Manchester Business School
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The University of Manchester and UMIST had recently merged; Manchester Business School were rebranding; it was a sensitive time for Manchester Business School Worldwide to move its marketing campaign into a higher gear and restate its proposition to the diverse global audience.
At SMRS, we knew that we had to connect the great selling point of the Business School – its status and reputation – with the personal circumstances and feelings of aspirational managers on five continents. We decided that the many different selling points we could be using needed to be given a strict order in every piece of communication. The lead selling point, one that related directly to the concerns of the audience, was that students would attend regular seminars staffed by MBS academics in their own region of the world – bringing Manchester excellence to the Far East and the Americas.
From this, we designed a marketing campaign around aircraft imagery and the idea of MBS being a short-haul flight away. The core concept was then adapted to different regional and sector audiences. We also assisted with conversion activity by creating templates for email alerts and printed material for events.
The campaign successfully recruited some 250 overseas students.