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Prospect Search Campaign

Tulane University Executive MBA Program
E-mail banners and corresponding Web catch pages

After experiencing the success of Zehno’s re-design of the EMBA Program’s visual identity and recruiting publications, Tulane requested our assistance in qualifying prospects and increasing information session attendance. Zehno worked within the school’s existing media and advertising budget, but re-allocated money to test traditional direct mail, e-mail and banner advertising within both the Houston and New Orleans markets.

To reach past the clutter of Executive MBA advertising, Zehno created two campaigns developed using sales-focused tenets of direct mail. The first package featured a “personal” invitation to the information session from a prominent local businessman and program alumnus. The second package used inspirational testimonials featuring busy professionals who made time for the program, and demonstrated the financial rewards of the degree. The call to action for both packages directed recipients to campaign-integrated Web catch pages or business reply cards, where prospects indicated their interest in learning more.

Response was amazing. During the first run, the direct response campaign produced a 270% increase in inquiries for the month of the campaign. Information session attendance increased by 200% for the month of the campaign. The overall cost per lead using e-mail, banner and direct response mail was lowered dramatically.