In April 2014, the college will launch a new marketing campaigned designed to reinvigorate the Evening UST MBA brand. With support from the Board of Governors and with funding provided by a generous grant, Dean Puto has engaged CarmichaelLynchSpong – the 2013 creative agency of the year – to raise awareness of the unique attributes of our part-time MBA program. This new campaign builds upon the college’s extensive research on the Twin Cities MBA marketplace and has been designed to differentiate ourselves from the competition. OCB faculty and staff can expect to be introduced to the campaign in its entirety in early April with a series of tools, tips and techniques we can all use to integrate the campaign into our daily routines, whether that involves teaching, recruiting or simply interacting with an external audience.
At the same time, the college is also well on its way to finalizing all the elements of a lead nurturing initiative for the Evening UST MBA program. This initiative has been designed to convert more of our web visitors, event participants and general inquiries into “sales ready” recruits. The lead nurturing project will “close the gap” we have seen between marketing success (i.e. marketing and advertising driving traffic to our websites) and enrollment growth. It capitalizes on the skills of our recruiters by providing a more systematic approach to nurturing potential recruits from their first visit, whether that visit involves a web page, event attendance, or phone call/email.