The Broad College of Business at Brand Development
Michigan State University
Although applicants were easy to come by, Michigan State University (MSU) wanted to attract the right kind of applicant for their full-time and weekend MBA programs. They also wanted to reinforce their business program’s stature as a premier Big Ten University. MOVE developed a “Maximize ROY (Return on Yourself)” campaign, with strategic brand messaging communicated in a recruitment landing microsite and videos. The campaign allowed prospective students to more quickly determine if Broad College of Business was the right fit for them, while also allowing MSU to filter out unqualified candidates more easily. In the end it proved to be a beneficial move on everyone’s part.