USC Marshall School of Business Conversion Campaign
USC’s Marshall School of Business had made its way up the rankings into the top 10 undergrad business programs. Which meant they found themselves competing against the big dogs (e.g., Wharton, Harvard, Stanford) for top tier students. And let's face it, Marshall is no Harvard. But Harvard is no Marshall. And we discovered a maverick spirit there that you just don’t find at the Ivies. So we created a campaign to give prospective students the same "wait, this place isn't what we thought at all" experience that we had. The goal: boost attendance at the deal-closing event of the year, the weekend-long Explore USC. Result: the client had to add new dates to accommodate the massive increase in registrations. This ended up being a 4-year engagement, from 2013-2017.
- Project Roles
- Copywriter, Strategist
- University of Southern California
- Copywriting, Marketing Strategy
- Branding, Products - Digital, Products - Physical, Websites
- Project Industries