Increasing international diversity of MBA student recruitment

Increasing international diversity of MBA student recruitment

Durham University Business School

The brief

Durham University Business School offers both a full-time MBA and an online MBA. Seeking to further diversify the mix of international students in each cohort, the school was seeking to attract more high-quality applicants from across South America.

Although interest in graduate management education from South American candidates was generally increasing, short-term tactical digital campaigns through the more ‘traditional’ business school channels in the region had not been as effective as anticipated.

The solution

Media Minds developed a strategy for targeted South American activity to build higher brand awareness of the post-graduate programme portfolio across a longer time horizon, coupled with shorter-term activities to generate leads for the upcoming MBA intakes, using a more effective path to market.

Specific business education events, including America Economia, were used to give the business school a platform to present its full portfolio of programmes (DBA, MBA and MSc) via Admissions Panels to prospective students. These events were supported by very specific geo-targeting of high-calibre candidates on social media channels, inviting them to the relevant sessions and sharing key information and content.

The results

Promotion of the recruitment events on social media achieved engagement rates significantly higher than the business school’s average rate and well above the average rate of social posts across peer schools.

Generating a high interest in the events and strong participation and engagement with school staff, MBA applications from South American countries increased by 45-55%. Strong interest in MSc programmes was also achieved with over 50% of event participants downloading the MSc brochure.

45% increase in South American MBA applicants

Over 1,000 leads generated across programmes

New activity generated data from over 1,000 interested prospects