The University of Tennessee found the right channels to reach prospective students and reduce their advertising spend

Challenge

The University of Tennessee, Haslam College of Business needed support and expertise to market its growing portfolio of graduate business programs. The school sought out a partner that could help overcome the challenges of rapid growth, while simultaneously seizing the unique opportunities presented by each program.

Solution

GPRS led the development and execution of strategic, and highly targeted digital marketing campaigns for five unique graduate programs. They were:

• Executive MBA – Healthcare Leadership
• Executive MBA – Strategic Leadership
• Executive MBA – Global Supply Chain
• Physician Executive MBA
• Professional MBA

We created persona-driven direct response ads and selected high performing online media channels to build the Haslam School brand, and target specific prospective candidates for each program. Our team optimized the performance of each campaign based upon analytics derived from our GP Insights™ platform, and evolving digital marketing best practices. Most importantly, the Haslam School leadership had real-time visibility into our progress, and collaborated with our team to determine next steps – based on insights and recommendations shared during our regularly scheduled meetings together. Furthermore, we enabled the UT admissions team to track progress across all five programs in one place; saving time and resources required to have clarity on progress toward their enrollment goals.

Results

Our campaigns turbo-charged qualified lead generation for Haslam’s graduate business programs. We delivered 200% growth in leads, month over month, due to improvements in audience targeting, advertising spend allocation and program-specific expert media planning.