The Boston College Carroll School of Management is the business school of Boston College, a private, Jesuit research university with a campus in Chestnut Hill, Massachusetts. Founded in 1938, the Carroll School of Management is regularly ranked among the best business schools in the country. In addition to undergraduate programs, the Carroll School is home to the MBA, MSF, MSA, and PhD programs.View all Work
Enrollment Campaign: MBA
In a crowded market, a part-time MBA needs a full-time strategy.
If you’re going to fill seats, you have to fill your funnel. We developed an integrated marketing strategy where brand awareness led to Boston College’s part-time MBA program exceeding its enrollment goals. This is how we did it.
BC’s Carroll School of Management contacted CCA at a time when demand for an MBA in the heavily competitive Boston higher education market had been in a downturn for almost a decade. They came to us with the need to strengthen their part-time MBA enrollment—starting with an immediate (6-week) impact. Their specific ask? Run a radio campaign for this immediate purpose. But we had other ideas.
In addition to being very familiar with the Boston media market and knowing what it takes to drive graduate enrollments, we’re also always wary of single-vehicle media buys. So we suggested a different route for their immediate needs and tight budget. Using their CRM lists—in addition to GRE and GMAC lists—we produced a number of targeted emails encouraging last-minute applications and deployed paid search. It worked, fast.
Based on those quick-turnaround successful results, BC then engaged CCA in a longer-term strategy that would impact the entire funnel—from messaging to content and beyond.
We began the next phase of work by developing a messaging platform and tagline for the MBA program, “Become Iconic.” These components leveraged the classic elements of the BC MBA and the power of the larger, globally respected BC brand, which we knew would be important in strengthening awareness.
We positioned the BC MBA as a timeless yet relevant MBA.
With the messaging in place, we set out to produce content. On BC’s behalf, we developed print collateral, shot photography and B-roll on campus, designed and managed a BC MBA admissions blog, created digital ebooks and landing pages, and interviewed a handful of students and faculty for short videos that spoke to the program’s unique strengths and curriculum.
At the same time, we developed a comprehensive media campaign in the Boston market that included outdoor and digital tactics.
That’s when the leads rolled in, and as every good marketer knows, the job doesn’t stop there.
To nurture inquirers, applicants, half-apps, and admits, we produced a number of segmented email nurture streams, useful ebooks, and informative landing and thank you pages that continued to move them down the funnel. Each asset was written for a specific persona—like military veterans or working women.
- #1 BC earned the highest favorability rating of 1 out of 10 regional institutions
- 57M Impressions were delivered throughout the campaign
- +25% Increase in full-time enrollments, plus a 17% increase in part-time enrollments