Discover How TCU Leveraged Persona Development for Success

Challenge

Despite rising global and national rankings, high alumni engagement, and a strong faculty presence, TCU Neeley faced a dip in enrollment due to fierce competition and resource limitations. A cost-effective solution was needed to sustain its personalized recruiting approach.

Solution

GPRS conducted a comprehensive audit, including interviews with alumni and students, to develop five distinct personas representing the ideal EMBA candidates through our Persona Development services. This allowed TCU to implement a segmented remarketing strategy and targeted email campaigns. Additionally, these personas were integrated into the curriculum to ensure the program met each student’s expected ROI, with specialized executive coaches and tailored learning tracks.

Results

With GPRS’ Persona Development services, as well as lead generation solution, the TCU Neeley Executive MBA Program increased the number of leads by 300% after just three months. In the second year, the program surpassed its diversity goals by enrolling a cohort with 31% female students and 50% from ethnically diverse backgrounds. Furthermore, the EMBA program ascended to #13 in The Economist global rankings and was rated #5 in program quality.