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MBA Program Recruiting

Freeman School of Business Tulane University
Cover and inside spread
RibbonAward Winner

Admissions Marketing Report Awards
Admissions Advertising Awards
CASE International Circle of Excellence Awards

With a recent rise in its national ranking, the Freeman School of Business at Tulane University turned to Zehno to make its brand more competitive through the strategic redesign of its communications materials. Zehno conducted a communications audit to assess the opportunities and map a plan for success.

The first project to be completed after the audit was the MBA Program brochure. The school hoped to make the piece “work harder” on a smaller budget. Zehno recommended streamlining the 32 pages of the old brochure into an 8-page foldout — moving some copy, facts and program information to the school’s Web site.

The search-styled piece reflects the vibrancy of Tulane’s location, New Orleans. Bright, saturated color and crisp, bold headlines capture the school’s distinct personality — and its challenge to “pursue business with passion.” Benefits-based copy, student testimonials and to-the-point examples reinforce the customized education available in this 100-student MBA program.

Now in its fourth reprinting, the award-winning MBA Program brochure continues to pay off for recruiters. In announcing a Gold Medal in the CASE 2002 International Circle of Excellence Awards, judges said, “The design was clean and well-organized and the writing was top flight. In our view a gold medal should be reserved for those publications without flaws.”

The brochure also led the way for the redesign of the balance of the school’s recruiting communications program, creating a recognizable and strengthened brand.

Click here to read more about the communications audit and resulting recommendations.