Pepperdine University
The Challenge
With a nationally-recognized brand, Pepperdine University has over 27,000 graduates with advanced business degrees, the largest M.B.A. alumni network in the Western United States. Pepperdine pioneered executive education in the west, starting the first program in 1969. However, with increased competition in recent years from U.S.C., U.C.L.A. and U.C.I., Pepperdine lost its leadership position and needed to regain awareness and increase participation in its Executive M.B.A. programs in both Northern and Southern California.
The Approach
Research indicated participants can take up to two years to make a decision to pursue a degree. During this time, Pepperdine needed to regularly communicate to prospects to build a relationship, gain top-of-mind status and clarify misperceptions, since an EMBA requires less time to complete than respondents thought. A direct mail campaign with web reinforcement was developed to target ideal prospects for the university and highlight the Pepperdine MBA experience through actual MBA participants and graduates. The campaign featured different student lifestyles including their business and personal interests. Their stories provided inspiration for busy prospects and allowed them to visualize themselves completing their graduate degree at this prestigious institution.
The Results
To meet the student enrollment goal, over 30,000 prospects were targeted throughout Northern and Southern California with a series of three direct mail pieces. Respondents were given multiple options to seek further information and enroll in the program by mail, e-mail, web and phone, all trackable methods. The Web site was the most preferred vehicle for contacting admissions counselors.
Graziadio School of Business and Management
