Carroll University
Carroll University, a private four-year college in Wisconsin, wanted to increase MBA enrollment by improving its student pipeline and raising awareness, interest, and application submissions. Led creative development for the University's MBA enrollment campaign, translating audience research and student insights into an integrated marketing effort designed to increase awareness, engagement and applications. Through strategic messaging and visually engaging creative across multiple channels, the campaign exceed enrollment goals by 10%.
The Challenge
Carroll University sought to increase enrollment in its MBA program by strengthening its prospective student pipeline. The challenge was to raise awareness, generate interest and motivate qualified candidates to take the next step toward applying. The university needed a campaign that clearly communicated the value of its MBA program while connecting with prospective students at different stages of their decision-making process.
The Strategy
Used research, focus groups and analysis of the university's existing enrollment process to identify opportunities to strengthen the prospective student pipeline. Translated those insights into an integrated paid media strategy built to move audiences from awareness to application. The creative approach focused on informative, action-oriented messaging that highlighted the practical benefits, career opportunities and long-term value of earning an MBA from Carroll University.
Creative Leadership
Led a team of designers and copywriters through concept development and creative execution, using research findings and audience insights to establish the campaign's creative direction. Challenged the team to develop visually engaging concepts and compelling messaging that addressed prospective students' motivations, career aspirations and concerns about pursuing a graduate degree.
My Role
Led brainstorming sessions and creative concept development, presenting recommendations to internal teams and client stakeholders. Guided the selected creative direction through refinement and final execution, overseeing the development of campaign materials across out-of-home advertising, social media and digital channels. Ensured consistency in visual design and messaging while translating the campaign strategy into effective audience-facing communications.
Campaign Impact
Generated more than 6 million media impressions.
Achieved a click-through rate more than five times the industry benchmark.
Exceeded MBA enrollment goals by 10%.
Generated 3.4 billion reported billboard impressions,
