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Psst, your school is not the only “best-kept secret.” Isn’t it time to let the secret out?

TCU — Neeley School of Business  //  Admissions campaigns and Branding

The full-time MBA at TCU’s Neeley School of Business had all the right ingredients: it’s small by design, it’s connected with industry and its experiential learning programs build every graduate’s business portfolio. But its reputation outside of the Dallas-Fort Worth metroplex was not widely known. TCU partnered with Zehno to highlight the program’s distinctive features and grow the school’s profile outside the DFW market.

Tcu neeley school of business

Challenges

  • Rebrand the full-time MBA so that it stands apart from the typical MBA pack.
  • Attract better students to an innovative curriculum.
  • Expand the sub-brand to cover employers, alumni and working professionals.
  • Develop a cross-media campaign that tells the TCU story.

Results

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rankings jumped

The TCU MBA jumped in The Economist rankings — #2 in the world for faculty quality, #38 in the U.S. for full-time MBA and #61 in the world.

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Scores Increased

The proportion of students with GMAT scores above 650 has steadily increased. Undergrad institutions now range from Stanford to West Point.

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Awards

Won 10+ awards from the Educational Advertising Awards and UCDA Design Competition.

Tcu neeley school of business

ADMISSIONS YIELD PIECE

Tcu neeley school of business

CAREER DEVELOPMENT BROCHURE

Tcu neeley school of business

EXPERIENTIAL LEARNING BROCHURE

What Zehno Did

  • Analyzed demographics: Identified new growth regions.
  • Position paper: Audit and strategic recommendations.
  • Marketing communications planning: Communications flow.
  • Admissions campaign: Viewbooks, microsites, email series, secondary brochures, communications for employers and alumni.
Tcu neeley school of business

Tips for your team

  1. Leverage typography and copywriting style to emphasize your strengths — in TCU’s case, the new “stand and deliver” focus used roughened-up typography and in-your-face writing to spotlight the school’s signature programs: consulting projects with multinational corporations, brainstorming sessions with Fortune 500 execs, social entrepreneurship trips around the globe and small-group dinners with business leaders.
  2. Dispense with the traditional brochure cover and go straight into the storytelling. TCU is surely the only MBA with a major mailer titled “Fear the Pretzel.”

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