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Integrated Media Campaign for MIT Sloan’s New Executive MBA

The Opportunity

Belfort Group (BG) was retained to launch MIT Sloan’s new Executive MBA program by building brand awareness, driving prospective student registrations, improving SEO, and emphasizing EMBA program differentiators.

The Strategy

BG launched and managed an MIT Sloan EMBA LinkedIn group to engage with prospective students and position administrators as thought leaders. We created a social media guidebook for the inaugural class on how to increase awareness of the program. Aggressive media outreach highlighted a variety of angles surrounding the EMBA program, such as its innovative teaching of the science of management and the continual globalization of business.

The Result

In three months, 500 non-Sloan members joined the EMBA official LinkedIn Group, which was the number one driver of traffic to the MIT Sloan EMBA website. We secured placements in a variety of outlets such as Financial Times, New York Times, and TIME Magazine, resulting in more than 53 million impressions to build awareness of this new program.