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Launching a new, comprehensive graduate business program

In February 2007, the McCallum Graduate School of Business presents a newly reformatted portfolio of evening graduate programs designed to be flexible, streamlined and easily customized to meet the demands of working professionals. Known as the “Bentley Portfolio 360,” this exciting program will be in place for Fall 2007 and is being introduced to the public in a multimedia campaign that includes television, online, newspaper, radio and outdoor advertising, all supported by an updated web presence.

What differentiates our MBA and 8 MS offerings are their high degree of flexibility and customization, their blended delivery options (offering both in-class and online participation), and a structure that allows students to build on their prior academic experience. In some cases, students will be able to earn an MBA with only 12 courses, and an MS with only 10. Qualified students may also be able to complete dual MBA and MS degrees in fewer than 24 months. For working professionals wishing to advance their careers, the Bentley Portfolio 360 offers a powerful combination of advantages.

To view the components of our Portfolio 360 launch campaign, please click on the images at right.
Outdoor Advertising

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Three “New Biz Buzz” billboards, located on Route 128 in Needham and Wakefield and on the Mass Pike in Allston, function as a highly visible, “teaser” campaign, drawing interest to the Bentley Portfolio 360 and leading viewers to the Bentley website.

 
Boston Globe

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The “New Biz Buzz” billboard image has been carried through in Boston Globe newspaper ads. These ads are part of the initial February 2007 launch campaign.



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Print ads like these run in the Boston Globe to complement the “teaser ad” by providing more in-depth information about the benefits of the Bentley Portfolio 360. These ads also run prior to Graduate Information Sessions.

 

Online Advertising – www.boston.com



The “New Biz Buzz” billboard also ties into the Boston.com online advertising campaign, which links through to the Bentley website and promotes the Graduate Information Sessions.

 

Radio

“Your Next Career Move” :60   MP3 – PLAY >


The Bentley Portfolio 360 is being introduced on a number of Boston area radio stations. Sponsorships on WBZ, WBUR and several others include 10-second promos and 60-second commercials. Listeners are encouraged to register for upcoming Graduate Information Sessions.

To preview the audio clips you will need either QUICKTIME (MP3) or WINDOWS MEDIA PLAYER (WMP).

To download the players, go here:

QUICKTIME                        WINDOWS MEDIA PLAYER

 

Landing Page




On the Bentley website, new, introductory pages were designed to convey the advantages of the Bentley Portfolio 360. Elements such as the New Biz Buzz billboard and the Bentley Portfolio 360 logo were incorporated to tie the website into the overall marketing campaign.