Syracuse University
Whitman: The Orange MBA
The Story:
Furman Roth was tasked with quickly spreading awareness and generating qualified leads for the Syracuse Whitman School of Management’s full-time, on-campus MBA—a challenge impacted by a number of competing master of business administration programs, including Syracuse’s own online offering.
The Audience:
The MBA market is a crowded one, and competition for students is steep, especially in light of waning full-time program demand. With a small budget and tight time frame, Furman Roth strategically divided audience spend and media mix around Syracuse alumni and current students, qualified veterans, recent graduates in target markets, GRE test takers within the last six months, and visitors retargeted from specific Syracuse web pages.
The Creative:
As for the creative, we took a distinctive approach, creating stark orange ads with an elevated tone, awareness messaging and generous negative space.
The Expansion:
Once we had saturated our audience pool, we then refreshed the campaign to maintain the same tone, and further the messaging by adding beautiful photography of real Whitman MBA students.
The Creative:
As for the creative, we took a distinctive approach, creating stark orange ads with an elevated tone, awareness messaging and generous negative space.
The Outcome:
In addition to driving visitors to a dedicated landing page, our campaign also drove over 12,000 remarketed visitors to the Whitman homepage. Overall, the effort was highly successful at lead generation and spreading awareness, resulting in an 85% increase in page views compared to the previous time period.
127
Leads Generated
85%
Increase in Page Views