Boston College’s Carroll School of Management came to us with the need to make an immediate impact on their part-time MBA enrollment. Within just a couple of weeks, we designed a strategic media and email campaign targeting their existing inquiry pool and quickly filled 90% of their empty seats. CCA was next tapped to help advance BC’s MBA brand while continuing to bolster enrollment. We developed a new messaging platform and tagline for the School, “Become Iconic,” which leveraged the classic elements of the BC MBA and the power of the globally respected BC brand. We positioned the BC MBA as a timeless yet relevant MBA, responsive to employers’ ever-changing needs; taught by world-class, thought-leading scholars; and touting a fiercely loyal alumni network and career development team giving students immeasurable resources for success. Our work included print collateral, photography, video, and a comprehensive media campaign in the Boston market, including traditional awareness media, content marketing, targeted digital media, and more.
Part-time MBA enrollments increased by 17%.
According to GMAC’s Boston benchmark survey, BC’s part-time MBA awareness increased by over 95%.
Full-time MBA enrollments increased by 25%.
BC earned the highest favorability rating of 1 out of 10 regional institutions (followed by BU, then Babson and Northeastern).