Renal Care Training Institute (RCTI) brought me on board to help establish the company as the premiere dialysis training school in the San Fernando Valley. My first task was to create a marketing strategy that identified customer roles and created a branding message around the success that RCTI students were achieving. Within 30 days, we had a plan in place and began to redefine the organization around the individual stories of RCTI students. Some students were seeking a career for the first time, while some were looking to rejoin the workforce. Others simple wanted a viable way to achieve healthcare while working full time. Overall, we were able to create a powerful brand narrative around the transformative opportunities Renal Care Training provided to their students.