Bradford University School of Management is a global business school with one of the world’s highest ranked MBA programmes. In March 2014, the marketing team approached Engage Comms to support its new business engagement manager in selling the benefits of its professional MBA programmes to employers, rather than just to individuals as had been done in the past.
Case study storytelling
Our approach was to engage employers using storytelling to demonstrate tangible business benefits via real case studies. We identified, engaged with and interviewed a selection of employers and their employees who had been on the programmes. Those chosen provided a mix of perspectives, with some being sponsored by their employers and some self-funding but supported by their employers. The organisations profiled were of different sizes and types, operating in different sectors. The interview questions were deliberately designed to allow interviewees to share their unique insights and anecdotes, rather than prompt ‘run of the mill’ responses.
Digital friendly brochure content
All the content developed for the brochures was created with other platforms in mind so that it could easily be adapted for the website, e-newsletters etc, with soundbites being pulled out and high quality imagery used.
The result was a suite of engaging materials that filled a gap in the existing portfolio for content that employers could relate to, giving them compelling calls to action for encouraging and supporting their staff to apply for courses as part of their wider business strategies. Presenting the business case for investing Executive Education programmes helped to increase applications and streamline recruitment.
We also worked with the School of Management on an undergraduate recruitment campaign, working with student ambassadors to create digital-friendly content about life on campus. This contributed to the university’s overall undergraduate recruitment activity for that academic year and provided a bank of resources that prospective students can still access online when making their decision on which university and course to choose.
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