Wayne State University

Fueling Demand for MBA’s in the Motor City

Creating a customized lead generation campaign for the Mike Ilitch School of Business at Wayne State University expanded the pool of prospective students. By combining audience research with paid search, retargeting, and LinkedIn advertising, Lucid generated more than 1,500 leads and increased the school’s MBA class size by 118% over a four year period.

The Mike Ilitch School of Business at Wayne State University offers a flexible MBA program focused on part-time offerings for students with professional and family priorities. The Ilitch School of Business came to Lucid to help increase class sizes.

Looking to expand the pool of prospective students for their school, we researched prospective students to understand their motivations. By uncovering a flexible MBA program with part-time options was a driving factor, we were able to create a customized communication plan executed through paid search, retargeting and LinkedIn advertising.

The goal of our campaigns was to increase the number and quality of leads and increase the revenue generated for the university. By using a multi-prong approach we reached prospective students looking for a flexible MBA at every phase of the admissions cycle. Syncing digital ads with corresponding landing pages offered customized touchpoints to target audiences, filling the pipeline with highly desirable prospective students who enrolled, increasing the Ilitch School of Business’s MBA class size over four years.

Today, we are still working with the Ilitch School of Business to develop innovative approaches to promote their flexible MBA program, while continuing to increase their class size and campaign generated revenue.

results

558%

INCREASE IN RETURN ON INVESTMENT

118%

INCREASE IN MBA CLASS SIZE (2014 TO 2017)

$1.6 M

IN CAMPAIGN GENERATED REVENUE

1,531

LEADS GENERATED FROM DIGITAL CAMPAIGNS

Increase the number of quality leads while generating revenue and exceeding enrollment goal.