Evidence-Based Innovation Blog

There are a lot of headlines coming out of Washington D.C. lately, but you could say the most important revelation for business school recruiters and marketers took place last week in a hotel conference room in our nation’s capital. 

Here business leaders gathered for a Corporate Visions sales and marketing presentation. The lessons I learned were captivating and can easily be applied to the business school classroom as well as the corporate boardroom. 

So here are some applied ideas from the session to capture the attention of MBA prospects and convert more candidates into applicants.

Fans of F. Scott Fitzgerald’s The Great Gatsby frolicked by the millions to see the latest Hollywood adaption of this classic Jazz Age novel. This lavish drama roared like its depicted decade to exceed box office expectations on opening weekend. It's no surprise. The previews showcased glitz and glamour, sumptuous costumes, and the always debonaire DiCaprio portraying the mysterious millionaire. 

While a film about over-the-top decadence and bootlegging business dealings seems an unlikely reference for business school recruitment, there are some take-away lessons when it comes to marketing your MBA program.

Last weekend I stopped by my local Williams-Sonoma store on the day they were hosting an artisans’ market.  It was a clever marketing strategy to generate foot traffic during a slow time of year and help local producers boost brand awareness.

One afternoon I stopped in a friend’s company for an impromptu visit just as freshly-baked cupcakes arrived for an afternoon treat.  There’s nothing like confectionary delights to bring employees (including the CEO) out of their offices, and it provided the opportunity to chat with a talented team member who is just starting to think about going back to school for an MBA. 

This young woman has been deliberating about a part-time MBA vs. full-time MBA program in Washington, D.C. for some time, yet is still very early in the decision-making process. So early that she hasn't even taken the GMAT yet or contacted any busines schools.

It was evident that she was as bright as she was ambitious, and I thought she would make a great candidate for any one of the many excellent MBA programs in the area. While I was encouraging her to attend information sessions to learn more about various MBA programs, it made me think about how MBA programs could find out about her.

For many years, MBA recruitment fairs have served as a valuable marketing channel for business schools.  It is a great way to meet and build relationships with prospects. However, MBA admissions officers have increasingly wondered about the cost/benefit with more miles to cover throughout the world and fewer resources back at home.  For starters, there are registration fees, travel expenses, and the shipping costs of marketing materials.  At the same time, the fairs can often pay for themselves with just one matriculated candidate – not to mention the added ROI of business school brand awareness.