We've redesigned the Zehno Web site using Web standards to be faster, more interactive, more accessible, and easier to use. For the new site to display correctly, you must be using a standards-compliant Web browser -- that is, version 5 or higher. To learn more about accessibility and view a list of links to upgrade your browser, read our accessibility statement.

MBA Recruiting Campaign

Columbia Business School
Viewbook cover, inside spread and Web site home page
RibbonAward Winner

Admissions Marketing Report Awards

Council for Advancement and Support of Education (CASE) District I and II

In our 15+-year relationship with Columbia Business School, the school has risen in the rankings to a consistent top-5 position.

Yet, in 2002 the MBA Program found itself lagging in the sophistication of its cross-media recruiting strategy. Little marketing to prospective students was being done on its Web site, and the admissions information was housed in plain, “first-generation” Web templates.

In addition to improving its already strong position and Web site, the MBA Program wanted to change the perception that Columbia lacked community and that grads go exclusively into investment banking and consulting.

To create a distinctive niche for the MBA Program, Zehno surveyed material from competitor schools, conducted student focus groups and interviewed admissions staff. The resulting strategy re-focused messages to show the advantages of a New York location and the global strength of a Columbia MBA while highlighting the school’s sense of community and the diverse outcomes for alumni.

The printed viewbook emphasized the experiential through high-quality, large-scale photography, while the Web site promoted action with quicklinks and comprehensive details on the program.

Spreads in the print piece were designed to drive prospects to the Web site for statistics, requests and related information. The Web extended the viewbook’s visual theme while leveraging existing school Web assets (office sites, division sites, faculty pages) to provide prospects with almost endless information and data.

The most energizing aspect of the MBA — the diverse strengths of other students — was showcased via profiles throughout the print piece and the Web.

Zehno’s partnership with the MBA Program continues. In 2004, new Web features will debut to focus on yield, to allow prospects to better manage their profiles and requests, and to assist the school in implementing strategic e-mail communication with prospects.

During Zehno’s relationship with the MBA Program, admission has become more competitive than ever. Less than 11% of applicants to the school are accepted each year.

Visit the Columbia Business School MBA Program Web site.