Case studies > Durham Business School
Brief: Attract high calibre students from
around the world
Brand opportunity: Make the business school a
brand
How Research & Strategic Planning helped:
Research with potential and current students identified that MBA
student motivations differed significantly from other Masters
degrees.
How Creative helped: A ground breaking campaign
was created that keyed directly into the motivations and
aspirations of each target audience. Activity included
international press advertising, website and online activity,
public relations and events.
How Facilitation helped: Facilitation with the
business school staff throughout the campaign development enabled
us to refine the marketing materials for individual courses and
helped staff motivation. The resulting campaign was supported
throughout the client organisation.
The result: Quality student applications
increased by 37%. Durham made a 800% ROI. And the school was
heralded as one of the best business school brands in Britain.