London Business School - Pre Masters

To launch a breakthrough programme for London Business School - the Masters in Management aimed for the first time at graduates without previous business experience and a non-business degree.

 

The objective was to fill 100 places worth £20,000 each within 8 months, ensuring the participants completed and passed their admissions test.

 

To understand, find and target at a global scale ambitious graduates looking to excel in business and accelerate their careers.
Our planning approach was to create a series of online information hotspots, optimised microsite, linkbaits coupled with a social networking marketing programme to influence and attract prospects ‘under the radar’.

Potential Student:
Aged 20-23,intelligent, converter or life planner

Decision Maker/Financial Controller:
Parent/Guardian, employer, wealthy, business focus

Referrers:
Alumni, career services, universities

 

We generated a high level of awareness within particular segments in a short space of time, by devising a strategy that would create a network of information hotspots linking back to the main programme site. Over time these pockets of information would increase link popularity for the site and primarily increase organic search results.

These pockets of information were established on-low cost social networking sites, user generated content sites, online forums and using online PR & Editorial content placement.
The implementation created a buzz for conversation and information. Targeted paid advertising was then used to drive traffic directly into these hotspots.

 

The result of the campaign exceeded expectations. The responses and applications received in such a short space of time was overwhelming – with 65 applications within the first 4 months.
The organic search engine placement was phenomenal with the primary London Business School page achieving 7th place on Google within the first 2 months and 2nd place within 4 months out of over 17 million returned results.