"Begin Your Beyond" campaign
UNC MBA for Executives
Recruiting cream-of-the-crop students is a top priority for the top-ranked UNC MBA for Executives Program, which offers experienced professionals the opportunity to earn an MBA degree while working full time. UNC turned to Capstrat for a refresh of the brand – and an integrated marketing campaign to reach prospective students.
UNC needed a message that told prospective students “the time is now” and positioned its executive MBA as a top-tier degree that enables ambitious professionals to achieve their career goals. With this in mind, Capstrat developed a campaign that revolves around a message designed to tap into a prospect’s aspirations: “Begin Your Beyond” at UNC.
To help UNC stand out, we gave its program brochure a spare, square format with a striking black cover, sleek documentary-style photography, attention-grabbing headlines and content that said just enough. We structured messages around major decision points every prospect faces. Throughout, we evoked UNC’s unpretentious culture with down-to-earth profiles, approachable copy and clean, open design.
Market research with students and alumni showed UNC’s culture of collaboration – rigorous, but not cutthroat – made it distinctive. We created a blog, EMBAtalk.com, that gives prospects an inside look at that ethic and helps them connect with students, faculty and alumni.