Brand Messaging, Integrated Marketing
The UC Santa Barbara Master of Technology Management is intended for only the most exceptional students hailing from engineering, science, mathematics and quantitative social science backgrounds. When we first met, the MTM was a brand new program at UCSB with no brand recognition. Given the nuances of the academic offering and its highly technical–and highly niche– target audience, the goals of this initiative were more complex than simply driving the quantity of students. UC Santa Barbara needed to recruit the right students who sought not just another technical education, but a full-time, immersive experience that teaches the necessary business acumen and leadership skills required to become a manager in the technology industry.
In partnership with MTM stakeholders, VisionPoint developed a suite of brand pillars and attributes which centered around a core messaging strategy.
VisionPoint then developed an integrated marketing strategy and plan to reach prospective students at each stage of the engagement process, from awareness through enrollment. The integrated approach leveraged a multi-channel media plan of engagement-focused digital and traditional advertising, coupled with content marketing, to compel prospective students to deepen their engagement with the MTM.
VisionPoint executed the integrated marketing plan in partnership with MTM. The integrated approach generated over 800 qualified prospective student leads in four months of execution. Given that the target enrollment was 20-30 students per cohort, the ample supply of quality leads ensured that MTM was able to pick from the cream of the crop.