Emory University’s Goizueta Business School
Contact strategy, creative design and development
Situation
The Goizueta Business School Evening MBA program wanted to increase program size while maintaining quality for 2006. They engaged THINK to develop a program for increasing awareness, generating leads and nurturing prospects through application and enrollment.
Ideas
Immerse prospects in the Goizueta experience through customized communications based on specific requirements, since prospective students are generally sold once they visit and understand its unique experience.
- Use print advertising, behaviorally targeted banners and search advertising to generate leads
- Develop customized HTML emails to create an immersive experience
Results
Total prospects doubled from the previous year, enrollment increased by 66% and ROI was 10x initial spend.
- 2007 Web Marketing Association WebAwards, Standard of Excellence
- 2006 Web Marketing Association Internet Advertising Competition Awards, Best Education Rich Media Online Campaign