Objectives
Raise awareness of Cornell University as an Ivy League business school with an extensive range of leading programs including MBA, Executive MBA, specialised Masters, Executive Education and PHD. In addition, the client wanted to drive potential students further down the funnel to discover which program was right for them by exploring the use of different messaging and media channels.
Strategy
Fundamental Media created three brand strategies for MBA, EMBA and specialised Master’s. The allocated brand budget was taken in equal percentages from each programme’s group budget.
MBA 1 Year, MBA 2 Year and MBA Tech each dedicated 30% of their budget to an MBA brand campaign; this approach was replicated for EMBA and Master’s.
The brand campaigns ran across search, podcasts, digital display and print.
The high traffic yielded from the brand activity created a funnel for remarketing and a paid search campaign to drive conversions.
As a result of this strategy, we achieved significant uplifts across the board without having to increase budget.
