Challenge

AUSB wanted to expand their graduate programs to include a Master of Business Administration degree. The program was developed with extensive input from business and community leaders to bridge the gap between the private and public sectors, the non-profit and for-profit sectors. The goal was to bring in 15 new students for the first cohort. AUSB faced a market ripe with competition against other MBA programs from much larger schools with established reputations in the business world, and at a time where the value of such a degree was being challenged in the media.

Solution

AUSB’s MBA program was aligned with social responsibility, so we focused on this unique value proposition as a differentiator, along with the low-residency, hybrid approach that allowed students to continue working while in school. We developed a strategic, tactical, and implementation plan, and created messaging and concepts for the first ad campaign: “Not Your Everyday MBA.” The second ad campaign rolled out the following year, focused on the members of the first cohort: “Do Business, Do Good.”

Outcome

The first cohort successfully launched in September 2014 with 22 members as the only MBA program in southern California to focus on social business, non-profit management, and strategic leadership.