University Doubles Enrollment in Executive MBA Program with Marketing Strategy, PR and Lead Generation Campaign

Situation Overview
A state university needed to boost enrollment for its Executive MBA program, based in Chicago. It also wanted to enhance its longtime advocacy of military veterans by promoting scholarships available to veterans that had recently returned from the Middle East.

Problems
Among the objectives that the institution wanted to achieve:

• Boost student enrollment in one of the most competitive executive MBA markets in the U.S.
• Effectively target veterans for military incentive program
• Develop and execute a multi-channel marketing and public relations campaign

Problems Solved
PWMG developed and administered a marketing and PR program for the state university to target both enlisted and honorably discharged veterans with an incentive of a military scholarship program.

The subsequent results included features in the Christian Science Monitor, a mention by US Defense Secretary Donald Rumsfeld during a daily briefing broadcast on CNN, and more than doubling the number of admitted students in the executive MBA program for the upcoming semester.

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Related PWMG Services
Public Relations | Marketing Strategy | Database Marketing

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