CARLSON SCHOOL:
BUILDING INTERNAL CAPABILITY

Challenge

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In 2015 the Carlson School recognized their marketing had become step and repeat. Their reliance on data had not yet taken form. Outsource and disconnection from data driven decisions had become standard. Individual programs worked individually. There was nothing inherently wrong or ill-intentioned with their approach yet the teams internally at Carlson recognized there must be a better way. This nationally ranked business school had a marketing engine that was stuck.

Insight

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.

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Solution

The effort spanned creative design, production, ad technology installation, delivery of media and optimization of marketing to drive engagement and leads.

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Social engagement and organic-drive engagement had grown more than 10x. Media reach have more than doubled with the same amount of budget allocation.

Following 12 months into the relationship, Carlson 2016 student year applications have grown 28%. Specialty program admissions (such as their Master of Business Analytics) have doubled.