Higher Education Marketing
Master's Degree Marketing Launch
Southern Methodist University
Project Overview
For the launch of Southern Methodist University's (SMU) innovative Master's Degree in Creative Technology, I assumed a pivotal role in shaping the go-to-market strategy and crafting a compelling creative approach. This dynamic project aimed to introduce a transformative program that bridged the gap between technology and creativity, catering to two distinct audience segments: the technically-inclined, such as developers seeking a deeper understanding of the creative process, and creatively-driven individuals looking to bolster their technical skills, especially in emerging fields like generative AI, blockchain, Virtual and Augmented Reality, and coding.
Ad Creatives
Strategy and Approach
My responsibilities encompassed developing a comprehensive marketing strategy that would resonate with both target groups, guiding the development of creative materials tailored to various platforms, including the program's website, landing pages, paid media, blog articles, email campaigns, and more. The overarching goal was to establish SMU's Master's Degree in Creative Technology as the premier destination for those eager to explore the crossroads of technology and creativity.
Marketo Landing Page
Challenges
Emerging and Rapidly Evolving Fields:
One of the primary challenges we encountered was the dynamic nature of the program's subject matter. The areas taught in the Master's Degree in Creative Technology were emerging and evolving rapidly. With very few comparable programs in existence, the project faced the unique challenge of defining, reaching, and optimizing its relevant target audiences without the benefit of established market examples or comprehensive market demand data. Navigating uncharted territory in this regard required a strategic and adaptable approach.
Compressed Timeline:
The timeline for this project was considerably compressed, necessitating an agile and efficient execution to support the marketing launch within a tight schedule. It was crucial to generate awareness and enrollments into the program in a relatively short period. To overcome this challenge, I took an innovative approach by integrating generative AI into the workflow. This not only expedited project turnaround but also exemplified our commitment to leveraging cutting-edge technology, mirroring the program's core philosophy.
Program Guide
Blog Articles
Results and Impact
The project's successful execution was marked by its impact on two fronts. Firstly, it resulted in robust engagement and enrollment figures from both the technical and creative cohorts, demonstrating the effectiveness of our dual-pronged approach. Secondly, it solidified SMU's position as a pioneering institution at the forefront of educational innovation, blending cutting-edge technology with creative expertise to empower the next generation of leaders. The program launched in the Fall of 2023.
This project exemplifies my ability to conceptualize and execute a multifaceted marketing campaign that speaks to diverse audiences and drives tangible results. It underscores my proficiency in developing strategic marketing approaches and creative materials that effectively communicate the essence and appeal of a groundbreaking academic offering.