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Shane Shanks

Admissions campaigns

Admissions campaign for the Neeley School of Business at TCU really delivers

August 17, 2015   //   Shane Shanks

Why spend your MBA career on the sidelines? It’s time to stand and deliver.

At Texas Christian University, full-time MBA students do just that. They tackle business problems in front of a CEO firing line. They manage a $1.5 million investment fund. They run a consulting firm that works with local businesses and Fortune 500 companies. They travel to China, Guatemala, South Africa and beyond to experience global business firsthand.

When TCU’s Neeley School of Business partnered with Zehno to highlight its MBA program’s distinctive features, we needed to grow the school’s profile outside the Dallas-Fort Worth market. The Zehno-TCU team analyzed demographics to identify new growth regions, rebranded the full-time MBA so that it stands out and developed a cross-media campaign that tells the TCU story.

After developing the brand vision, we kicked off an admissions campaign with a viewbook and microsite, followed by an email series, secondary brochures and communications for employers. Even the holiday card has a bit of Texas swagger! Our approach embodied this “stand and deliver” dynamic, and we used a rough-and-tumble type treatment, bold statistics and success stories to set the school apart in the MBA marketplace.

Web profiles describe everything from landing a Lockheed Martin internship to consulting with PepsiCo execs to meeting with Warren Buffett. Stories about beating out Ivy Leaguers for top internships and finishing alongside MIT and Yale in national case competitions prove that TCU competes with America’s best B-schools.

The result: the TCU MBA jumped in The Economist rankings — #2 in the world for faculty quality, #35 in the U.S. for full-time MBA and #61 in the world. The proportion of students with GMAT scores above 650 has steadily increased. And the campaign has won 10+ awards from the Educational Advertising Awards and UCDA Design Competition.

Learn more

Read about the results in the case study.

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