The landscape for higher education is very fierce. Not only are students vying to get into the best schools but schools themselves are trying to attract the best talent. As such, we wanted to distinguish UNC Kenan-Flagler and increase its visibility among prospective students seeking graduate education. This entailed battling preconceived notions surrounding Executive MBA programs. One misconception that was frequently voiced by surveyed individuals was the idea that getting an EMBA means sacrificing work, family and aspects of one’s overall life. With the thoughtfully designed curriculum and convenient schedule of programs at UNC Kenan-Flagler, this was far from true.
Crafting a poignant message that dispelled the misconceptions about pursuing an Executive MBA at UNC-Kenan Flagler was critical. This meant gaining perspective and strategizing about the creative architecture of the campaign. We analyzed student data and feedback, and came to the conclusion that what many prospective students sought was balance in their lives. Therefore, we wanted to showcase getting an EMBA as a natural part of growth; that it can go hand-in-hand with other priorities.
It was imperative for our content to be relevant to the audience we were trying to reach, as compelling content drives prospects. We identified three main priorities that our audience has: life, career and family. In all of these areas, nothing has to change if they decided to pursue an EMBA. Whether it’s living their lives, developing their careers or spending time with their families while also getting an EMBA—they are able to do both. This is the heart of the campaign.
We took the core of this message and created a meaningful campaign around balancing life priorities and an EMBA. Our team wrote impactful copy to accompany our design and development of UNC Kenan-Flagler’s new EMBA ads. We created 8 sets of HTML5 ads at 6 different sizes for each set—a total of 48 ads. For each set of ads, we carefully selected 2 images: 1 image that portrayed life and 1 image that portrayed the EMBA commitment. As the HTML5 ads run, viewers see the two images come together in harmony.