160%
increase in online leads
Gold
award from the Higher Education Report for McDonough's comprehensive global marketing campaign
Client Intro
Georgetown University’s McDonough School of Business began in 1936 as an undergraduate program within the School of Foreign Service and today is a global leader in business education, business ethics, and social responsibility. Today, McDonough is home to some 1,400 undergraduates, 1,400 MBA and other graduate students, and 700 participants in Custom Executive Education programs. The faculty is now 160 strong, including approximately 110 who are full-time.
Challenge
The market was crowded with local, online, and prestigious national business schools all competing for attention. Georgetown McDonough wanted to emphasize its global focus and differentiate its various programs more clearly.
But how could the school make its brand stand out? And how could Georgetown ensure its message reached qualified prospects, leading to more applications?
Solution
While many business schools provide a global education, DMI’s Digital Experience group found this message was being delivered in the same uninspiring way by every brand.
After interviewing students and alumni, hosting client workshops, and conducting a competitive audit, our team developed brand positioning and strategy for Georgetown’s business school and its growing number of specialized programs.
We organized the brand architecture, designed a unified visual look, and created program-specific messaging for each program.
Our media strategy, aimed at raising local and national awareness, included everything from local radio to paid social.
We customized placements and content for each program’s particular audience to increase qualified leads.
Throughout these campaigns, we leveraged data and analytics to optimize the messaging.
Technologies and Capabilities
Digital Experience
Brand Strategy
Campaign Development
Impact
Our campaign for Georgetown McDonough led to a 160% increase in online leads, and each individual program achieved or exceeded its enrollment goal.
The positioning we developed provided a foundation to build upon in future marketing efforts.
In recognition of our work’s success, the Higher Education Report gave the McDonough School of Business a Gold Award for its comprehensive global marketing and communications campaign.
About DMI
DMI is a leading global provider of digital services working at the intersection of public and private sectors. With broad capabilities across IT managed services, cybersecurity, cloud migration and application development, DMI provides onsite and remote support to clients within governments, healthcare, financial services, transportation, manufacturing, and other critical infrastructure sectors. DMI’s commitment to excellence in service delivery has resulted in dramatic growth, with clients among all fifteen U.S. Federal Departments and hundreds of Fortune 1000 companies.
