The Bentley MBA and MS Programs

Fall 2011
The primary goal of the Fall 2011 advertising campaign was to elevate the graduate school brand by introducing the new Bentley MBA, as well as the Emerging Leaders MBA. In addition, we sought to keep all of our graduate programs visible in key to drive conversion and qualified applicants.

A variety of media outlets were used, including print, digital display banners, and radio. The media was invested in content and environments that are relevant to MBA and MS niche targets. The campaign took on a leadership presence with content on major news sites (Wall Street Journal.com, NYTimes.com, Financial Times.com, etc.) and in print (Wall Street Journal and USA Today).

Print executions were found in the New England Regional issue of the Wall Street Journal, the USA Today, Chronicle of Higher Education, Interactions Magazine and various school newspapers from Campus Media. Radio spots were on 98.5 The Sports Hub, WBUR and on Internet radio through Pandora. Digital Display Banners were found on a number of websites including: Boston.com, WickedLocal.com, Accordant Media, Monster.com, xfinity.com, NYTimes.com, BusinessWeek.com, LinkedIn.com, FT.com, and Economist.com.