Syracuse University —The Orange MBA
My agency was tasked with quickly spreading awareness and generating qualified leads for the Syracuse Whitman School of Management’s full-time, on-campus MBA——a challenge impacted by a number of competing MBA programs, including Syracuse’s own online offering.
Strategy
The MBA market is a crowded one, and competition for students is steep, especially in light of waning full-time program demand. With a small budget and tight time frame, Furman Roth strategically divided audience spend and media mix around Syracuse alumni and current students, qualified veterans, recent graduates in target markets, GRE test takers within the last six months, and visitors retargeted from specific Syracuse web pages.
Creative
We took a distinctive approach, creating stark orange ads with lots of linguistic sheen and ample negative space. Once we had saturated our audience pool, we then refreshed the campaign by adding beautiful photography of real Syracuse MBA students, and furthered the messaging by leveraging our campaign's established value by keeping our typography and tone the same.
My Role in the Project
As creative lead, I created 3 different campaigns to pitch to the client—both the art and copy for each. Each approach was distinct, but they all adhered to the USPs articulated in our kick-off meetings. Our goal was to highlight the master brand, the powerful alumni network, and the caliber of a Syracuse graduate education.
After the client selected the campaign shown here, I then managed the process of modifying the campaign based on their comments, and building out the campaign across various media and sizes.
In conjunction with the creative, I created a landing page and automated email response campaign, in an effort to drive prospective students further down the funnel into lead-generation. This process involved heavy collaboration with the client and resulted in a robust campaign for which we generated 127 qualified leads.
