Virginia Commonwealth University – School of Business
Strategy to Scale
Our work with Virginia Commonwealth University’s School of Business demonstrates our ability to scale a university-wide marketing strategy to campaigns at both the school and program levels. We developed campaigns for the Executive MBA, Evening MBA, Online MBA, Master of Supply Chain Management, and Master of Decision Analytics.
Performance-Driven Budget Allocations
The challenge was to not only allocate media budget to each program according to the strategic priorities of multiple stakeholder groups, but to do so for each digital and traditional channel in the marketing mix. The end result was an elaborate web of program-channel priorities, inclusive of more than ten diverse channels such as geofencing display, retargeting and billboards.
More Than Enough Creative
To execute the plan, we developed a brand-driven creative concept centered around the phrase, “More Than…” which guided the production of compelling, relevant, consistent messaging and tone across a broad spectrum of digital and traditional media channels for each program within the School of Business.
Maximum Efficiency with a Finite Media Budget
As part of our standard hands-on approach to campaign management, we applied the following tactics to maximize client ROI: A/B testing on ads; reallocating funds from poor performing channels to stronger ones; making best-practice optimizations over time to get CPMs and CPCs as high as possible; keeping a balance of awareness channels in play on top of the primary goal of lead-generating, conversion-focused channels.
Results That Matter
As a result of our work, we’ve been able to drive leads for the Online MBA and Executive MBA programs at costs well-below industry averages for graduate programs, as well as helped VCU’s Master of Supply Chain Management program meet its application volume goal less than halfway into our campaign.