120 More Georgians are on their way to an MBA

120 more students enrolled in the 2014 Georgia WebMBA® Fall program than ever before. And for many of them, it all began by clicking on banner ads developed by The Crafton Group. More to the point, we turned those clicks into more click-throughs by following a marketing and media strategy we knew would be precise, powerful, and productive.

 

Numbers are up and WebMBA is looking at record enrollments. Thanks to you and your team for the advertising exposure. It has truly helped tremendously.” 
Dr. Faye S. McIntyre
Georgia WebMBA Program University of West Georgia Dean and Sewell Chair of Private Enterprise

 

Targeted messaging.

Focusing on 30- to 40-year-old professionals residing primarily in Georgia, our message was simple. The Georgia WebMBA program is accredited by the Association to Advance Collegiate Schools of Business (AASCB), which also ranks it one of the top 40 best buys for an online MBA. And GetEducated.com ranks it #1 in student satisfaction.

Banner headlines conveyed program benefits in quick, engaging bites. And a new look and logo elevated the brand’s image, giving it the stature it deserves.

Targeted media.

The key to our media plan was using new technology to pinpoint only truly qualified prospects. It was based on Search Engine Marketing, starting with Paid Search through Google and Bing and augmented through the Google Display Network.

Our Digital Display campaign combined Contextual Targeting and Behavioral Targeting. The first allowed us to connect with candidates typing relevant key words into a search engine and those candidates who were reading content related to our keywords.

The second let us grab prospects who were visiting competitive sites. Also, visitors who spent time on the Georgia WebMBA site but did not enroll were retargeted elsewhere on the Internet during the following week.

AACSB accrediation low_res_blueTargeted testing.

TCG tested messaging in three different size banners ads to find what resonated most on which sites. On Google Search and Bing, the best messaging combination was “Fully Accredited OnlineMBA. Ranked #1 In Student Satisfaction.” And on the Display Network, the headline “Online MBA program” or “Online MBA degree” yielded more click-throughs than “Georgia WebMBA”. Content was tweaked week by week, so only the strongest messaging ran.

Want to know more? We’ll share our notes.

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The Georgia WebMBA program is offered by six University System of Georgia schools, all of which are accredited by the Association to Advance Collegiate Schools of Business. As a member of the University System of Georgia, they ensure quality graduate education comparable to campus MBAs. And just like campus MBA programs, graduate diplomas come from one of the top business schools in Georgia, which include Columbus State University, Georgia College & State University, Georgia Southern University, Kennesaw State University, University of West Georgia and Valdosta State University.

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