Objective

The Broad College of Business at Michigan State University in Lansing, MI, wanted to create an integrated marketing campaign to drive enrollment and inquiries for the Executive MBA program.

Action

To stand out in a crowded MBA category, we needed to raise awareness for the program by leveraging real stories of successful alumni.

Through a mix of qualitative and quantitative research including the aggregation and analysis of survey data, university 1st party data, alumni and current student interviews, and an analysis of cultural trends, we identified persuasive program features and three key audience targets. This research served as the foundation of our campaign, informing the advertising messaging and brand positioning. 

Our messaging highlighted the short-term conveniences and long-term career benefits via successful alumni stories, which resonated with our audience of high-achieving, busy professionals. Our strategists developed efficient search, programmatic display, and LinkedIn campaigns, targeting likely candidates. Campaign efforts also included billboards, radio, and print ads in key trade magazines. Our photo and video partners joined us on a 5-day shoot across Michigan producing high quality photography and video, and our creative team wove these elements into the campaign.

The research and production work started during May of 2017 with a campaign launch in November of that year.

Outcome

Our award-winning (UPCEA MEMS Silver Award) integrated marketing campaign increased inquiries 20% year-over-year.