SIMON GRADUATE SCHOOL OF BUSINESS ADMINISTRATION

Challenge

Solution

Result

The Simon Graduate School of Business Administration’s Executive MBA program found itself in unfamiliar territory as it suffered from declining enrollment and significant emerging competition. Historically, Rochester’s largest employers had filled their classrooms with promising young executives backed by corporate dollars, but slowly that pipeline had dried to a mere fraction of what it had been. Plus, prospective students with limited dollars and time began opting for competitor’s accelerated one-year programs. On top of it all, Simon’s curriculum was perceived to be by far the most rigorous and challenging (and rightly so). Too expensive, too time consuming and too difficult – a sure recipe for continued drops in enrollment, right?

The Simon School turned to Antithesis for help and after quickly determining that they were not going to lower prices, change the schedule or make the program less challenging, the answer was clear – turn their biggest weaknesses into their strength. Thus was launched a low budget, but highly impactful campaign that used all type executions to challenge the audience and send the message that the Simon School offered “Rochester’s Most Rigorous MBA” The campaign consisted of a series of print ads, e-mail blasts and airport signage that all worked to position the school for what it was, expensive & tough,
but well worth it.

The results have been dramatic. Annual applications doubled. Enrollment in the Executive MBA program has increased 30% year over year. And the effort has returned a ratio of approximately 4.5 to 1 in terms of marketing expenditure.