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Executive MBA Program Recruiting Campaigns

Columbia Business School
Web site home pages and viewbook covers
RibbonAward Winner

Admissions Marketing Report Awards
CASE District I and II

Columbia Business School’s Executive MBA Programs are designed for working professionals who choose to earn a MBA in addition to working full time. Tuition is usually — though not always — paid by their employers.

The school’s flagship program is in New York, but it also partners with the London School of Business and the Haas School of Business at the University of California, Berkeley to offer two hybrid programs that combine the most successful aspects of each school and hold classes on alternating campuses.

Zehno has assisted Columbia with banner advertising, e-mail blasts, Web sites and viewbooks targeted at prospective students and employer sponsors.

Columbia sponsors a series of information sessions hosted around the United States. With the goal of boosting attendance at these information sessions, Zehno designed a campaign comprised of Flash-animated banner ads and HTML e-cards.

For the flagship New York EMBA, Zehno created the campaign hook of “Prepare for Your Next Promotion.” The copy focused on the mindset of the working professional, and built on key program strengths: flexibility, reputation and salary statistics.

The call-to-action was to sign up for a local information session. Both the banner ads and the e-cards drove prospects to the Web site for program details and to complete the sign-up form and request a printed viewbook. All campaign pieces worked together in message and appearance.

The school purchased targeted regional media placements and e-mail blasts for online publications such as the Financial Times, Business Week and the home page of the New York Times. Zehno coordinated sizing and specification compliance for each placement.

The campaign has proven successful and has continued for more than a year. In JulyćAugust of 2003, the program’s New York Times home page buy delivered more than 10,000 click-throughs. During a AugustćOctober push using banners on various sites, more than 4,000 prospects visited the EMBA program site for more information.

Visit the Columbia Executive MBA Programs site.

Visit the Berkeley-Columbia Executive MBA Program site.