HOW BOSTON COLLEGE
BOOSTED ITS MBA CLASS
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.