Case Study

Accelerating application growth while reducing operational costs

Industry

Hi-Tech

Our Contributions

Strategy & Design

The client is a globally recognized university that blends academic excellence with a mission to shape business for the greater good. In the face of competition from other academic institutions, it turned to Coforge to understand the drivers influencing the decisions of prospective students, and shape its brand to attract the business leaders of tomorrow.

The Challenge

Georgetown University's McDonough School of Business needed to reconnect with prospective graduate students, understand their shifting motivations better, and refine its brand to meet new expectations.

At the same time, growing competition from traditional and online business schools made it critical to boost national awareness and drive deeper program consideration.

They needed a partner capable of understanding and shaping their brand, and putting the technology environment in place to measure the impact of the campaign.

Our Approach

Through in-depth research and collaboration with stakeholders, we uncovered a crucial insight. Apart from impressive credentials, students are driven by the desire to align their careers with a more profound sense of purpose. This became the foundation of a new brand strategy-positioning Georgetown McDonough as a place where values translate into meaningful, real-world impact.

Creative Platform Development

The "Build Your Legacy" platform emerged from this insight, reflecting Jesuit heritage while inspiring lasting change through education. We executed a comprehensive multi-channel strategy to raise awareness, deepen engagement, and drive enrollment.

Tailored Campaign Execution

Each program received tailored campaigns with messaging calibrated to distinct audiences. We developed a cohesive visual identity ensuring consistency across geo-fenced out-of-home (OOH), paid social, streaming audio, display, and podcasts.

Performance Optimization

Throughout the campaign lifecycle, performance was monitored via real-time analytics dashboards. Data insights informed ongoing optimizations to creative, messaging, and media mix, enhancing lead quality and maximizing ROI.

243%

increase in applications year-over-year

37%

decrease in cost per acquisition

75%

conversion rate increase