SMU Cox School of Business

Higher Education Case Study:
Branded Voice and Website Content Development

SMU.edu/Cox

OBJECTIVE:

When the AOR of one of the most prestigious universities in American asked us to support this effort, we hit the books. The economy is beginning to turn downward and there was a rush of low and mid-level executives turning to MBA educational institutions to give themselves an edge over other employment candidates. Our objective was to find out who these people where, where they came from and what influenced them to chose and MBA program.

SOLUTION:

To research the SMU Cox School of Business history, famous alumni, class offerings, surrounding community and create original website content for informational and recruiting purposes.

RESULTS:

The deep dive into this target market enabled us to develop headlines and body copy that interested visitors enough to click through multiple pages, increasing time on page, recruitment inquiries and ultimately, admissions to the business school.