CARLSON SCHOOL:
BUILDING INTERNAL CAPABILITY

Overview

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To build towards short and long term success, FRWD and Carlson partnered to transform the marketing approach from an outsourced model to an internally owned, data-centric model. The initial focus on technology, structure, and team collaboration internally spurred early learnings and momentum.

Beyond marketing, FRWD implemented a monthly education and best practices sharing program tied to results furthering the growing culture of testing, learning, evolving. The effort spanned creative design, production, ad technology installation, delivery of media and optimization of marketing to drive engagement and leads. The result showed social engagement and organic-drive engagement grew beyond tenfold. Media reach has more than doubled. Carlson 2016 student year applications have grown 28% and specialty program admissions (such as their Master of Business Analytics) have doubled.

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