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East West College (EWC) is a world-renowned school of healing arts dedicated to training the next generation of massage therapists. Nestled in the heart of Portland, Oregon, EWC has become a beacon for students from across the country and the globe. However, in 2013, the school faced significant challenges as shifting market dynamics and declining interest in traditional career paths threatened its ability to attract and retain students. Recognizing the need for a transformative strategy, EWC partnered with Watson Creative to revitalize its brand, improve recruitment, and broaden its appeal.
EWC’s challenges were multifaceted. The school needed to redefine its narrative to resonate with both traditional students and career changers, while also addressing growing competition in the education sector. Watson Creative began by delving into the core values and unique attributes of EWC, uncovering its strengths in offering a 12-month degree program, affordability, and a low-stress, entrepreneurial career pathway. These became the foundation of a refreshed brand strategy aimed at positioning EWC as a leader in massage therapy education.
Over a decade of collaboration, Watson worked closely with EWC’s leadership to refine every aspect of its marketing, recruitment, and retention strategies. Through comprehensive research, stakeholder interviews, and audience analysis, Watson identified the key motivators for prospective students, including the growing demand for careers in health and wellness, the potential for self-employment, and the power of healing.
Watson’s approach to building EWC’s success was grounded in integrated branding and messaging. At the heart of the strategy was the tagline, “The power to heal is in your hands,” which encapsulated the transformative potential of a career in massage therapy. This messaging was woven into every touchpoint, from on-campus activations to online campaigns. Videos played a critical role, providing prospective students with inspiring insights into the benefits of the program and the fulfilling career opportunities it unlocks.
To ensure sustained growth, Watson introduced a structured marketing calendar aligned with EWC’s enrollment cycles in December, March, June, and September. Digital campaigns focused on building brand awareness and nurturing leads through informative content about the massage therapy industry. At the same time, Watson developed on-ground initiatives, such as local events and partnerships, to engage the community and attract students seeking meaningful careers.
The collaboration between EWC and Watson has yielded remarkable results. Enrollment grew steadily, with students relocating from across the U.S. and internationally to join the program. The refreshed brand and consistent messaging established EWC as a global leader in massage therapy education. Graduates often cite EWC’s comprehensive training and strong sense of community as key contributors to their professional success and personal growth.
This partnership has not only revitalized EWC’s reputation but has also reinforced its mission of empowering individuals to embark on fulfilling careers in the healing arts. By combining emotional resonance with strategic insights, Watson helped EWC navigate industry challenges and build a lasting legacy.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
