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 in part based on its online presence. With over 2,500 MBA other already established programs throughout the nation, CSULB was challenged to position its program as one of the elite online programs in the region.