TCNJ - The MBA Built for Today

The College of New Jersey, with its long-standing strong academic reputation, planned to launch a Master of Business Administration program, with its first class starting in the Fall of 2019.

Furman Roth was tasked with developing the marketing strategy for this program from the ground up – including everything from competitive analysis to strategic positioning to creative development to media execution.

With a solid understanding of TCNJ’s brand and image, Furman Roth developed a positioning concept called The Hybrid MBA. Built for Today. With a focus on the cutting-edge specializations and hybrid nature of the program, this concept featured an aesthetic that would cut through the clutter and represent the modern and innovative aspects of the program. 

Using an omni-channel, multi-phased approach, Furman Roth began by building a high level of awareness, followed by optimization to drive prospects down the funnel to register for an information session or complete a lead form for more information about the program. The campaign was highly successful at lead generation and spreading awareness for this new program.