The University of St. Thomas, Minnesota’s largest private university with around 10,000 students, partnered with Kiosk Creative LLC in 2018 to launch its first online slate of programs—including the St. Thomas Online MBA through the Opus College of Business—and faced the challenge of standing out in a highly competitive online MBA market, building a strong candidate pipeline and converting applicants into enrolled students. Kiosk created a fresh creative platform titled “Your Journey Online” to distinguish the online MBA from the on-campus offering, executed a cross-platform media campaign with paid social, SEM, and streaming radio, and optimized persona-based and lookalike audience targeting (with LinkedIn delivering notable success). Using Kiosk’s proprietary tracking tool “Kixel,” the project integrated marketing, CRM, and admissions data to provide a transparent end-to-end funnel—and ultimately exceeded enrollment goals for the program launch.
Dots Connected
A lot of work has gone into creating an online MBA program worthy of the St. Thomas name and reputation. Kiosk was able to develop and execute a plan to ensure the program launched successfully. There were a lot of moving parts, from creative to tracking. Kiosk orchestrated them impressively and effectively.
