University of Maryland Robert H. Smith School of Business (2005)
Higher Education | Integrated Campaign
(Collateral, Advertising)
About the Client
The Robert H. Smith School of Business is an internationally recognized leader in management education and research. Smith selected LMD as its marketing partner in 2005 to develop and execute strategic marketing programs for all of its masters-level programs, including the school’s Executive MBA (EMBA) program, which Smith introduced in 2004 to address the needs of senior-level working professionals seeking masters-level education.
Challenge
Improve Smith’s visibility, stature, and brand recognition among its target audiences.
Capture shrinking market share by differentiating Smith’s EMBA offerings from those of its competitors.
Increase awareness of the distinction between Smith’s EMBA and MBA programs, and push the unique benefits/advantages of Smith’s EMBA program.
Generate >1,000 student inquiries, ensuring high attendance at information sessions.
Recruit a minimum of 30 enrollees in program.
Solution
Conducted focus groups and a media survey with current EMBA students to determine the messages, marketing channels, and media venues that successfully reach the target audience.
Created a branding and messaging platform with a memorable marketing message (“Take the Lead”) that differentiated the Smith EMBA from similar EMBA programs by emphasizing the program’s leadership and executive coaching features.
Developed and implemented a strategic marketing plan for the 2006 EMBA program.
Developed and deployed a comprehensive, integrated media plan, which included print, radio, and online advertising, as well as direct mail.
Created specific URL addresses and pages designated for the various media to track responses.
Outcome
Generated >2,900 inquiries for the EMBA program over the six-week campaign.
Increased pipeline to 75 qualified students for the subsequent enrollment period.
Exceeded enrollment requirements by 25%.