What we found
Boston College (BC) came to us with a clear goal: to increase the quantity and quality of MBA applicants to its Carroll School of Management’s Graduate Programs by engaging with prospects on social media. A traditional, conservative Jesuit university, Boston College understood what a targeted social campaign could do for recruitment. In a crowded social space dominated by major players in the graduate business, BC needed help breaking through the noise.
What we did
Before even choosing a Twitter handle, our strategy team immersed themselves in the Boston College culture and brand by:
- Spending time on campus getting to know the faculty, staff, students and alumni
- Evaluating competing MBA programs and understanding the unique values associated with a Boston College Carroll MBA
- Conducting stakeholder interviews with deans, professors, current students and prospective students
Our strategy revolved around developing a news archive (located within the Carroll School’s existing website) that served as the hub for all social media activity. VisionPoint’s content strategist created and published stories about campus events, faculty research, alumni success stories and rankings reports. This allowed us to generate positive buzz for the program - and gave influencers something to share and distribute across Twitter, Facebook and LinkedIn. Tweets were carefully crafted to reflect the credibility of the program while posts on Facebook encouraged engagement between current students and those considering enrolling in the program. By monitoring and reporting on social interaction, we were able to track the impact of the campaign in real time and report a tangible ROI.