The Opportunity
D’Amore-McKim engaged Belfort Group (BG) for a higher education marketing campaign with a target of enrolling 20-30 students for the first semester of their new one-year MS in Innovation program. BG needed to introduce the MS in Innovation program, as well as increase brand awareness for the newly renamed D’Amore-McKim School of Business. Our goal was to communicate the importance of this degree program in advancing an individual’s business career, along with the message that employees could enroll while continuing to work full-time.
The Strategy
The integrated launch campaign included paid, owned and earned media components and featured newsworthy announcements; multichannel advertising to drive leads; and a content marketing program to engage a wider audience and create a halo of excitement with consumers, media and influencers. BG and D’Amore-McKim partnered with BostInno, choosing to formally introduce its MS in Innovation program and the accompanying ideation contest, the Whiteboard Innovation Challenge, at sponsored events. BG developed a radio advertising strategy and leveraged digital content through a paid blogging channel.
The Result
The launch campaign resulted in more than 325 program leads (there were dozens of direct inquiries that were fielded by the business school admissions staff as well). Media impressions totaled over 19 million. The integrated enrollment campaign resulted in the admittance and enrollment of 22 students in D’Amore-McKim School of Business’ inaugural MS in Innovation program, meeting the benchmark outlined by the school for a successful launch. In year two, the program size doubled largely due to the impact of the campaign in market.