The Bentley Marketing Update

2010-2011
2009-2010
2008-2009
2007-2008
2006-2007

Introduction and Overview
Interviews – Faculty Researchers
Graduate School Experience
Undergraduate Experience

Bentley Portfolio 360

2007-2008
In February 2007, the McCallum Graduate School of Business presented a newly reformatted portfolio of evening graduate programs designed to be flexible, streamlined and easily customized to meet the demands of working professionals. The new offering, known as the “Bentley Portfolio 360,” includes the Bentley MBA, 8 MS offerings and a unique dual-degree opportunity.

What differentiates Portfolio 360 is the high degree of flexibility and customization, breadth of course offerings, 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 can earn an MBA in as few as 12 courses, and an MS with ten. 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.

Portfolio 360 has been introduced to the public using integrated, multimedia campaigns that include outdoor advertising, television, radio, print and online components, all supported by an updated web presence.

To view the components of our 2008 campaign, featuring the theme “360 degrees of opportunity,” please click on the images at right.

View 2007 “NewBizBuzz” launch campaign.


Outdoor Advertising

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Two highly visible billboards reinforce the “360 degrees of opportunity” benefits of Portfolio 360. Billboards are located on the Mass Pike and at Logan Airport.

Boston Globe

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Print ads like the ones above run in the Boston Globe business section as well as the Boston Metro editions of MNI Executive Network publications such as Businessweek, Fast Company, Forbes, Fortune, FSB, Inc. and Money. Newspaper ads provide more depth of program detail and drive interest to the Graduate Information Sessions.

Online Advertising – www.boston.com



Online ads for Portfolio 360 also tie into the integrated campaign. The ads link through to the Bentley website and promote the Graduate Information Sessions.

Television
A 30-second spot, accompanied by five-second sponsorship “billboards” runs on FOX 25 during Neil Cavuto’s business news segment.

Radio “Portfolio360 - 360 Degrees of Opportunity” :60 MP3 – PLAY >
A 60-second spot with sponsorship billboards runs on WBZ during Anthony Silva’s New England Business report. Listeners are encouraged to register for upcoming Graduate Information Sessions. In addition, two 10-second Marketplace sponsorships run on WBUR Public Radio five days a week. To preview the audio clips you will need either QUICKTIME (MP3). To download the player, go here: QUICKTIME