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.

Boston College MBA - Become Iconic. Video
Results

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

160,000

automated nurture emails sent to prospective and admitted students

57

million
impressions delivered