INTEGRATED MARKETING FOR RECRUIMENT
August 2014
COLLABORATORS
Susan Juvet Yeri Kim Katie Rose Hui Xuan Xie TOOLS USED Adobe Illustrator Microsoft Powerpoint FINAL FORM Slide deck Pitch presentation |
PROJECT SUMMARY
The aim of this pitch was to strategize a way to increase the number of qualified applicants to the Johns Hopkins/MICA MBA/MA Design Leadership dual degree program through a hypothetical $500,000 budget. Our recruitment goals were to create a more personable search process, craft a united front between the partnered universities, and target students who were not the typical MBA or d-school applicants. To achieve these goals, we employed integrated marketing methods to increase awareness (PR campaign, live events), improve the destination website (redesign, SEO), and reach more focused leads (SMM, SEM, SME). We spent $483,035 of our budget to increase the number of impressions and click-throughs, reaching 6,897 leads, which we estimated would result in 414 applicants. The slide deck from our pitch presentation is provided below. |