Digital campaign surpasses school district goals
Arlington ISD
Driving Enrollment for TCU Neeley’s Executive MBA Program
Client
The TCU Neeley School of Business is a premier academic institution offering a transformative business education experience, empowering students to grow as leaders in Fort Worth and beyond.The Challenge
TCU Neeley needed to increase enrollment for its Executive MBA program in a highly competitive market, despite a tight marketing budget and a six-figure program cost. The goal was to fill 30+ cohort seats per year while improving candidate quality and reducing acquisition costs.
Insight
Research revealed that experienced professionals – including women and underrepresented individuals – valued third-party credibility, relatable first-person stories and a program with real-world applicability. To address these preferences, we introduced Preview Luncheons, where prospects could experience a short, bite-sized classroom experience from a Neeley professor and engage in candid conversations with alumni of the program. Insights also highlighted the importance of targeting prospective students living within a three-hour driving radius and leveraging existing business relationships to overcome barriers like cost and competition.
Creativity
A mix of highly targeted digital ads, compelling infographics and authentic alumni testimonial videos brought the campaign to life. Relatable narratives and a focus on ROI spoke directly to the aspirations of busy professionals. Strategic email marketing nurtured leads by continuing the conversation.
Technology
Advanced digital tools, including targeted social media ads, email automation and a dedicated, SEO-optimized landing page, powered the effort. Real-time analytics tracked engagement and conversions, while geo-targeting maximized reach within the three-hour driving radius. Every tactic was designed to deliver measurable results.The Results
The effort not only filled 30+ cohort seats per year but also elevated the quality of candidates and slashed acquisition costs. By showcasing alumni stories and hosting Preview Luncheons, TCU Neeley brought its tagline to life – “It’s more than business. It’s personal.” – proving that the program transforms careers and lives alike.Stats
- 30+ cohort seats filled per year
- Increased quality of candidates
- Decreased cost to acquire candidates
- Higher engagement rates within the three-hour driving radius
