Challenge

LMD was tasked with developing an EMBA campaign to:

• Reach niche target audience—entrepreneurial-minded, senior-level executives.
• Enhance Smith’s visibility, stature, and brand recognition among niche market against the backdrop of an economic recession, declining MBA program admissions, and fragmented media landscape.
• Maximize awareness of the “leadership development” aspect of the program.
• Increase total enrollment by 30%.

Solution

• Conducted research to determine program strengths and differentiators.
• Created a branding and messaging platform based on student feedback (“Impact Starts Here”) that emphasized the executive development experience—specifically, leadership development.
• Developed and implemented a strategic marketing plan, including outreach to potential students and employers.
• Developed a user-friendly microsite featuring student testimonials in both text and video.
• Developed and launched an integrated advertising campaign, including radio, online, print, and interactive ads directing the audience to the microsite.
• Developed a program brochure and distributed via direct mail as a follow-up to student inquiries.

Outcome

• The program enrolled a total of 42 students, with 36 matriculating to this cohort.
• Total enrollment figures exceeded goals by 40%.
• Outcomes translate to a 40% profit increase from the previous year – I don’t think we can say this – we have no idea of the profit and I don’t think it is the right concept for higher ed.  The only other point is that we could say something about the quality of the student but not sure how to do that without coming off as elitist or even offensive to prior students.