"For the past two years, we have partnered with Converge to create and executive a cutting-edge digital marketing strategy. The results are impressive and the team is always responsive."
Sylvia Haas, Executive Director,
UCLA Anderson School of Management
The UCLA Anderson School of Management is ranked among the leading business schools in the world. UCLA Anderson’s rigorous programs include a traditional MBA program, fully employed MBA, executive MBA, global EMBA, master of financial engineering and a Ph.D. program in business.
Converge and UCLA Anderson School of Management partnered to develop a digital marketing strategy for their Executive MBA program. The goals of the project were to increase visibility in the marketplace, generate more qualified inquiries to compliment the incoming class profile and better communicate the Anderson EMBA story.
Target, Audience Personas, Digital Advertising, Display Advertising, Retargeting, LinkedIn Advertising, Video Storytelling, Responsive Landing Pages, Strategic Content
The digital marketing campaign for the Anderson Executive MBA program has been tremendously successful. New strategies, results and recommendations for optimization are shared with Sylvia and the Anderson team on a monthly basis. Within a month of launch, UCLA Executive MBA saw:
Cost per inquiry
Converge constructed a strategy that addressed each step of the program’s conversion funnel, including brand awareness, interception during the consideration process, and the final step – inquiry about the program.
In order to intercept users as they actively searched for Executive MBA programs, Converge incorporated a search engine marketing campaign in addition to the LinkedIn ads and display advertising.
LinkedIn Ads & Display
By leveraging LinkedIn’s demographic targeting options and strategic website placements for display ads, Converge generated brand awareness and direct leads for the UCLA EMBA program.
Retargeting was also implemented to maintain top-of-mind awareness for the EMBA program and to reach users who had previously displayed interest.
Responsive Landing Pages
Mobile-optimized landing pages are imperative for digital conversions. Converge worked with UCLA Anderson’s web team to build custom templates and forms for the digital advertising campaigns. The forms were integrated with Anderson’s CRM to see attribution and ROI of the various ad campaigns.
UCLA Anderson and Converge also partnered to create three videos showcasing the calibre of their executive students. Several graduating students and alumni were interviewed upon completion of their capstone project to highlight the outcomes of the Executive MBA program.
Videos were hosted on YouTube and integrated throughout Anderson’s digital marketing efforts.