For years the California State University Long Beach (CSULB) has been ranked as one of the “Best Colleges in America by Value” according to Forbes. Yet, the need to adapt to the changing online educational landscape resulted in the offering of an Online MBA program in 2019. They now had to find nontraditional students in an ever-changing digital world.
CSULB faced the need to raise brand awareness of a new online MBA program (OMBA) and secure the application of 100 qualified students. The goal was to enroll 1/3 of those students for their inaugural first cohort. Prospective applicants gauge the quality of an MBA program based, in part, on its online presence. With over 2,500 MBA programs already established nationwide, CSULB had the challenge of positioning its program as one of the elite online programs in the region.
Braven implemented a comprehensive online strategy that focused on expanding market reach and effective messaging. To tackle the issue directly, we launched a multichannel marketing campaign that incorporated the following strategies: