Evidence-Based Innovation Blog

Four Lucky Clover Tips to Enhance MBA Marketing Communications

Posted on Mar 13, 2012 8:15:00 AM

Marketing Communications BlogSt. Patrick’s Day is just around the corner heralding the approach of spring and a time of year when thoughts turn to renewal.  As daffodils and cherry blossoms begin to bloom, it’s the ideal opportunity to do some spring cleaning of your business school marketing collateral. Here are four “lucky clover” tips based on this favorite Irish holiday to ensure your MBA marketing communications are sprouting new prospects year round:

  1. Create a Rainbow in your Blog: 

    Why are rainbows so captivating?  The spectacular combination of seven vivid colors draw your attention.  An MBA blog without an image or photo is the equivalent of a grey sky without a rainbow.  As part of your business school marketing strategy, you may have an interesting article about new faculty research or an alumni achievement, but a creative and colorful picture will make the black and white text jump off the page.  An image will increase engagement and the likelihood that the reader will actually stop to read the article.  Moreover, it provides an additional opportunity to increase SEO optimization in this key business school communication.

  2. Show the Path to the Pot of Gold:  

    Have you conducted a salary survey of your MBA alumni recently?  Conduct research demonstrating the impact of your MBA program on salary progression.  Create a survey to capture data on student’s salary at the beginning of the program, at graduation, and as alumni to demonstrate the ROI of the program.  Update your viewbook, website, and create an MBA admissions blog article for a marketing campaign to promote the results to prospects.

  3. Chase Leprechauns from your Viewbook:  

    Although the mascot on the popular kid’s cereal, Lucky Charms, is cheerful and charming, leprechauns are actually aloof and solitary according to Irish mythology.  While MBA viewbooks contain a lot of serious information and data, make sure your viewbook is approachable and has a lighter side.  Prospective MBA students know that attending business school includes rigorous courses on statistics, business economics, strategy and accounting.  What are some of the “fun” benefits of going to your business school?

    Include profiles of a typical day for an MBA student to show extracurricular activities.  Also, instead of having one large viewbook, consider creating multiple smaller budget-friendly pieces based on subject material to connect with prospects on a more personal level.  Read more about this latest higher education marketing trend in the Glossy Viewbooks Lose Luster article in the Chronicle of Higher Education. 

  4. March your Testimonials like NYC’s St. Patrick’s Day Parade:  

    The NYC St. Patrick's Day parade is the largest in the world featuring over 200,000 marchers and band members.  Are you floating your MBA students and alumni on your website in ways that are dynamic, engaging and creates momentum?  Video testimonials are an important part of your business school marketing strategy as they create a personal connection with prospective students.

    Alumni testimonials are most powerful when they demonstrate how they program has made a tangible difference in their career advancement or professional goals.  Make sure your selection of testimonials is diverse, representing different industries and functions to connect with a wide range of prospects from different backgrounds.

Barbara Coward, author of this article, is a marketing communications consultant at Percept Research.  Barbara welcomes your questions and comments.

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Topics: Barbara Coward, Marketing Communications, Blogs