The Carlson School of Management is a nationally ranked business school offering a range of programs for undergraduate and graduate students. Their goal is to attract high-quality applicants, amid fierce competition from schools across the country.

Objective

Their marketing objective was to increase student applications for the upcoming academic term by promoting key differentiators through omnichannel digital advertising.

Strategy

I developed a suite of digital display ads for various Carlson School graduate programs. I partnered with a graphic designer to create ads highlighting key differentiators, that we knew were important to prospective students:

Return on investment: On average, the boost in salary that graduates enjoy covers the cost of their degree in a few short years.
Hands-on learning: Students have opportunities to apply their knowledge to real-world business problems.
Career placement: The School’s deep industry connections lead to high job offer rates for new graduates.

Impact

These ads converted audiences from latent interest to action. The campaign raised awareness for the Carlson School, drove traffic to the website, and increased the number of students applying to the programs.