 | Challenge: Kick-off New Program to Reach a New Population of Learners
Boston University’s Metropolitan College has a strong reputation for helping busy business people improve their jobs and careers through part-time
programs. However, competition was on the rise with universities from outside the state attracting a growing population of adults looking to complete
their degree programs on a fast track. To combat this trend, BU created an
innovative Bachelor’s degree program that could be completed in two years.
Results: Program Attracts 40% More Students Than There was Space
A clear focus on the target market, creative design approaches, and a fully integrated campaign helped Boston University’s Metropolitan College develop recognition and students in this new market for this new two-year degree program. BU’s Metropolitan College exceeded its registration goal by 40%. Since the success of the initial marketing, the program has expanded into two additional facilities and the University has increased its class offerings, allowing them to attract new students.
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