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University of Maryland Robert H. Smith School of Business, MS in Accounting

Integrated Campaign (Collateral, Advertising)

About the Client

The Robert H. Smith School of Business at the University of Maryland launched its Executive Masters of Science (MS) in Accounting with an optional focus on Internal Auditing in the fall of 2006. The program is targeted to director-level staff in Big Four accounting firms (partners, chief internal auditors, inspector generals, and other decision-makers), as well as accountants, finance professionals, and undergraduate accounting and finance students.

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Challenge

  • Create regional and national awareness of the new program.

  • Develop a look-and-feel for marketing and advertising materials that is visually appealing to and resonates with the target audiences, and highlights the unique benefits of the program.

  • Drive inquiries to website (>1,000).

  • Yield consistently high attendance for one-on-one consultations and group information sessions.

  • Admit 20 students to first cohort beginning in fall 2006. the LMD solution.

  • Created a strong benefits-oriented message for the program, supported by a look-and-feel that leveraged the existing Smith brand.

  • Developed a focused print advertising campaign that included placements in national and regionally focused (mid-Atlantic) accounting trade association magazines.

  • Complemented the print advertising campaign with online banner advertising on trade association's websites, as well as on websites targeting undergraduate accounting students.

  • Implemented a targeted direct mail campaign to both students and professionals.

Solution

  • Created a strong benefits-oriented message for the program, supported by a look-and-feel that leveraged the existing Smith brand.

  • Developed a focused print advertising campaign that included placements in national and regionally focused (mid-Atlantic) accounting trade association magazines.

  • Complemented the print advertising campaign with online banner advertising on trade association's websites, as well as on websites targeting undergraduate accounting students.

  • Implemented a targeted direct mail campaign to both students and professionals.

Outcome

The program enrolled 30 students to the first cohort, exceeding the admission goal by 50%.