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Louisiana State University Zehnder Case Study

The Client
Louisiana State University

The Flores MBA program is part of Louisiana State University’s E. J. Ourso College of Business. The program rigorously prepares students to enter the business world with an advanced degree, and offers cutting-edge course work, leadership, professional and career development opportunities, and outstanding job placement opportunities at an exceptional value. Zehnder worked with the Flores MBA program in 2014 and 2015 to increase enrollment and admissions among target audiences online.
The Strategy
Ordinary to Extraordinary

With a growing contingent of universities vying for the eyes of potential graduate students, the LSU Flores MBA program faced a very crowded and competitive landscape when it approached Zehnder in 2014. Seeking help to boost awareness of its MBA program and ultimately increase enrollment, the client enlisted us with creating a campaign that would help expand the LSU MBA brand and make it stand out in the eyes of prospective students.

We wanted to combat the view of LSU’s MBA program as a “middle-of-the-road” choice and reinforce its respected reputation — ultimately making a logical choice seem like an extraordinary choice for students. We chose a bold creative approach and confident messaging strategy that established the voice of this brand as a leader. We gave the Flores MBA program a distinct look and style while also aligning with elements from the overarching LSU brand.

A Multi-Platform Approach

Given the client’s target audience, we dedicated many of our efforts to digital and social media, launching a robust campaign that utilized organic, paid, and promoted social media posts. The campaign was backed with engaging content, optimized SlideShare presentations, an email marketing program, in-person events, and online webinars, allowing the client to engage with its target audience across multiple platforms.

 

The Right Message at the Right Time

We reached each of the client’s four target audiences (online, full-time, part-time, and professional program prospects) by focusing on program-specific messages according to application deadline and graduation dates. For example, we promoted the full-time program most heavily in the spring, when undergraduate students are looking to apply to full-time MBA programs in the fall. We also relied on LinkedIn most heavily for reaching professional and part-time prospects, as this platform proved to be the most effective for this audience. Twitter and Facebook, on the other hand, were most successful with full-time and online prospects.

The Results
A Positive Outlook

Not only did the campaign return positive sentiment, the Flores MBA Program saw an increase in applications received since the launch.
+47%
Followers
LSU MBA witnessed a 47% increase in social media followers during our partnership.
87
Page Performance Score
LSU MBA’s Facebook Page Performance Score peaked at 87, as compared to an industry average of 22.
455K
Facebook Reach
LSU MBA’s Facebook posts reached 455,000 users in 2015.
+47%
Followers

LSU MBA witnessed a 47% increase in social media followers during our partnership.

87
Page Performance Score

LSU MBA’s Facebook Page Performance Score peaked at 87, as compared to an industry average of 22.

455K
Facebook Reach

LSU MBA’s Facebook posts reached 455,000 users in 2015.

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