The Neeley School of Business at TCU
Challenge
The full-time MBA at TCU’s Neeley School of Business has all the right ingredients: it’s small by design, it’s connected with industry and its experiential learning programs build every graduate’s business portfolio.
TCU partnered with Zehno to highlight the program’s distinctive features and to grow the school’s profile outside the Dallas-Fort Worth market. The Zehno-TCU team analyzed demographics to identify new growth regions, rebranded the full-time MBA so that it stands out and developed a cross-media campaign that tells the TCU story.
Solution
The new “stand and deliver” focus, presented with roughened-up typography and in-your-face writing, spotlights the school’s signature programs: consulting projects with multinational corporations, brainstorming sessions with Fortune 500 execs, social entrepreneurship trips around the globe, small-group dinners with business leaders and more. The campaign kicked off with a viewbook and microsite, followed by an email series, secondary brochures and communications for employers. Even the holiday card has a bit of Texas swagger!
Results
The campaign has paid off in results and rankings. The proportion of students with GMAT scores above 650 has steadily increased. TCU is the only school in the nation to score double-digit jumps in the U.S. News & World Report MBA rankings over the past two years. U.S. News rated TCU as the No. 5 MBA with the most financial value at graduation, and 91 percent of 2011 grads landed jobs within 90 days of graduation.