The Carlson School of Management is a nationally ranked business school offering a range of programs for undergraduate and graduate students. The full-time MBA program aims to recruit high quality business school graduates, competing with programs across the country and around the world.
Objective
The MBA admissions team partnered with my team to develop an email marketing strategy. Their objective was to increase student applications for the upcoming term.
Strategy
My team developed this national email campaign to address a common misconception the Carlson School faced: too often, prospective MBA students choose a competing business school to avoid the frigid, snowy, dreary winters in Minnesota.
The audience included MBA program prospects who expressed interest in the Carlson School, but who had not yet applied.
The creative concept aimed to dispel myths about the weather in Minneapolis, and frame the campus as an inviting place for emerging leaders.
Impact
These ads converted audiences from latent interest to action. The campaign showed a higher-than-average open rate, drove traffic to the website, and increased the number of students applying to the programs.
