Working With Professionals
It was a frustrating juxtaposition—a top business school program with empty seats in their classrooms. Research revealed a broad lack of awareness of the school’s Charlotte-campus MBA program, especially among Charlotte residents. SFW devised an “awareness-nurture-convert” funnel strategy that sent targeted messages at each stage in the buyer’s journey. We adopted a guerilla approach, and saturated uptown Charlotte with a message of convenience, flexibility and first-rate faculty. Impactful direct mail and online activation streamlined the information and admissions process. Enrollment spiked, exceeding goals in less than six months.