At the time when the Boston College Carroll School of Management reached out to CCA, the MBA market in general in Beantown had been in a downturn since 2008. That being said, BC needed to make an immediate impact on their part-time MBA enrollment and asked CCA to help run some radio ads. Always wary of single-vehicle media buys—and well aware of the Boston media market and what BC wanted to accomplish—we suggested a different route.

Rather than run radio ads, we flipped the funnel: we designed a strategic email campaign to convert applicants already interested in earning their MBA. One thing led to another, and the following semester, we rolled out a fully integrated marketing plan that consisted of everything from content marketing to new print collateral.

Boston College MBA - Become Iconic. Video

The initial email campaign saw great results—filling 90% of the empty seats for the class in just a few weeks and causing a sea of change at BC. With the fully integrated plan in place, they further increased enrollment in the part-time program as well as improved the quality of applicants and preference among MBA students in Boston.

30 %

increase in the applicant pool


automated nurture emails sent to prospective and admitted students


impressions delivered